Abstract
The Covid-19 pandemic has limited freedom of movement. E-commerce sites are growing rapidly and are becoming the main choice today when the virus becomes more prevalent. Trust is the key in creating online shopping satisfaction on e-commerce sites. This research was conducted to determine the effect of E-Service Quality and E-Security on Trust towards E-Satisfaction in the largest e-commerce site in Indonesia called Tokopedia. The research method used is quantitative. The population in this research is Tokopedia customers who are members of the Facebook group with a sample size of 400 people. The results of the study show that there was a relationship between the E-Service Quality and Trust, there was no relationship between the E-Service Quality and E-Satisfaction, there was a relationship between the E-Security variable and Trust, there was a relationship between the E-Security variable and E-Satisfaction. There was also a joint influence of E-Service Quality and E-Security variables on Trust, there was a relationship between the Trust variable and E-Satisfaction. This research is a development from the previous research where there was an effect of E-Service Quality and E-Security on E-Satisfaction. By adding the Trust variable as a moderate variable and E-Satisfaction as the dependent variable, the researchers found that the impact of Trust on E-Satisfaction was greater than the direct effect between E-Service Quality and E-Security on E-Satisfaction. Based on these results, it can be seen that the level of trust can increase E-Satisfaction.
Highlights
The measurement model testing consists of testing convergent validity (Outer Loading dan Average Variance Extracted (AVE)), discriminant validity (Cross Loading), and composite reliability (Cronbach’s Alpha dan Composite Reliability)
The statistical output showed that there is a significant effect between e-service quality on trust with a value of 0.499
This is in line with research conducted by Rita et al (2019) that there is a significant effect between e-service quality on trust
Summary
The spread of covid-19 virus in Indonesia is increasingly widespread. The increasing outbreak of this virus has had a very significant impact on consumer behavior in carrying out activities such as shopping. The Research finds that the interest in shopping for hand sanitizer products increased significantly by 5.585% compared to before the Covid-19 pandemic, followed by interest in buying vitamin C increased by 1.986%, hygiene soap products such as Dettol increased by 1.395%, Thermometer buying interest increased by 1.007%, and lastly interest in buying mouth mask products increased by 1.67%. This indicates that online shopping sites are currently popular and are the top choice for shopping. This is indicated by the increase in buying interest in webcam products by 1.572%, interest in buying bicycle products by 1,036%, interest in buying Aloe vera by 414% and paper by 377%
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