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All Journal JURNAL MANAJEMEN DAN BISNIS EQUILIBRIUM
Nurfihan
Sekolah Tinggi Bisnis Runata
Economics, Econometrics & Finance Social Sciences

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CREATING E-COMMERCE CUSTOMER SATISFACTION: THE EFFECT OF SHOPPING SAFETY AND TRUST-MEDIATED PRODUCT QUALITY ON SHOPEE USERS Luh Kadek Budi Martini; Mutria Farhaeni; Nurfihan
Jurnal MBE Manajemen Bisnis, Equilibrium Vol 12 No 2 (2026): Jurnal Manajemen dan Bisnis Equilibrium
Publisher : Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Ngurah Rai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47329/jurnalmbe.v12i2.1840

Abstract

The rapid growth of e-commerce has encouraged companies to enhance customer satisfaction as a crucial factor in maintaining business competitiveness. This study aims to analyze the effect of shopping security and product quality on customer satisfaction, with trust serving as a mediating variable among Shopee users. A quantitative approach with a survey method was employed in this research. Data were collected through questionnaires distributed to Shopee users who had previously conducted online purchasing transactions using a purposive sampling technique. Data analysis was performed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software. The results indicate that shopping security has a positive and significant effect on trust, and product quality also has a positive and significant effect on trust. Product quality was found to have a positive and significant effect on customer satisfactio. However, shopping security does not significantly affect customer satisfaction, and trust does not significantly affect customer satisfaction.
Co-Authors Farhaeni, Mutria Luh Kadek Budi Martini