Measuring E-Commerce Customer Satisfaction and Loyalty in Jakarta Using E-SERVQUAL and IPA Case Study JD.ID

Islam, Sri Susilawati
Redi, Anak Agung Ngurah Perwira
Lestari, Tika Endah
Prasetyo, Yogi Tri
Effendi, Nabila Salsabillah
Young, Michael Nayat

Indonesian Journal of Computing, Engineering, and Design
Vol. 7 No. 1 (2025): IJoCED

In order to improve customer satisfaction and loyalty to e-commerce, certain aspects of e-service quality need to be emphasized. To evaluate the collected data, the study employs SEM-PLS, and Importance Performance Map Analysis (IPA). The findings show that variables such as website reliability, security, compensation, responsiveness, personalization, and assurance significantly affect consumer satisfaction, which in turn has a positive influence on customer loyalty. According to the results of the IPA research, e-commerce must concentrate on security factors which have 0.086 importance to strengthen its security controls and increase customer loyalty and trust. Hence, to maintain high-priority variables, e-commerce should also maintain website design variables and customer satisfaction.