Optimizing E-Loyalty on The Bukalapak E-Commerce Platform: Exploring the Role of E-Service Quality Mediated by E-Satisfaction and E-Trust

Nina Apriyanti, Siti Ijah Azizah, Soesanty Maulany

Abstract


This study aims to analyze and prove the effect of e-service quality on optimizing e-loyalty mediated by e-trust and e-satisfaction on the Bukalapak e-commerce platform by focusing on Bukalapak users in Cirebon City. This research focuses on the use of Bukalapak, where there are still many complaints felt by Bukalapak users regarding long delivery, the Bukalapak help center cannot be contacted, and the pay later payment service is never late but the payment status is pending. These indications can be seen from user reviews published on several news sites. Sample determination was carried out through a purposive sampling technique. In this study, the sampling technique was carried out using the Slovin formula with an error tolerance level of 10%, so that the number of respondents was 100. Respondents were selected based on the criteria of having used Bukalapak e-commerce services for the last 5 months and being domiciled in Cirebon City. The data collection method was carried out by distributing questionnaires online via Google Forms. Path analysis technique using SPSS Version 29.0.2.0 for Windows. Hypothesis testing was carried out using the Sobel test method. The results showed that e-service quality has a positive and significant effect on e-trust, e-satisfaction, and e-loyalty. E-satisfaction and e-trust have a positive and significant effect on e-loyalty. The results of this study also show that e-satisfaction and e-trust can mediate the effect of e-service quality on e-loyalty.

 

Keywords:  E-commerce, E-service quality, E-satisfaction, E-trust, E-loyalty


Keywords


E-commerce, E-service quality, E-satisfaction, E-trust, E-loyalty

Full Text:

PDF

References


Adi Ahdiat. (2023, January 10). E-Commerce Trends 2023, Visits to Shopee and Blibli Increase. Katadata Media Network. https://databoks.katadata.co.id/datapublish/2024/01/10/tren-e-commerce-2023-kunjungan-ke-shopee-dan-blibli-meningkat

Alfanur, F., & Kadono, Y. (2021). Empirical Study of Purchase Intention and Behavior of E-Commerce Consumers in Indonesia. Malaysian E Commerce Journal, 5(1), 20–28. https://doi.org/10.26480/mecj.01.2021.20.28

Ali Alkhateeb, M. (2020). Impact of E-services quality on e-loyalty in paltel E-satisfaction as a mediating variable. International Journal of Web Portals, 12(2), 81–101. https://doi.org/10.4018/IJWP.2020070105

Andarningtyas, N. (2019, February 16). Bukalapak application is still showered with negative comments. Antaranews.Com. https://www.antaranews.com/berita/799019/aplikasi-bukalapak-masih-dihujani-komentar-negatif

Anggoro Wilis, R., & Nurwulandari, A. (2020b). The effect of E-Service Quality, E-Trust, Price and Brand Image Towards E-Satisfaction and Its Impact on E-Loyalty of Traveloka’s Customer. 4(3).

Armansyah, R. F. (2020). A Study of Investor Financial Behavior on Online Trading System in Indonesian Stock Exchange: E-Satisfaction, E-Loyalty, And E-Trust. Journal of Economics, Business, & Accountancy Ventura, 23(1). https://doi.org/10.14414/jebav.v23i1.2176

Badan Pusat Statistik. (2023). Statistik E-commerce 2022-2023.

Chmeis, S. T. J. E., & Zaiter, R. (2024). The Impact of E-Service Quality on E-Loyalty Through the Mediating Effects of E-Satisfaction and E-Trust in Lebanon. Journal of Law and Sustainable Development, 12(2), e2770. https://doi.org/10.55908/sdgs.v12i2.2770

Curatman, A., Suroso, A., Junaedi, J., Maulana, Y., Rahmadi, R., & Maulany, S. (2019). Could the Loyalty Program Increase Store Loyalty?

Deny, S. (2023, November 7). Still loved, Indonesia’s E-Commerce Users Reach 196 Million in 2023. Liputan6. https://www.liputan6.com/bisnis/read/5447108/masih-digandrungi-pengguna-e-commerce-indonesia-capai-196-juta-di-2023

Disdukcapil Jabar. (2023). Buku Data Agregat Tahun 2023 Semester 1.

Eka Santhika. (2018, July 3). Users Complain of Uncomfortable Shopping on Bukalapak Site. CNN Indonesia. https://www.cnnindonesia.com/teknologi/20180703170608-185-311156/pengguna-keluhkan-tidak-nyaman-belanja-di-situs-bukalapak

Ellitan, L., Lim, S. F., & Kristanti, M. M. (2023). The Influence of E-Service Quality and Brand Image On Customer Loyalty Through Customer Satisfaction On “Bibit” Application Users. Research In Management and Accounting, 6(2), 104–118. https://doi.org/10.33508/rima.v6i2.4490

Fatimah, S. E., & Purdianto, A. (2020). Factors Affecting Entrepreneurial Interest Among Students in Higher Education.

Ginting, Y. M., Chandra, T., Miran, I., & Yusriadi, Y. (2023). Repurchase intention of e-commerce customers in Indonesia: An overview of the effect of e-service quality, e-word of mouth, customer trust, and customer satisfaction mediation. International Journal of Data and Network Science, 7(1), 329–340. https://doi.org/10.5267/j.ijdns.2022.10.001

Hamdani, N. A., & Sari, I. (2023). International Journal of Business, Economics and Social Development Investigating the Relationship between Entrepreneurial Knowledge and Entrepreneurial Interest: A Survey on E-Commerce Entrepreneur. 4(3), 132–138.

Handayani, D. F. R., PA, R. W., & Nuryakin, N. (2021). The influence of e-service quality, trust, brand image on Shopee customer satisfaction and loyalty. Jurnal Siasat Bisnis, 25(2), 119–130. https://doi.org/10.20885/jsb.vol25.iss2.art3

Hongdiyanto, C., Padmalia, M., Gladys, ), Gosal, G., Devi, ), & Wahanadie, V. (2020). THE INFLUENCE OF E-SERVICE QUALITY AND E-RECOVERY TOWARDS REPURCHASE INTENTION ON ONLINE SHOP IN SURABAYA: THE MEDIATING ROLE OF CUSTOMER LOYALTY. In Development of Research Management): Jurnal Manajemen (Vol. 15, Issue 2).

Ida Bagus Agung Surya Ari, P., Ketut, R. I., Gakg, S. I., & Putu Yudi, S. (n.d.). The Role Of Trust Mediates The Influence Of Brand Image And Customer Experience On Reuse Intention: A Study Of Bukalapak Users In Denpasar City. https://doi.org/10.18551/econeurasia.2023-09

Innayah, E. P., Ekowati, V. M., Supriyanto, A. S., & Masyhuri, J. (2022). Electronic Word-Of-Mouth (E-WOM) In Social Media As A Predictor Of Invest-ment Intention In Capital Market. Universitas Brawijaya. Journal of Applied Management (JAM), 20(4), 753–767. https://doi.org/10.21776/ub.jam.2022.020

Juwaini, A., Chidir, G., Novitasari, D., Iskandar, J., Hutagalung, D., Pramono, T., Maulana, A., Safitri, K., Fahlevi, M., Sulistyo, A. B., & Purwanto, A. (2022). The role of customer e-trust, customer e-service quality and customer e-satisfaction on customer e-loyalty. International Journal of Data and Network Science, 6(2), 477–486. https://doi.org/10.5267/j.ijdns.2021.12.006

Komang, A. N., Diah, A., & Bayu, S. (2023). The Effect Of E-Satisfaction, E-Trust, And Perceived Value On Bukalapak Consumers’ Repurchase Intention. Eurasia: Economics & Business, 3–4. https://doi.org/10.18551/econeurasia.2023-10

Kredibel.com. (2024, March 20). Bukalapak User Reviews. Kredibel.Com. https://www.kredibel.com/review/bukalapak.com

Mukaromah Dewi Puspita, A., & Shinta Dhewi, T. (2022). The Effect of E-Service Quality on E-Customer Loyalty with E-WOM and Brand Image as Mediating Variables (Study on Shopee Food Consumers in Malang City). In International Journal Of Humanities Education And Social Sciences (IJHESS) E-ISSN (Vol. 2, Issue 1). https://ijhess.com/index.php/ijhess/

Nalendra, A. R. A., Rosalinah, Y., Priadi, A., Subroto, I., Rahayuningsih, R., Lestari, R., Kusamandari, S., Yuliasari, R., Astuti, D., Latumahina, J., Purnomo, M. W., & Zede, V. A. (2021). Statistika Seri Dasar Dengan SPSS.

Nurhayati-Wolff, H. (2023, December 13). E-commerce in Indonesia - statistics & Facts. Statista. https://www.statista.com/topics/5742/e-commerce-in-indonesia/#topicOverview

Omranifard, M. H., & Robatmili, M. (2022). Examining E-Commerce Satisfaction and Sales Growth Considering the Role of Trust in Social Commerce. Tehnicki Glasnik, 16(3), 379–384. https://doi.org/10.31803/tg-20220607195251

Pradana, B. I., Parwati, K. Y., Ardian, F., & Li, N. R. (2024). Validating Dimensions Of Mobile Service Quality E-Commerce Consumer To Consumer (C2c) In Indonesia From Seller’s Perspective. Jurnal Aplikasi Manajemen, 22(1). https://doi.org/10.21776/ub.jam.2024.022.01.01

Praseptiawan, M., Gultom, M. O. N., & Untoro, M. C. (2022). The Evaluation of E-Commerce Using the Customer Satisfaction Index and Importance Performance Analysis. Jurnal Sisfokom (Sistem Informasi Dan Komputer), 11(1), 60–65. https://doi.org/10.32736/sisfokom.v11i1.1167

Putri, P. P. S. S., & Setiawati, C. I. (2021). E-Service Quality, Customer Satisfaction, And Repurchase Intention: Analyzing The Impact On E-Commerce Platform. https://doi.org/10.21776/ub.jam.2021.019

Putu Artaya, I., & Kamisutara, M. (2023b). The Spirit of Society Journal The Influence of Consumer Satisfaction and Confidence Against Repurchase of Computer Products in Surabaya. In The Spirit of Society Journal (Vol. 7, Issue 1). Online. https://jurnal.narotama.ac.id/index.php/scj/index

Sağlam, M., & Jarrar, M. (2021). The Effects Of E-Satisfaction, E-Brand Loyalty And E-Trust Levels On Consumer Behavioral Intentions: A Study On Online Shoppers In Turkey. In Journal of International Trade, Logistics and Law (Vol. 7, Issue 2).

Salehzadeh, R., Adelpanah, A., & Mirmehdi, S. M. (2023). Factors Influencing Electronic Brand Love and E-Loyalty. Journal of Information Technology Management, 15(2), 138–163. https://doi.org/10.22059/jitm.2022.326875.2853

Šárka Zapletalová, H. S. (2023). Customer Behaviour in eCommerce Case Studies from the Online Grocery Market.

Siska Ernawati Fatimah. (2023). CUSTOMER SATISFACTION ASSESSMENT THROUGH IMPORTANCE-PERFORMANCE ANALYSIS. International Journal of Innovative Technologies in Social Science, 4(40). https://doi.org/10.31435/rsglobal_ijitss/30122023/8073

Wani, A. Z., Bhatnagar, A., & Mir, M. A. (2023). The Impact of E-service Quality on E-loyalty and Revisit Intention through the Mediating Role of E-satisfaction and E-trust. African Journal of Hospitality, Tourism and Leisure, 12(2), 555–573. https://doi.org/10.46222/ajhtl.19770720.385

Wantiknas. (2022, August 1). This is the E-Commerce Site with Most Visitors as of August 2022. Council National Information and Communication Technology. http://www.wantiknas.go.id/id/berita/ini-situs-e-commerce-dengan-pengunjung-terbanyak-per-agustus-2022

Yesica, T., Agus, U., & Hidayat, M. (2023). The Intervening Role Of E-Satisfaction In Relationships Between E-Service Quality And E-Loyalty: Case Of Bni Mobile Banking In Indonesia. 21. https://doi.org/10.21776/ub.jam.2022.021.03.09

Zhao, M., Gao, Y., Liu, Q., & Sun, W. (2022). The Impact of Foreign Direct Investment on Urban Green Total Factor Productivity and the Mechanism Test. International Journal of Environmental Research and Public Health, 19(19). https://doi.org/10.3390/ijerph191912183




DOI: https://doi.org/10.46336/ijbesd.v5i2.622

Refbacks

  • There are currently no refbacks.


Add comment

Copyright (c) 2024 International Journal of Business, Economics, and Social Development

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Published By: 

IJBESD: Jalan Riung Ampuh No. 3, Riung Bandung, Kota Bandung 40295, Jawa Barat, Indonesia


IJBESD Indexed By:

width=width=width= width= width= width= 

 

Creative Commons License This work is licensed under a Creative Commons Attribution 4.0 International License.