Model of strengthening relationship marketing through antecedents  and consequences of e-commerce Shopee customer e-trust

Salamatun Asakdiyah; Deny Ismanto; Jason Keith Bonaga

doi:10.26740/bisma.v16n1.p67-84

Authors

Salamatun Asakdiyah Universitas Ahmad Dahlan
Deny Ismanto Universitas Ahmad Dahlan
Jason Keith Bonaga Universitas of Nueva Caceres

DOI:

https://doi.org/10.26740/bisma.v16n1.p67-84

Keywords:

customer e-service quality, e-commitment, e-satisfaction, e-trust, relationship marketing

Abstract

E-Commerce, or internet purchasing, has become more competitive as technology has advanced. Shopee E-Commerce is one of the most popular E-Commerce platforms for doing business online. The purpose of this research was to develop a Relationship Marketing model based on the causes and effects of E-Trust among Shopee online shoppers. E-Service Quality and E-Satisfaction are two factors that contribute to a company gaining their trust online. Meanwhile, e-commitment from customers follows on the heels of e-trust. Purposive sampling was used to choose 200 Shopee E-Commerce users in the Yogyakarta Special Region for this research. PLS (Partial Least Square) was used for data analysis. According to the findings, e-trust is affected by how satisfied and pleased clients are with the services they get online. E-Service Quality affects E-Satisfaction, which in turn affects E-Satisfaction and the E-Commitment of consumers. However, E-Trust may also operate as a mediator between the effects of E-Service Quality and E-Satisfaction on E-Commitment. E-Satisfaction acts as a moderator between the effects of E-Service Quality on E-Trust and E-Commitment made by customers.

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