The Effects of E-Service Quality and Sustainable E-Service Quality on Customer Satisfaction with the Shopee App in Yogyakarta

Amanda Liliana; Munjiati Munawaroh

doi:10.55681/economina.v5i8.3683

Authors

Amanda Liliana Universitas Muhammadiyah Yogyakarta, Indonesia
Munjiati Munawaroh Universitas Muhammadiyah Yogyakarta, Indonesia

DOI:

https://doi.org/10.55681/economina.v5i8.3683

Keywords:

E-Service Quality; Sustainable E-Service Quality; Customer Satisfaction; E-Commerce; PLS-SEM

Abstract

The rapid development of e-commerce has intensified competition among marketplaces, making the quality of digital services a key factor in creating customer satisfaction. This study aims to analyze the influence of efficiency, fulfillment, system availability, privacy, and sustainable e-service quality on customer satisfaction among Shopee app users in the Special Region of Yogyakarta. The study employs a quantitative approach using primary data collected from 210 respondents via purposive sampling. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 3.2.9 software and was supplemented with thematic coding of open-ended responses. The results indicate that efficiency (β = 0.192), fulfillment (β = 0.279), system availability (β = 0.259), privacy (β = 0.197), and sustainable e-service quality (β = 0.291) have a positive and significant effect on customer satisfaction, with a coefficient of determination (R²) of 0.795. Sustainable e-service quality is the strongest predictor, confirming that consistency and sustainability of service quality are just as important as short-term technical performance. These findings extend the conventional e-service quality model to the context of e-commerce in Indonesia by integrating the dimension of sustainability

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