The Effect of E-Service Quality on Customer Satisfaction on Applications Tokopedia
Abstract
Tokopedia is one of the largest internet marketplaces in Indonesia. Due to the COVID-19 pandemic, digital channels have become very important, even for customers who have never shopped online before. This research aims to examine and evaluate the relationship between electronic service quality and customer satisfaction with the Tokopedia application. This research uses descriptive research strategies and quantitative methodology. The sampling procedure uses purposive sampling, namely a non-probability sampling approach. The methods used for data analysis include descriptive analysis, simple linear regression analysis, and processing using SPSS version 23 software. Based on descriptive research, the variables of customer satisfaction and electronic service quality are in the very good category, with respective percentages of 71.8% and 70.4%. Based on the results of simple linear analysis, electronic service quality influences consumer satisfaction with the Tokopedia application by 82.45%, while other variables such as price, brand image and perceived value influence customer satisfaction by 17.55%. Keywords-e-service quality, customer satisfaction, e-commerce.
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