DIRECT AND INDIRECT EFFECT OF E-SERVICE QUALITY, TRUST,

AND EXPERIENCE ON RE-PURCHASE INTENTION THROUGH

CUSTOMER SATISFACTION
Laravia Nendri
Faculty of Economics, Department of Management, Gunadarma University
Depok, Indonesia
nendrilaravia@gmail.com,

Abstract
This study aims to analyze the direct and indirect effects of e-service quality, trust and experience on re-
purchase intention through consumer satisfaction and to find out which variables are the most dominant.
Research questions stated, how direct and indirect effect through re-purchase intention and how e-service
quality, trust, and experience determine customer satisfaction by using online store. The method used in this
study was primary data with random sampling techniques, sample used in this research consist of 100
respondents. Data analysis began with validity and reliability test, questionnaire instrument with likert type
scale, for regression model using classical assumption.The results shown, e-service quality does not have direct
or indirect effect on re-purchase intention through consumer satisfaction. Trust and experience (variables) have
direct or indirect effect on re-purchase intention. Simultaneously, e-service quality, trust and experience
determined consumer satisfaction and re-purchase intention in online stores. The result shown, trust as an
independent variable is the most dominant.

Keywords: customer satisfaction, e-service quality, experience, re-purchase intention, trust

Introduction

Today, technology of information and communication systems are becoming a new trend that
has developed rapidly globally and can have a positive impact on human life. One of the
technologies, information and communication that can facilitate us to learn various things and
to get the information we need is the internet. One area that benefits directly from the
existence of the internet is the economic sector, namely the trade process, especially
electronic commerce via the internet which is commonly known as electronic commerce (e-
commerce).
The quality of electronic services (e-service quality) is one of the important factors
that influence the success of a business. The assessment of the good and bad of e-service
quality depends on the customer's judgment during the process of obtaining services from the
online store. Shopping experience is also an important factor in determining consumer
intention to re-purchase the intention of an item or service at an online store. If consumers are
already experienced in shopping online, then it is certain that consumers will decide to shop
online again at the online store.
Trust is also an important factor in shopping online because if there is no trust from
the consumer, it is impossible to re-purchase the intervention. Trust has been considered as a
foundation in transacting between sellers and buyers so that customer satisfaction can be
realized in accordance with what is desired. Consumer satisfaction is one of the keys to
attract consumers' intention to re-purchase the intention of a product. Once the customer is
satisfied with an online store, the re-purchase intention will increase.

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 Research Methods

The purpose of this study was to analyze determine variables that shown direct or indirect
effects on e-service quality, trust and experience on re-purchase intention through consumer
satisfaction. Also, to find out which variables are dominant.

Laudon and Laudin in Anggita Septiani (2016) research describes e-commerce as a process
of buying and selling products electronically by consumers and from companies to companies
with computers as intermediaries for business transactions. Meanwhile, Oliverua, Roth and
Gilland in Ristina Dian A, and Effy Z. Rusfian (2013) research explain role of e-service
quality is an important instrument and strengthened competitive advantage, especially online
retailing. This can be done by providing high quality services to consumers.Sunarto in Junai
Al Fian's research (2016) research explain why consumer trust made objectiv attributes, and
benefits.Some interesting experiences in business, can make companies better understand
customer desires and needs. Huang et al. (2011) stated that the experience of searching for
product information via the internet and having made purchases online had a positive effect
on re-purchase online.Philip Kotler in Ristina Dian A. and Effy Z. Rusfian (2013) research
explained, consumer satisfaction is telling all about consumer perception for the company's
performance in accordance with their expectations. Moreover, Kotler & Keller in Juniwati's
(2015) research explained re-purchase intention was a post consumer purchase action. The
occurrence of satisfaction and dissatisfaction after consumer purchases of a product will
affect subsequent behavior. If the customer get satisfied, it may shown higher probability of
re-purchase motive.

Figure.1 Proposed Research Model

References Source: Elwin Novaris Adinata (2015) I Made Arya Baskara and I Putu Gde Sukaadmadja (2016)
Felicia Laurent (2016) Anggita Septiani (2016) Dita PuspiTa Sari (2016) Cynthia Amadea (2017) Gear
Ramadhan and Harry Soesanto (2017) Galuh Novinda and Sutopo (2017) Bob Foster (2017) Panca
Winalyuningsih.

Hyphothesis:

H1: e-service quality determine consumer satisfaction

H2: Trust determine consumer satisfaction
H3: Experience determine consumer satisfaction
H4: e-service quality determine re-purchase intention
H5: Trust determine re-purchase intention
H6: Experience determine re-purchase intention
H7: Consumer satisfaction determine re-purchase intention

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Variables used in that model above, consist of dependent variable : e-service quality, trust
and experience, while the intervening variable is customer satisfaction, and the dependent
variable is re-purchase intention. Data collecting, sample of respondents, and questionnaire
were describe clearly. We have had 100 sample of respondents, scaling with Likert type
scale. The respondent are homogeneous in behavior because they were almost go shopping
online in various online shop namely, Lazada Online Shop, Shopee, and Tokopedia. In this
study, samples were taken based on random sampling technique with purposive sampling
method because sampling was based on consideration of certain criteria and conditions. Data
was tested through validity, reliability, factor analysis and classical test assumption under
regression statistical model.

Results and Discussion

The gender characteristics of respondents based on the age of respondents who were the most
dominant shopping at online stores were female aged 20-25 years. Based on type of online
store visited by the most dominant respondents aged 20-25 years who visited Shopee's online
store. Based on type of product purchased by respondents at the most dominant online store,
those aged 20-25 years were shopping for products. Based on the allocation of funds that
respondents spent on online stores the most dominant were those aged 20-25 years who
allocated funds of Rp 100,000 - Rp 500,000. Based on type of online shop visited by
respondents, the dominant female is visiting Shopee's online store. Based on product
category, the respondents who bought the online store were the most dominant women who
bought fashion products. Based on the allocation of funds spent by respondents to online
stores, the most dominant respondents were women who spent their money as much as Rp.
100,000 - Rp. 500,000. Based on frequency of respondents' shopping in the most dominant
online stores of women who visited online stores 1-3 times.

Table. 1 Descriptive Statistic

E-Service Quality (X1)

Standard
No Indicator Min Max Average
Deviation

I feel that the website or online store application (Lazada,

1 1 5 3,77 0,790
Shopee and Tokopedia) is easily accessible
I find it easy to get the desired product in an online store
2 1 5 3,75 0,857
(Lazada, Shopee and Tokopedia).
I am sure online stores (Lazada, Shopee and Tokopedia) are
3 able to provide 100% refund services if the goods do not 1 5 3,67 0,877
arrive
I am sure the website or online store application (Lazada,
4 Shopee and Tokopedi) is able to provide the information 1 5 3,55 0,880
needed when a problem occurs

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 Trust (X2)
Standard
No Indicator Min Max Average
Deviation
I believe online stores (Lazada, Shopee and Tokopedia) will
1 1 5 3,90 0,870
be honest in conducting transactions with their customers.
I believe online stores (Lazada, Shopee and Tokopedia) have
2 the ability to meet the needs and expectations of their 1 5 3,63 0,884
customers.
I believe online stores (Lazada, Shopee and Tokopedia) will
3 be responsible for 1 5 3,62 0,814
mistake when a transaction occurs.
I believe I believe online stores (Lazada, Shopee and
4 Tokopedia) will send products according to the description 1 5 3,95 0,989
written on the website.
Experience (X3)
Standard
No Indicator Min Max Average
Deviation
Based on my experience shopping at online stores (Lazada,
1 Shopee and Tokopedia), I can find out that online stores 1 5 4,01 0,990
(Lazada, Shopee and Tokopedia) will provide good service
I am experienced in the price of goods sold in online stores
2 1 5 3,99 0,927
(Lazada, Shopee and Tokopedia)
Based on my experience in shopping at online stores (Lazada,
3 Shopee and Tokopedia), I know that vendors will fulfill their 1 5 3,52 0,979
promises to consumers
I share shopping experiences at online stores (Lazada, Shopee
4 1 5 3,61 0,909
and Tokopedia) with friends
Re-purchase Intention (Y1)
No. Indicator Min Max Average Standard
Deviation
1 I am interested in shopping again at online stores (Lazada, 1 5 3,86 1,005
Shopee and Tokopedia) in the future
2 I am interested in recommending online stores (Lazada, 1 5 3,69 0,849
Shopee and Tokopedia) to relatives for product purchases
3 I make online stores (Lazada, Shopee and Tokopedia) my first 1 5 3,53 1,010
choice in online shopping compared to similar online stores
4 I will often visit on websites or online store applications 1 5 3,66 0,956
(Lazada, Shopee and Tokopedia)
Consumer Satisfaction (Y2)
No. Indicator Min Max Average Standard
Deviation
1 I am satisfied with the services provided by online stores 1 5 3,73 0,863
(Lazada, Shopee and Tokopedia) when shipping the goods
2 I am satisfied with the price of the product in the online store 1 5 3,75 0,833
(Lazada, Shopee and Tokopedia) according to the quality
obtained
3 I am satisfied with the convenience of shopping at online 1 5 4,08 0,884
stores (Lazada, Shopee and Tokopedia)
4 I am satisfied with the discounted prices given by online 1 5 3,89 0,931
stores (Lazada, Shopee and Tokopedia) to their customers

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 Table. 2 SPSS Output-Standardized

B Std. Error Beta

(Constant) ,781 ,942 ,829 ,409

total eservqual ,108 ,094 ,101 1,151 ,253
1
total trust ,596 ,097 ,561 6,155 ,000
total experience ,270 ,071 ,276 3,792 ,000
Source:own calculation

Based on the equation, it can be seen that e-service quality, trust and experience have
a positive influence on customer satisfaction with the greatest influence on the confidence
variable of 0.561, then experience of 0.276, and e-service quality of 0.101.

Table. 3 SPSS Output-Standardized

Unstandardized Standardized
Model Coefficients Coefficients t Sig.
B Std. Error Beta
(Constant) ,508 1,207 ,420 ,675
total eservqual ,053 ,121 ,047 ,441 ,660
1
total trust ,610 ,124 ,537 4,909 ,000
total experience ,281 ,091 ,269 3,083 ,003
Source:own calculation

Based on the equation, it can be seen that e-service quality, trust and experience have
a positive influence on re-purchase intention with the greatest influence on the confidence
variable of 0.537, then experience of 0.269, and e-service quality of 0.047.

Table. 4 SPSS Output-Standardized

Unstandardized Standardized
Model Coefficients Coefficients t Sig.
B Std. Error Beta
1 (Constant) 1,881 1,063 1,768 ,080
kepuasan konsumen ,832 ,068 ,780 12,323 ,000

Based on the equation, it can be seen that consumer satisfaction has a positive
influence on re-purchase intention, which is 0.780.

Table. 5 SPSS Output-Standardized

Standardized
Unstandardized Coefficients Coefficients
Model B Std. Error Beta T Sig.
1 (Constant) ,157 1,141 ,138 ,891
e-service quality ,005 ,114 ,004 ,041 ,968
Trust ,342 ,138 ,301 2,476 ,015
Experience ,160 ,092 ,153 1,739 ,085
Consumer satisfaction ,449 ,123 ,421 3,645 ,000

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 Based on the above table, the variable e-service quality does not directly affect re-
purchase intention, while the variables of trust, experience and customer satisfaction have a
direct effect on re-purchase intention because the Beta standardized coefficients are> 0.005.

Table. 6 SPSS Output-Standardized

Standardized
Unstandardized Coefficients
Model Coefficients t Sig.
B Std. Error Beta
(Constant) ,781 ,942 ,829 ,409
e-service quality ,108 ,094 ,101 1,151 ,253
1
Trust ,596 ,097 ,561 6,155 ,000
experience ,270 ,071 ,276 3,792 ,000
Source: own calculation

Variable e-service quality (X1) significant level is 0.253> 0.05 so that H0 is

accepted and Ha is rejected, then e-service quality (X1) does not partially affect customer
satisfaction in shopping at online stores (Y1). The confidence variable (X2) with a significant
level is 0.000 <0.05 so that H0 is rejected and Ha is accepted, then trust (X2) has a significant
partial effect on consumer satisfaction in shopping at Online Stores (Y1). Experience variable
(X3) significant level is 0,000 <0,05 so H0 is rejected and Ha is accepted, then Experience
(X3) has a significant partial effect on Consumer Satisfaction in shopping at Online Stores
(Y1).
Table. 7 SPSS Output-Standardized

Unstandardized Standardized
Model Coefficients Coefficients t Sig.
B Std. Error Beta
(Constant) 1,881 1,063 1,768 ,080
1 Consumer
,832 ,068 ,780 12,323 ,000
satisfaction
Source: own calculation

Based on the results of testing that a significant level of 0,000. The significant level
is valued at 0.000 <0.05 so that H0 is rejected and Ha is accepted, then customer satisfaction
(Y1) has a partial effect on re-purchase intention in shopping at Online Stores (Y2).

Table.8 direct and indirect effects

Direct
Variable Indirect influence Information
influence
E-service Quality 0,004 0,047 * 0,421 = 0,019 Indirect influence
Trust 0,301 0,537 * 0,421 = 0,226 Direct influence
Experience 0,153 0,269 * 0,421 = 0,113 Direct influence
Customer satisfaction 0,421 Direct influence
Source: own calculation

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 Conclusion and Implication

The results of this study regarding the Direct and Indirect Influence of E-service
Quality, Trust, and Experience on Re-purchase Intention through Consumer Satisfaction
at Online Stores, can be made as follows: (1) E-service Quality variables do not have a
direct or indirect effect on re-purchase intention through consumer satisfaction, (2) Trust
Variables have a direct or indirect effect on re-purchase intention through consumer
satisfaction, (3) Variable Experience has a direct or indirect effect on re-purchase
intention through consumer satisfaction, (4) Variables of Consumer Satisfaction directly
affect Re-purchase Intention is significant.

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 Authors

Laravia Nendri

Born in Bukittinggi, West Sumatera in 27-11-1996

Graduated from Gunadarma University in 2018.
She obtain Sarjana Ekonomi (bachelor degree in
management) with GPA of 3.50.