EFFECT OF E-SERVICE QUALITY AND TRUST ON E-SATISFACTION AND ITS IMPLICATIONS ON ONLINE PURCHASE DECISIONS (STUDY OF SHOPEE CUSTOMERS STIE GICI DEPOK-INDONESIA)

Abstract

This study aims to see the effect of e-service quality, trust on online buying decisions at Shopee through e-satisfaction. This study was conducted at STIE GICI Depok in the 2022/2023 academic year. This research used a quantitative approach by applying a purposive sampling technique in selecting a sample of Shopee users among STIE GICI Depok students. A total of 284 questionnaires were distributed with 176 samples needed in this study. The analytical method used in this study is by using path analysis (path analysis) and assisted by a smart PLS analysis tool. The research findings show that there is no effect of e-service quality on online purchasing decisions, besides that e-service quality also has no effect on e-satisfaction, then trust has a positive and significant effect on online purchasing decisions, then trust has a significant positive effect on e- satisfaction, there is a positive and significant effect of e-satisfaction on online purchasing decisions, for the indirect effect it shows that e-satisfaction cannot mediate between e-service quality on online purchasing decisions while trust has a positive but not significant effect on online purchasing decisions via e -satisfaction.