The Effect of Electronic Service Quality, Customer Shopping Experience, And Trust on Repurchase with Customer Involvement as Mediation on Shopee Customers in Banda Aceh

*Iqa Fitria, Muhammad Adam, & Hafasnuddin
Management Department, Universitas Syiah Kuala, Indonesia
DOI – http://doi.org/10.37502/IJSMR.2023.6716

Abstract

This research aims to examine the electronic service quality, customer shopping experience, and trust role in repurchase with customer involvement as mediation on Shopee customers in Banda Aceh City. In this study, the population was all the people of Banda Aceh City who have made purchases at the Shopee Marketplace. This study used non-probability sampling – Quota Sampling as a method of sampling the respondents who have made purchases on Shopee e-commerce. The number of samples is 150. Data were collected by distributing questionnaires and were tested using SPPS, AMOS, and Sobel calculator as statistical tools. The results prove that according to the perspective of Shopee customers in Banda Aceh, Electronic Service Quality, Customer Experience, Trust, Customer Involvement, and Repurchase have been Good; Electronic Service Quality significantly affects Customer Involvement; Customer Shopping Experience significantly affects Customer Involvement; Trust significantly affects Customer Involvement; Electronic Service Quality significantly affects Repurchase; Customer Shopping Experience does not significantly affect Repurchase, Trust does not significantly affect Repurchase, Customer Involvement significantly affects Repurchase, Electronic Service Quality significantly affects Repurchase Through Customer Involvement, Customer Shopping Experience does not significantly affect Repurchase through Customer Involvement, and Trust significantly affects Repurchase through Customer Involvement. The findings also prove that customer involvement serves as a partial mediator for the Electronic Service Quality role in Repurchase and as a full mediator for the Trust role in Repurchase. So it is evident that the model of increasing Repurchases for Shopee customers in Banda Aceh is a function of improving its Shopee Electronic Service Quality, increasing customer Trust, and increasing customer involvement.

Keywords: Electronic Service Quality, Shopping Experience, Customer Involvement, Trust, Repurchase

References

Ahdiat, A. (2022). Ini Pertumbuhan Pengunjung Shopee sampai Kuartal II 2022. Retrieved December 22, 2022, from databoks website: https://databoks.katadata.co.id/datapublish/2022/11/21/ini-pertumbuhan-pengunjung-shopee-sampai-kuartal-ii-2022
Alghifari, A. Y., & Rahayu, T. S. M. (2021). Pengaruh Diskon, Kualitas Website, Persepsi Risiko Dan Kepercayaan Terhadap Keputusan Pembelian Pada Online Shop Shopee: Studi Pada Mahasiswa Universitas Muhammadiyah Purwokerto. Derivatif : Jurnal Manajemen, 15(2), 223–236. https://doi.org/10.24127/jm.v15i2.635
Amal, K., & Hafasnuddin. (2017). Pengaruh Harga dan kepercayaan Terhadap Niat Pembelian Online dengan Persepsi Nilai Sebagai Variabel Mediasi (Studi Pada Konsumen Blibli.com di Kota Banda Aceh). Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, 2(1). https://doi.org/https://doi.org/10.24815/jimen.v2i1.2728
Amri, S., Ma’ruf, J. J., Tabrani, M., & Darsono, N. (2019). The Influence of Shopping Experience and Perceived Value Toward Customer Satisfaction and Their Impacts on Customer Loyalty at Minimarkets in Aceh. International Review of Management and Marketing, 9(4), 87–94. https://doi.org/10.32479/irmm.7541
Antwi, S. (2021). “I just like this e-Retailer”: Understanding online consumers repurchase intention from relationship quality perspective. Journal of Retailing and Consumer Services, 61, 1–6. https://doi.org/https://doi.org/10.1016/j.jretconser.2021.102568
Aurelia, F., & Nawawi, M. T. (2021). Pengaruh Customer Satisfaction, Perceived Value, dan Kepercayaan Terhadap Online Pembelian Kembali Pada Fashion Di Instagram Di Jakarta. Jurnal Manajerial Dan Kewirausahaan, III(1), 117–126.
Berliana, M., & Zulestiana, D. A. (2020). Pengaruh Kualitas Pelayanan Elektronik Terhadap Customer Satisfaction dan Loyalty pada pengguna Gopay di Indonesia. Riset Dan E-Jurnal Manajemen Informatika Komputer, 4(2), 223–229. https://doi.org/https://doi.org/10.33395/remik.v4i2.10532
Dewi, I. G. A. P. R. P., & Ekawati, N. W. (2019). Peran Kepuasan konsumen Mediasi Pengaruh Brand Image Terhadap Pembelian Kembali. E-Jurnal Manajemen, 8(5), 2722–2752.
Fang, Y., Chiu, C., & Wang, E. T. G. (2011). Understanding customers’ satisfaction and repurchase intentions: An integration of IS success model, trust, and justice. Internet Research, 21(4), 479–503. https://doi.org/https://doi.org/10.1108/10662241111158335
Gosal, G. B. R., & Bernarto, I. (2021). Pengaruh Kualitas Pelayanan Elektronik terhadap E- satisfaction dan Pengaruh E-satisfaction, E-security, dan Kualitas Pelayanan Elektronik terhadap E-Pembelian Kembali Secara Langsung pada pengguna E-Comemrce Tokopedia. Jurnal Administrasi Bisnis (JAB), 11(2), 93–103.
Gulfraz, M. B., Sufyan, M., Mustak, M., Salminen, J., & Srivastava, D. K. (2022). Understanding the impact of online customers’ shopping experience on online impulsive buying: A study on two leading E-commerce platforms. Journal of Retailing and Consumer Services, 68. https://doi.org/https://doi.org/10.1016/j.jretconser.2022.103000
Hair, J. F., Black, W. C., & Babin, B. J. (2010). Multivariate data analysis : a global perspective (Global). Boston: Pearson Education.
Hijjah, R., & Ardiansari, A. (2015). Pengaruh Pengalaman Berbelanja dan Customer Value Terhadap Customer Loyalty Melalui Customer Satisfaction. Management Analysis Journal, 4(4), 281–288.
Japarianto, E., & Adelia, S. (2020). Pengaruh Tampilan Web Dan Harga Terhadap Minat Beli Dengan Kepercayaan Sebagai Intervening Variable Pada E-Commerce Shopee. Jurnal Manajemen Pemasaran, 14(1), 35–43. https://doi.org/https://doi.org/10.9744/pemasaran.14.1.35-43
Kartika, M., & Ganarsih, R. L. (2019). Analisis E-Wom, Online Shopping Experience Dan Trust Terhadap Keputusan Pembelian Dan Kepuasan Konsumen E-Commerce Shopee Pada Mahasiswa Pascasarjana Universitas Riau. Jurnal Tepak Manajemen Bisnis, 11(2), 289–307.
Kim, H., Suh, K.-S., & Lee, U.-K. (2013). Effects of collaborative online shopping on shopping experience through social and relational perspectives. Information & Management, 50(4), 169–180. https://doi.org/https://doi.org/10.1016/j.im.2013.02.003
Kim, M.-J., Chung, N., & Lee, C.-K. (2011). The effect of perceived trust on electronic commerce: Shopping online for tourism products and services in South Korea. Tourism Management, 32(2), 256–265. https://doi.org/https://doi.org/10.1016/j.tourman.2010.01.011
Meidita, Y., Suprapto, & Rokhmawati, R. I. (2018). Pengaruh Kualitas Layanan Terhadap Kepuasan, Kepercayaan dan Loyalitas Pelanggan pada E-Commerce (Studi Kasus : Shopee). Jurnal Pengembangan Teknologi Informasi Dan Ilmu Komputer, 2(11), 5682–5690.
Muharam, H., Chaniago, H., Bin, A., & Endraria. (2021). Kualitas E-Layanan, Kepercayaan dan Kepuasan Pelanggan: Analisis Loyalitas Konsumen Market Place. JURNAL MINDS Manajemen Ide Dan Inspirasi, 8(2), 237–254. https://doi.org/10.24252/minds.v8i2.23224
Pranitasari, D., & Sidqi, A. N. (2021). Analisis Kepuasan Pelanggan Elektronik Shopee Menggunakan Metode E-Service Quality dan Kartesius. Jurnal Akuntansi Dan Manajemen, 18(2), 12–31. https://doi.org/https://doi.org/10.36406/jam.v18i02.438
Rahmasari, D., Suryani, E., & Oktaryani, S. (2019). Pengaruh Leverage Dan Likuiditas Terhadap Nilai Perusahaan Dengan Kebijakan Dividen Sebagai Variabel Intervening. Jurnal Sosial Ekonomi Dan Humaniora, 5(1), 66–82.
Riorini, S. V., & Widayati, C. C. (2015). Relationship Commitment dan Keterlibatan Pelanggan: Stimulus serta Konsekwensi Pada Konsumen Pengguna Transportasi Darat. MIX: Jurnal Ilmiah Manajemen, 5(3). https://doi.org/10.22441/jurnal_mix
Romadhan, M. R., Indriastuty, N., & Prihandoyo, C. (2019). E-Service Quality Kepuasan Konsumen Melalui E-Commerce Terhadap Loyalitas Konsumen. Jurnal Geoekonomi, 10(2), 150–163. https://doi.org/https://doi.org/10.36277/geoekonomi.v10i2.90
Saidani, B., Lusiana, L. M., & Aditya, S. (2019). Analisis Pengaruh Kualitas Website Dankepercayaan Terhadap Kepuasan Pelanggandalam Membentuk Minat Pembelian Ulang Padapelanggan Shopee. Jurnal Riset Manajemen Sains Indonesia, 10(2), 425–444. https://doi.org/DOI: doi.org/10.21009/JRMSI.010.2.10
Seber, V. (2018). The Effect Of Interaction Via Social Media And Past Online Shopping Experience On Repurchase Intention Through Trust In Tokopedia Application Users In Surabaya. Research In Management and Accounting (RIMA), 1(2), 92–113. https://doi.org/https://doi.org/10.33508/rima.v1i2.2595
Shah, K. A. M., & Ashar, S. M. (2019). Impact Of Informativeness Gratification Toward Consumer Emotions In Online Purchase. Conference: 13th Asian Academy of Management International Conference, 329–340. https://doi.org/DOI: 10.15405/epsbs.2020.10.29
Wilson, N., & Keni. (2018). Pengaruh Website Design Quality dan Kualitas Jasa Terhadap Pembelian Kembali : Variabel Kepercayaan Sebagai Variabel Mediasi. Jurnal Manajemen Dan Pemasaran Jasa, 11(2), 291–310. https://doi.org/http://dx.doi.org/10.25105/jmpj.v11i2.3006
Wiyata, M. T., Putri, E. P., & Gunawan, C. (2020). Pengaruh Pengalaman Berbelanja, Ease Of Use, dan Customer Kepercayaan Terhadap Pembelian Kembali Konsumen Situs Jual Beli Online Shopee Di Kalangan Mahasiswa Kota Sukabumi. CAKRAWALA – Repositori IMWI, 3(1), 11–21.
Wu, L.-Y., Chen, K.-Y., Chen, P.-Y., & Cheng, S.-L. (2014). Perceived value, transaction cost, and repurchase-intention in online shopping: A relational exchange perspective. Journal of Business Research, 67, 2768–2776. https://doi.org/10.1016/j.jbusres.2012.09.007
Wuisan, D. S. ., Candra, D., Tanaya, M. A., Natalia, V., & Bernarto, I. (2020). Pengaruh Website Design Quality dan E-Service Quality Terhadap Repurchase Intention Sociolla E-Trust Sebagai Variabel Mediasi. Computatio : Journal Of Computer Science and Information Systems, 4(1), 55–67. https://doi.org/https://doi.org/10.24912/computatio.v4i1.7748