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All Journal JDM (Jurnal Dinamika Manajemen) JRMSI - Jurnal Riset Manajemen Sains Indonesia Journal of Applied Data Sciences Jurnal Bisnis, Manajemen, dan Keuangan Jurnal Pendidikan Ekonomi, Perkantoran, dan Akuntansi Ekopedia: Jurnal Ilmiah Ekonomi Jejak digital: Jurnal Ilmiah Multidisiplin Jurnal Ilmu Sosial dan Humaniora Indonesia Economic Journal
Ryna Parlyna, Ryna
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Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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The Influence of E-Service Quality and Price Fairness on E-Loyalty through E-Satisfaction among Shopee Sellers Cindy, Vera Deyana; Parlyna, Ryna; Kasofi, Adnan; Munawaroh
JRMSI - Jurnal Riset Manajemen Sains Indonesia Vol. 17 No. 1 (2026): Jurnal Riset Manajemen Sains Indonesia
Publisher : Fakultas Ekonomi, Universitas Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/JRMSI.017.1.1

Abstract

Due to the swift expansion of e-commerce in Indonesia, Shopee has become the most dominant marketplace. However, Shopee faces strategic difficulties in retaining seller loyalty due to the rise of new rival, especially with regard to thoughts about administrative costs and the standards of services provided. This study uses the theory of S-O-R to examine price fairness and e-service quality influence on Shopee sellers' e-loyalty through e-satisfaction as a mediating variable. Using a judgmental sampling approach, 205 Shopee sellers that run businesses in the Greater Jakarta region and have been actively selling during the last six months represent the study's sample. A six-point Likert scale questionnaire was used to gather the data, and Microsoft Excel and SmartPLS 4 were used for analysis. The findings indicate that e-service quality positively and significantly influenced e-satisfaction and e-loyalty. Price fairness, on the other hand, positively and significantly affects e-satisfaction but has insignificant influence on e-loyalty. Moreover, e-satisfaction positively and significantly influenced e-loyalty. E-satisfaction indirectly mediates the relationship between price fairness and e-loyalty, but not the relationship between e-service quality and e-loyalty.
Co-Authors Abror Abror Adhar, Ranisya Refanka Al Fatih, Muhammad Shadiq Ali, Mohammed Ameen Sallam Ananda Ameliani Arif Marsal Cindy, Vera Deyana Clarisa, Imelda Bella Corry Yohana Fidhyallah, Nadya Fadillah Hardini, Inkreswari Retno Hermawan, Sabo Hidayat, Nurdin Holipah, Siti Ismail Ismail, Shuja Azmi Kasofi, Adnan Latasa Muhammad, Dorojatun Zaidan Lazuardi, Keiza Zeta Maulana, Achmad Zaky Maulana, Hipnu Mohamad Rizan Mulia, Hendryawan Cipta Munawaroh Musfikhuna, Khosyatillah Osly Usman Perengki Susanto Pramesti , Lia Indah Pratiwi, Viyonila Rahmatillah, Adzkia Shabrina, Fildzah Susanto, Parengki Udhiyantik, Fitri Wahyu