Abstract
Abstract: The Role of Product Involvement in Moderating the Relationship Between OnlineService Quality and Online Satisfaction. The moderating effect of product involvement on therelationship between e-service quality and e-satisfaction. This study is aimed to examine the effectof five dimensions of e-service quality: (1) website design, (2) reliability, (3) customer service,(4) security/privacy, and (5) after sales service, on e-satisfaction and e-loyalty. The study alsoanalyzed the moderating effects of product involvement on the relationship between e-servicequality and e-satisfaction. A quantitative study approach using survey method is adopted to reach228 respondents. The data is analyzed by simple, multiple , and hierarchical regression methods toexplore direct and moderating effect among intended variables. The study findings confirmed thatreliability, customer service, and after sales service have influenced e-satisfaction.Keywords: e-service quality; e-satisfaction; product involvement.
Highlights
PENDAHULUAN Berdasarkan ranking web metrik yang dilaporkan oleh laman alexa.com (2019), Tokopedia dan Bukalapak adalah dua laman belanja daring paling terpopuler di Indonesia pada saat ini
This study is aimed to examine the effect of five dimensions of e-service quality
The study findings confirmed that reliability
Summary
PENDAHULUAN Berdasarkan ranking web metrik yang dilaporkan oleh laman alexa.com (2019), Tokopedia dan Bukalapak adalah dua laman belanja daring paling terpopuler di Indonesia pada saat ini. Temuan studi menunjukkan bahwa hanya tiga dimensi kualitas layanan daring yakni: (1) reliabilitas, (2) layanan pelanggan, dan (3) layanan pelanggan pasca pembelian yang terbukti berpengaruh pada kepuasan daring. Janda et al (2002), serta Chang dan Chen (2009) mengajukan variabel keterlibatan produk sebagai variabel pemoderasi yang sifatnya memperkuat pengaruh kualitas layanan daring pada kepuasan pelanggan.
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