PENGARUH E-SERVICE QUALITY TERHADAP E-CUSTOMER SATISFACTION PADA PENGGUNA MARKETPLACE SHOPEE DI KOTA PALEMBANG

ALVARO, MUHAMMAD GENNTA and Fitrianto, Mohammad Eko (2025) PENGARUH E-SERVICE QUALITY TERHADAP E-CUSTOMER SATISFACTION PADA PENGGUNA MARKETPLACE SHOPEE DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

Amid increasing competition among marketplaces, understanding consumer expectations and service needs has become essential in creating a satisfying shopping experience. This study aims to examine the effect of E-Service Quality dimensions on E-Customer Satisfaction among Shopee users in Palembang City. Expectancy Disconfirmation Theory is employed to explain the relationship between user expectations and satisfaction. E-Service Quality is measured using the ESQUAL model, which comprises four dimensions: Efficiency, Fulfillment, System Availability, and Privacy. A quantitative survey method was utilized, with questionnaires distributed to 100 respondents selected through purposive sampling. The criteria included being residents of Palembang, at least 18 years old, and having shopped on Shopee at least twice in the past three months. The data were analyzed using multiple linear regression. The results indicate that all four dimensions of E-Service Quality have a significant partial effect on E-Customer Satisfaction. These findings support the theory that customer satisfaction is formed when service performance particularly in terms of efficiency, fulfillment, system availability, and privacy protection exceeds initial user expectations.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	E-Service Quality, E-Customer Satisfaction, E-S-QUAL, Shopee
Subjects:	H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Muhammad Gennta Alvaro
Date Deposited:	25 Jun 2025 04:32
Last Modified:	25 Jun 2025 04:32
URI:	http://repository.unsri.ac.id/id/eprint/175894

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