Pengaruh Faktor E-Service Quality Dan Kepuasan Konsumen Terhadap Perilaku Konsumen Pada Produk Fashion Di E- Commerce Shopee

Anthony Anthony; Agung Stefanus Kembau; Antonius Felix

doi:10.36418/syntax-literate.v7i11.15376

Anthony Anthony Fakultas Ilmu Sosial Dan Humaniora, Universitas Bunda Mulia, Jakarta, Indonesia.
Agung Stefanus Kembau Fakultas Ilmu Sosial Dan Humaniora, Universitas Bunda Mulia, Jakarta, Indonesia.
Antonius Felix Fakultas Ilmu Sosial dan Humaniora, Universitas Bunda Mulia, Jakarta, Indonesia

DOI: https://doi.org/10.36418/syntax-literate.v7i11.15376

Keywords: E-commerce, Shopee, Fashion, E-Service Quality, Information Quality, Website Aesthetics

Abstract

Teknologi Informasi dan Komunikasi (TIK) mengubah lanskap perdagangan di Indonesia melalui e-commerce, memudahkan pemasaran digital dan memberikan kenyamanan konsumen. Pada 2022, Indonesia memimpin transaksi e-commerce di Asia Tenggara dengan GMV Rp476,3 triliun. Shopee, platform terkemuka, mendominasi kunjungan dan unduhan pada 2023, dengan survei menunjukkan produk fashion sebagai kategori paling diminati. Kualitas layanan elektronik (e-service quality) di Shopee menjadi kunci untuk memahami perilaku pelanggan dalam belanja daring. Penelitian ini berfokus pada dampak kualitas layanan dan kepuasan pelanggan, khususnya produk fashion di Shopee, untuk membangun landasan pengetahuan yang kokoh. Dengan pendekatan kuantitatif menggunakan Google Forms, dari 158 responden, 139 diikutsertakan dalam analisis data menggunakan SmartPLS 3.2.9. Temuan menunjukkan Customer Satisfaction berpengaruh signifikan terhadap Site Revisit, dan hubungan antara Customer Satisfication dengan Repurchase Intention, Customer Service dengan Overall E-Service Quality, dan Fulfilment dengan Overall E-Service Quality tidak signifikan. Oleh karena itu, menjaga dan meningkatkan Overall E-Service Quality menjadi kunci utama untuk menciptakan pengalaman positif pelanggan dan mendukung pertumbuhan bisnis e-commerce.

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