THE EFFECT OF E-SERVICE QUALITY ON SATISFACTION TOWARDS THE BEHAVIORAL INTENTION IN B2C E-COMMERCE IN INDONESIA

Abstract

Purpose The purpose of this research is to find the effect of e-service quality on satisfaction towards the behavioral intention in B2C E-Commerce in Indonesia. Design/methodology/approach Quantitative research was chosen to conduct this study with an online questionnaire. Demographic variables were gender, age and occupation. As much as 349 respondents’ data are valid and used for the analysis. It was targeted to people who have purchase more than 1 time with the last purchase maximum six months ago in B2C e-commerce in Indonesia. The data were tested its validity regarding the face, content, and construct validity and reliability test was conducted using Cronbach’s Alpha criteria. Findings E-service quality significantly influence satisfaction through some dimensions which are efficiency, fulfilment, privacy, responsiveness and contact. In addition, there is a significant influence of satisfaction towards word-of-mouth and repurchase intention. Originality/value This research study the whole industry of B2C e-commerce in Indonesia not only on a specific company.