The Effect of E-Service Quality on E-Word of Mouth in E- Commerce Website Users with E-Satisfaction as Intervening Variable

Abstract

The use of the internet has become a necessity in modern life, especially since the digital era. Additionally, ecommerce is still growing because more people are using the internet. In Indonesia, Tokopedia is one of the most popular ecommerce websites that people use and offers various kinds of products and services. Tokopedia is still confronted with several challenges that lead to customer dissatisfaction, which is communicated through e-WOM, despite efforts being made to deliver high-quality service that produces the best possible shopping experience. Therefore, to minimize this, Tokopedia needs to improve its e-service quality to remain competitive and maintain its reputation in the e-commerce sector. This research aims to investigate the influence of e-service quality on e-WOM through e-satisfaction among Tokopedia website users in Indonesia. This research uses quantitative methods with a descriptive research type and surveys using a questionnaire via Google From to 275 respondents who are users of the Tokopedia website who make at least three transactions and provide reviews about the Tokopedia website. In addition, the sampling technique used is non-probability sampling, which is a purposive type. Then, the data analysis techniques were performed using Partial Least Square – Structural Equation Modeling (SEM-PLS) with the help of SmartPLS 4 software. The results show that e-service quality has a positive and significant effect on e-satisfaction and e-WOM. Additionally, esatisfaction has a positive and significant effect on e-WOM. Then, e-satisfaction can mediate the relationship between e-service quality and e-WOM. Based on research results, Tokopedia needs to re-optimize the e-service quality provided, so that it can create a satisfying customer experience, encourage positive e-WOM, and increase reputation and business growth.