The Effect of Website Design Quality, E-Service Quality, and Brand Image on E-Satisfaction and E-Loyalty of E-Commerce Customers
- November 25, 2021
- Posted by: RSIS
- Categories: Business Management, IJRSI, Management
International Journal of Research and Scientific Innovation (IJRSI) | Volume VIII, Issue X, October 2021 | ISSN 2321–2705
Tesa Daniati, Rr. Ratna Roostika
Department of Business and Economics, Universitas Islam Indonesia
Abstract: This study aims to analyze the variables that affect the satisfaction and loyalty of e-commerce customers. This study uses a structural equation model (SEM) analysis. The data used in this study is secondary data collected using a questionnaire from e-commerce customers in western Indonesia as many as 300 respondents. The results found that Website Design Quality and E-service Quality positively and significantly affect E-satisfaction. Brand Image positively and significantly affects E-Loyalty. Then E-satisfaction positively and significantly affects E-Loyalty.
Keywords: SEM, Satisfaction, Loyalty, E-commerce
I. INTRODUCTION
According to statistics, nearly 4.57 billion people were active internet users as of July 2020, this represents 59 per cent of the world’s population. According to Internet World Stats, Indonesia’s internet users in 2000 were 2,000,000 people with a population of 211,540,429, then increased significantly in 2020 as many as 171,260,000 people with a population of 273,523,615. It shows that internet growth in 2000-2020 is 85.60%. Indonesia is the 4th largest internet user in the world. The rapid development of information technology has an impact on several sectors such as social, political and economic. This condition encourages business people to sell online, otherwise known as e-commerce.
According to Wong (2010), e-commerce includes buying, selling and marketing goods and services through electronic commerce. According to Wear Social and Hootsuite, around 90% of internet users in Indonesia have shopped online. Meanwhile, according to data from the Indonesian Ministry of Communication and Information Technology in 2019, the growth of e-commerce in Indonesia reached 78% and was the highest in the world. This phenomenon has triggered the birth of many online transaction platforms. The data for the second quarter of 2020 shows that Shopee’s monthly visitor numbers are 93.4 million, Tokopedia with 86.1 million, Bukalapak with 35.2 million, Lazada with 22 million and Blibli with 18.3 million. In this study, the author limits the scope of the research to only that e-commerce based on the influence of website design quality, brand image, e-service quality toward consumer satisfaction and loyalty.
