IMPACT FROM E-SERVICE QUALITY TO CUSTOMER SATISFACTION AND REPURCHASE INTENTION ON WEST JAVA SHOPEE CUSTOMER BEHAVIOR

• Main Author: Alphani Anugrah Putri, Tjia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/66773
• Institution: Institut Teknologi Bandung

In the early of 2020, pandemic situations strike out around the world. In response to this, nowadays, many businesses use or are based on digital networks called e-business and e-commerce. In relation to that, knowing the user's preference towards e-commerce website design must be analyzed in order to understand the satisfaction factors and build the right implications for the business. To grow and sustain the business, businesses need to make the platform compatible with the potential customers so that the customer will have the intention to use the product, here website. This study has its purpose to have better understanding and have new knowledge of e-service quality with its impact on customer trust, customer behavior, and customer satisfaction in online shopping. To predict customer behavior, the study focuses on the four-dimension of the e-service quality model. It tests the impact of customer satisfaction on customer behavior in the repurchase intention and site revisit, also the impact to the customer trust. The data from 200 West Java online customers through questionnaire sampling was used to test the research model using a quantitative method, Partial Least Square-Structural Equation Modeling. The result shows that all four dimensions of e-service quality, which in this case are Website Design, Customer Service, Security/Privacy, and Fulfillment affect e-service quality. Overall, e-service quality is statistically significant to customer behavior. Keywords - Marketing, Website Design, Customer Service, Security/Privacy, PLS