THE INFLUENCE OF E-SERVICE QUALITY ON CONTINUANCE INTENTION WITH E-SATISFACTION AS A MEDIATOR ON SHOPEE APPLICATION USERS
DOI:
https://doi.org/10.35794/jmbi.v12i2.61047Abstrak
Studi ini bertujuan untuk menilai bagaimana Kualitas Layanan Elektronik dan Kepuasan Elektronik mempengaruhi niat untuk terus menggunakan platform e-commerce Shopee. Populasi target untuk penelitian ini terdiri dari pengguna e-commerce Shopee di Surabaya. Data dikumpulkan dengan menyebarkan kuesioner dan menganalisis tanggapan dari 244 peserta, sebagian besar dari mereka berusia antara 20 dan 22 tahun. Metode pengambilan sampel yang digunakan adalah non-probability sampling dengan teknik purposive sampling. Untuk analisis data, peneliti menggunakan perangkat lunak Smart-PLS 4.0. Hasil penelitian menunjukkan bahwa baik Kualitas Layanan Elektronik (E-Service Quality) maupun Kepuasan Elektronik (E-Satisfaction) secara signifikan mempengaruhi niat untuk melanjutkan penggunaan. Temuan tersebut menunjukkan bahwa pengguna platform e-commerce memutuskan untuk terus menggunakannya tidak hanya berdasarkan kualitas layanan yang mereka terima tetapi juga pada kepuasan mereka dengan pengalaman e-commerce, yang sangat meningkatkan niat mereka untuk terus menggunakan layanan ini.
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