The Influence Of Online Service Quality (PESQ) On Customer Trust (E-Trust) On The Shopee Indonesia E-Commerce Platform

Authors

  • Salma Asy Syifa Pamulang University
  • Elzius Fransiscus Lumban Gaol Pamulang University
  • Ferdi Rohman Supriadi Pamulang University
  • Hamsinah Hamsinah Pamulang University

Abstract

This research explores the broad impact of digital technology, especially the internet, on the trade sector in Indonesia. A significant transformation can be seen in the shift from conventional trading to electronic commerce or e-commerce, which is better known as marketplace or market place. The increase in smartphone users with internet access has facilitated the use of social media, opening up educational opportunities for middle class people regarding online trading. By focusing on this development, this research adopts a quantitative approach with a quantitative associative method, which is based on the philosophy of positivism. The aim of the research is to examine the relationship between online service quality (PeSQ) and customer trust (E-Trust) on the Shopee e-commerce platform in Indonesia. Through quantitative statistical analysis, this research aims to identify the extent to which service quality contributes to the level of customer trust in the Shopee e-commerce context. The results of hypothesis testing show that online service quality (PeSQ) has a significant influence on customer trust (e-Trust) in Shopee . Regression analysis revealed an equation indicating a positive relationship between service quality and customer trust. A high correlation of 0.834 indicates a very strong relationship between the two variables. The conclusions of this research strengthen the view that online service quality plays an important role in forming customer trust in the Shopee e-commerce context. As much as 69.6% of the variation in customer trust can be explained by service quality, while the remainder is influenced by other factors not examined in this study.

Keywords: Quality of Service Received Online (PeSQ), Customer Trust (e-Trust)

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Published

2023-12-01

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Vol. 4 No. 1 (2023): HUMANIS (Humanities, Management and Science Proceedings)

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