Published Paper Details:

The rapid development of information technology has resulted in changes in purchasing transaction activities by consumers which were originally carried out by visiting stores and then switching to e-commerce. According to Reportal Digital Indonesia data for 2020, of all internet users in Indonesia, 80% of them use e-commerce to make buying and selling transactions. The transition of business from physical stores to e-commerce can further encourage business competition because it is easier for consumers to switch choices to online stores. Service quality on e-commerce platforms will ultimately determine consumer satisfaction and trust as well as consumer behavior in the future, repurchase intentions, site revisit, and word of mouth. This study aims to determine the effect of overall e-service quality on customer satisfaction and customer trust in Shopee e-commerce. Determination of customer satisfaction, and customer trust on repurchase intention, word of mouth, and site revisit are then tested to get a more complex structural model. This study uses a quantitative approach where research data is collected through online questionnaires. The research sample of 170 respondents was taken randomly using snowball sampling. The analytical method used in this study is SEM (Structural Equation Modeling) with the AMOS 22.0 program. The results of data analysis show that overall e-service quality has a significant effect on customer satisfaction and customer trust. Customer satisfaction has a significant effect on repurchase intention, word of mouth, and site revisit. Besides that, customer trust also has a significant effect on repurchase intention and word of mouth. These findings are expected to be an empirical reference regarding the role of overall e-service quality on online consumer behavior. In addition, the results of this study are expected to be an evaluation material for online stores that sell products through Shopee, especially to increase revenue through an electronic service quality-based strategy.