Pengaruh Service Quality E-Commerce terhadap Actual Purchase yang Dipengaruhi oleh Customer Satisfaction dan Purchase Intention

Afif Prasetyo; Gilang Pratama Hafidz

doi:10.31004/riggs.v5i1.7123

Authors

Afif Prasetyo Universitas Esa Unggul
Gilang Pratama Hafidz Universitas Esa Unggul

DOI:

https://doi.org/10.31004/riggs.v5i1.7123

Keywords:

Service Quality, Customer Satisfaction, Purchase Intention, Actual Purchase, E- Commerce

Abstract

Penelitian ini bertujuan untuk mengeksplorasi pengaruh Service quality pada e- commerce terhadap Actual Purchase yang dipengaruhi oleh Customer Satisfaction dan Purchase Intention pada platform e-commerce Bibli. Seiring dengan meningkatnya persaingan dalam dunia e-commerce, kualitas layanan menjadi faktor yang sangat penting dalam menentukan keputusan pembelian konsumen. 150 responden menyelesaikan survei online yang menggunakan program SmartPLS dan Structural Equation Model (SEM) untuk mengumpulkan data. Niat membeli dan kebahagiaan pelanggan dipengaruhi secara positif oleh persepsi manfaat, menurut temuan penelitian. Kepuasan pelanggan dipengaruhi secara positif oleh persepsi kemudahan penggunaan, meskipun niat membeli tidak berpengaruh signifikan. Kepuasan pelanggan tidak banyak dipengaruhi oleh kualitas pelayanan, namun niat membeli mempunyai pengaruh positif. Niat membeli memiliki dampak yang kecil terhadap penjualan riil, sedangkan kepuasan pelanggan berpengaruh positif terhadap pembelian aktual. Melalui kesenangan klien, persepsi kegunaan dan persepsi kesederhanaan penggunaan berdampak positif pada penjualan nyata. Kepuasan pelanggan dan niat membeli menunjukkan bahwa kualitas pelayanan mempunyai pengaruh kecil terhadap pembelian sebenarnya. Penelitian ini diharapkan dapat memberikan pemahaman yang lebih baik mengenai bagaimana kualitas layanan di platform e-commerce seperti Bibli dapat mempengaruhi kepuasan pelanggan dan niat pembelian, yang pada akhirnya mendorong pembelian aktual. Hasil yang diharapkan adalah bahwa peningkatan kualitas layanan akan meningkatkan kepuasan pelanggan dan niat pembelian, yang akan berujung pada peningkatan pembelian aktual. Secara praktis, penelitian ini memberikan wawasan bagi pengelola platform e- commerce untuk fokus pada peningkatan kualitas layanan agar dapat menciptakan pengalaman belanja yang memuaskan dan meningkatkan loyalitas pelanggan, sementara secara teoritis, penelitian ini memperkaya literatur mengenai hubungan antara Service quality dan perilaku konsumen dalam konteks e-commerce.

Downloads

Download data is not yet available.

References

W. P. C. Kirana, I. B. N. Udayana, and L. H. Hutami, “Pengaruh Website Design, Customer Trust dan Personalization terhadap Purchase Intention melalui Customer Satisfaction pada E-Commerce Shopee,” Jurnal Mirai Management, vol. 8, no. 1, pp. 458–468, 2023.

M. Rifqi Ashfa and A. Ishak, “Pengaruh Kualitas Layanan dan Kepuasan Pelanggan terhadap Niat Beli dan Pembelian Sebenarnya Tokopedia,” vol. 2, no. 5, pp. 108–132, 2023.

R. Y. Hellmi et al., “Diagnosis dan Pengelolaan Osteoartritis (Lutut, Tangan, dan Panggul),” Not Available, 2021.

A. A. Mohammad Salameh, H. Ahmad, F. Zulhumadi, and F. M. Abubakar, “Relationships between System Quality, Service Quality, and Customer Satisfaction,” Journal of Systems and Information Technology, vol. 20, no. 1, pp. 73–102, 2018, doi: 10.1108/jsit-03-2017-0016.

V. Lee, S. Park, and D. Lee, “The Effect of E-Commerce Service Quality Factors on Customer Satisfaction, Purchase Intention, and Actual Purchase in Uzbekistan,” Global Business and Finance Review, vol. 27, no. 3, pp. 56–74, 2022, doi: 10.17549/gbfr.2022.27.3.56.

R. Yadav and G. S. Pathak, “Determinants of Consumers’ Green Purchase Behavior in a Developing Nation: Applying and Extending the Theory of Planned Behavior,” Ecological Economics, vol. 134, pp. 114–122, 2017, doi: 10.1016/j.ecolecon.2016.12.019.

Ahsanu’amala, “Analisis Faktor-Faktor yang Memengaruhi Penghindaran Pajak Pada Perusahaan Pertambangan yang Terdaftar Di Bursa Efek Indonesia,” vol. 9, no. 2, pp. 29–39, 2020.

J. C. Athapaththu and D. Kulathunga, “Factors Affecting Online Purchase Intention: Effects of Technology and Social Commerce,” International Business Research, vol. 11, no. 10, p. 111, 2018, doi: 10.5539/ibr.v11n10p111.

I. Ashsifa, “Pengaruh Technology Acceptance Model (TAM) terhadap Kepuasan Pelanggan dan Niat Penggunaan Mobile Banking Secara Berkelanjutan (Privasi dan Personalisasi),” 3, no. 1, pp. 25–29, 2020.

M. Albashrawi, “Privacy and Personalization in Continued Usage Intention of Mobile Banking: An Integrative Perspective,” 2017.

N. N. Duy Phuong, L. T. Luan, V. Van Dong, and N. Le Nhat Khanh, “Examining Customers’ Continuance Intentions Towards E-Wallet Usage: The Emergence of Mobile Payment Acceptance in Vietnam,” Journal of Asian Finance, Economics and Business, vol. 7, no. 9, pp. 505–516, 2020, doi: 10.13106/JAFEB.2020.VOL7.NO9.505.

F. D. Davis, “Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology,” MIS Quarterly, vol. 13, no. 3, pp. 319–340, 1989.

M. Cao, Q. Zhang, and J. Seydel, “B2C e-commerce web site quality: An empirical examination,” Industrial Management and Data Systems, vol. 105, no. 5, pp. 645–661, 2005, doi: 10.1108/02635570510600000.

S. A. Raza, A. Umer, M. A. Qureshi, and A. S. Dahri, “Internet Banking Service Quality, E-Customer Satisfaction and Loyalty: The Modified E-SERVQUAL Model,” The TQM Journal, vol. 32, no. 6, pp. 1443–1466, 2020, doi: 10.1108/TQM-02-2020-0019.

I. B. Hong and H. S. Cha, “The mediating role of consumer trust in an online merchant in predicting purchase intention,” International Journal of Information Management, vol. 33, no. 6, pp. 927–939, 2013, doi: 10.1016/j.ijinfomgt.2013.08.007.

J. F. Hair, J. J. Risher, M. Sarstedt, and C. M. Ringle, “The Results of PLS-SEM Article information,” European Business Review, vol. 31, no. 1, pp. 2–24, 2019.

J. F. Hair, G. T. M. Hult, C. M. Ringle, and M. Sarstedt, A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Los Angeles: SAGE Publications, 2021.

S. Taylor and P. A. Todd, “Understanding Information Technology Usage: A Test of Competing Models,” 1995.

Y. Liu and H. Li, “Exploring the Impact of Use Context on Mobile Hedonic Services Adoption: An Empirical Study on Mobile Gaming in China,” Computers in Human Behavior, vol. 27, no. 2, pp. 890–898, 2011, doi: 10.1016/j.chb.2010.11.014.

R. Barkhi and L. Wallace, “The impact of personality type on purchasing decisions in virtual stores,” pp. 313–330, 2007, doi: 10.1007/s10799-007-0021-y.

M. Dachyar and L. Banjarnahor, “Factors influencing purchase intention towards consumer-to-consumer e-commerce,” Intangible Capital, vol. 13, no. 5, pp. 946–966, 2017, doi: 10.3926/ic.1119.

P. Taylor and P. Y. K. Chau, “An Empirical Investigation of the Determinants of User Acceptance of Internet Banking,” 2003, doi: 10.1207/S15327744JOCE1302.

R. S. N. Faradila and H. Soesanto, “Analisis Pengaruh Persepsi Kemudahan Penggunaan dan Persepsi Manfaat terhadap Minat Beli dengan Kepercayaan sebagai Variabel Intervening,” Jurnal Studi Manajemen Organisasi, vol. 13, no. 2, p. 149, 2016, doi: 10.14710/jsmo.v13i2.13406.

V. D. Nurmalia and L. E. Wija, “Pengaruh Persepsi Kemudahan dan Persepsi Kemanfaatan terhadap Minat Beli Secara Online,” Jurnal Riset Manajemen dan Bisnis, vol. 13, no. 1, p. 69, 2018, doi: 10.21460/jrmb.2018.131.305.

M. Moslehpour, V. K. Pham, W. K. Wong, and I. Bilgiçli, “E-purchase intention of Taiwanese consumers,” Sustainability, vol. 10, no. 1, 2018, doi: 10.3390/su10010234.

D. Gefen, “Customer Loyalty in E-commerce,” Journal of the Association for Information Systems, vol. 3, no. 1, pp. 27–53, 2002, doi: 10.17705/1jais.00022.

P. Choudhury, C. Foroughi, and B. Larson, “Work-from-anywhere: The productivity effects of geographic flexibility,” Strategic Management Journal, vol. 42, no. 4, pp. 655–683, 2021, doi: 10.1002/smj.3251.

Hendar, K. Sudarti, and H. Rhemananda, “Online customers satisfaction on repurchase intention: role of mobile shopping perceived customer,” in Advances in Intelligent Systems and Computing, vol. 1194, Springer International Publishing, 2021. doi: 10.1007/978-3-030-50454-0_45.

M. Ramkumar, T. Schoenherr, S. M. Wagner, and M. Jenamani, “Q-TAM: A Quality Technology Acceptance Model for Predicting Organizational Buyers’ Continuance Intentions for E-Procurement Services,” International Journal of Production Economics, vol. 216, pp. 333–348, 2019, doi: 10.1016/j.ijpe.2019.06.003.

C. H. Lien, Y. Cao, and X. Zhou, “Service quality, satisfaction, stickiness, and usage intentions,” Computers in Human Behavior, vol. 68, pp. 403–410, 2017, doi: 10.1016/j.chb.2016.11.061.

S. Baehre, M. O’dwyer, L. O’malley, and N. Lee, “The use of Net Promoter Score (NPS) to predict sales growth: insights from an empirical investigation,” 2022, doi: 10.1007/s11747-021-00790-2.

T. M. Nisar and G. Prabhakar, “What Factors Determine E-Satisfaction and Consumer Spending in E-Commerce Retailing?,” Journal of Retailing and Consumer Services, vol. 39, pp. 135–144, 2017, doi: 10.1016/j.jretconser.2017.07.010.

F. A. Amalia, A. Sosianika, and D. Suhartanto, “Indonesian Millennials’ Halal food purchasing: merely a habit?,” British Food Journal, vol. 122, no. 4, pp. 1185–1198, 2020, doi: 10.1108/BFJ-10-2019-0748.

S. L. Brown, R. M. Nesse, A. D. Vinokur, and D. M. Smith, “Providing Social Support may be More Beneficial than Receiving It: Results from a Prospective Study of Mortality,” Psychological Science, vol. 14, no. 4, pp. 320–327, 2003, doi: 10.1111/1467-9280.14461.

S. S. Kim, “Purchase intention in the online open market: Do concerns for e-commerce really matter?,” Sustainability, vol. 12, no. 3, 2020, doi: 10.3390/su12030773.

V. Mirabi, H. Akbariyeh, and H. Tahmasebifard, “A Study of Factors Affecting on Customers Purchase Intention: Case Study: The Agencies of Bono Brand Tile in Tehran,” Journal of Multidisciplinary Engineering Science and Technology (JMEST), vol. 2, no. 1, pp. 267–273, 2015.

I. Nangi and I. Sukaatmadja, “Pengaruh Aplikasi TAM dan Kepercayaan terhadap Minat Mahasiswa Membeli Ulang Menggunakan E-Commerce dalam Pembelian Produk Pakaian dan Aksesoris,” E-Jurnal Manajemen Universitas Udayana, vol. 4, no. 7, pp. 2517–2548, 2015.

S. Rakhmawati and I. Isharijadi, “Pengaruh Kepercayaan, Persepsi Kegunaan, Persepsi Kemudahan, dan Persepsi Kenyamanan terhadap Minat Penggunaan Sistem Internet Banking,” Assets: Jurnal Akuntansi dan Pendidikan, vol. 2, no. 2, p. 71, 2013, doi: 10.25273/jap.v2i2.1200.

P. C. S. Wu, G. Y. Y. Yeh, and C. R. Hsiao, “The effect of store image and service quality on brand image and purchase intention for private label brands,” Australasian Marketing Journal, vol. 19, no. 1, pp. 30–39, 2011, doi: 10.1016/j.ausmj.2010.11.001.

O’Kane, “International Journal of Health Care Quality Assurance,” 2011.

S. Gounaris, S. Dimitriadis, and V. Stathakopoulos, “An examination of the effects of service quality and satisfaction on customers’ behavioral intentions in e-shopping,” Journal of Services Marketing, vol. 24, no. 2, pp. 142–156, 2010, doi: 10.1108/08876041011031118.

K. Boonlertvanich, “Service quality, satisfaction, trust, and loyalty: the moderating role of main-bank and wealth status,” International Journal of Bank Marketing, vol. 37, no. 1, pp. 278–302, 2019, doi: 10.1108/IJBM-02-2018-0021.

C. L. Hsu, M. C. Chen, and V. Kumar, “How Social Shopping Retains Customers? Capturing the Essence of Website Quality and Relationship Quality,” Total Quality Management & Business Excellence, vol. 29, no. 1–2, pp. 161–184, 2018, doi: 10.1080/14783363.2016.1171706.

A. Bagus Elciano, D. R. Atmaja, R. Rojuaniah, I. L. H. Hafidz, and F. Trianda, “Pengaruh Faktor Kualitas Layanan Aplikasi J&T Express terhadap Kepuasan Pelanggan, Niat Beli, dan Pembelian Aktual,” Jurnal Informatika Ekonomi Bisnis, vol. 5, pp. 844–851, 2023, doi: 10.37034/infeb.v5i4.673.

M. M. Shafiee and N. A. Bazargan, “Behavioral Customer Loyalty in Online Shopping: The Role of E-Service Quality and E-Recovery,” Journal of Theoretical and Applied Electronic Commerce Research, vol. 13, no. 1, pp. 26–38, 2018, doi: 10.4067/S0718-18762018000100103.

N. Vasic, M. Kilibarda, and T. Kaurin, “The Influence of Online Shopping Determinants on Customer Satisfaction in the Serbian Market,” Journal of Theoretical and Applied Electronic Commerce Research, vol. 14, no. 2, 2019, doi: 10.4067/s0718-18762019000200107.