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All Journal JRMSI - Jurnal Riset Manajemen Sains Indonesia Indonesian Journal of Economy, Business, Entrepreneuship and Finance (IJEBEF) Prosiding University Research Colloquium Jurnal Ekonomi, Manajemen, Akuntansi Jejak digital: Jurnal Ilmiah Multidisiplin Aksi Kita: Jurnal Pengabdian Kepada Masyarakat Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi
Kasofi, Adnan
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology 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 Asa, Ringga Sentagi Astuti, Dyah Chairiyah, Royani Choerunisa, Adin Nanda Cindy, Vera Deyana Esterilita, Mari Evitasari, Kirayna Fadillah F, Nadya Kalila, Sekar Ayu Lazuardi, Keiza Zeta Mandatain, Dinda Munawaroh Munawaroh Munawaroh Nugroho, Rizky Ramadhani Osly Usman P , Agung Kresnamurti Rivai Pamungkas, Ilham Dwi Parlyna , Ryna Prayoga, Puspitasari Nurul D Ryna Parlyna, Ryna Sadat, Andi Muhammad Shabrina, Fildzah Sudiharjo, M. Hafiyyan Usep Suhud