A Study of The Relationship Among Shopee E-commerce Platform E-service Quality, E-trust, E-customer Satisfaction and Behavioral Intentions of Online Shopping Customers

Galih Pratama (Islamic University of Indonesia)
Erlita Ridanasti (Islamic University of Indonesia)

International Journal of Management Science and Information Technology (IJMSIT)
Vol. 3 No. 2 (2023): July - December 2023

This research makes a significant contribution by exploring the relationship between service quality, electronic trust, electronic customer satisfaction, and the purchasing behavior intention of online female customers. Employing a quantitative approach with purposive sampling, data was collected from 259 respondents in Yogyakarta and its surrounding areas through Google Form questionnaires. The data analysis, conducted using t-tests and simple linear regression in SPSS, revealed that electronic service quality has a positive and significant impact on electronic trust and electronic customer satisfaction. Electronic trust also shows a significant positive effect on electronic customer satisfaction. Electronic customer satisfaction, electronic trust, and electronic service quality each have a positive and significant influence on behavioral intention. These findings hold strategic implications for e-commerce companies in improving responsiveness to consumer issues, aiming to enhance overall service quality, build customer trust, create electronic customer satisfaction, and encourage positive behavioral intentions in online shopping.