Analysis Of The Effect Of E-Service Quality On E-Customer Satisfaction And E-Customer Loyalty On Shopee

Abstract

In the third quarter of 2020, Shopee was the top marketplace in Indonesia, ranked first with 93.4 million users with a total daily active users (DAU) of Shopee reaching 834,520,000 million users accessed the Shopee application in August 2021. However, from the number of visiting and the number of users using the Shopee application, there is a low percentage of services provided by Shopee to its users, which is only 63%. This study aims to determine and analyze how much influence the services provided by Shopee based on the dimensions of e-service quality have on ecustomer satisfaction and e-customer loyalty to Shopee application users. Distributing online questionnaires with the help of Google Form to Shopee application users with a total of 439 respondents. In this study indicate that the dimensions of efficiency, fulfillment, privacy have a positive and significant influence on the e-customer satisfaction variable, but the system availability dimension does not have a positive and significant relationship with e-customer satisfaction. The results of this study also show that only the efficiency dimension has a positive and significant effect on the e-customer loyalty variable where the other dimensions, namely system availability, fulfillment and privacy, do not have a positive and significant relationship with e-customer loyalty. This research also shows that the e-customer satisfaction variable has a positive and significant effect on the e-customer loyalty variable.