Service Quality, Product Quality, Customer Satisfaction and Brand Loyalty in E-Commerce: Interplay and Mediation Analysis
DOI:
https://doi.org/10.31539/costing.v7i6.13362Keywords:
Consumer Satisfaction, Brand Loyalty, Service Quality, Product Quality, E-CommerceAbstract
This study examines the relationships between product quality, service quality, customer satisfaction, and brand loyalty within the context of e-commerce, with a specific focus on Shopee, a leading e-commerce platform in Southeast Asia. Using a cross-sectional survey design, the research examines the impact of two exogenous variables—product quality and service quality—on customer satisfaction, as well as the mediating role of customer satisfaction in influencing brand loyalty. The research was conducted with 220 respondents and analyzed through Structural Equation Modeling (SEM) using SmartPLS. The findings reveal that both product quality and service quality significantly influence customer satisfaction. However, service quality alone does not have a direct effect on brand loyalty. Importantly, customer satisfaction plays a critical mediating role, especially between service quality and brand loyalty. These results highlight the importance of enhancing customer satisfaction to foster brand loyalty, offering valuable insights for businesses seeking to improve their service offerings and strengthen customer loyalty. The study suggests that companies should prioritize customer satisfaction as a key mediator in their service and quality strategies.
References
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Diputra, I., & Yasa, N. N. (2021). The influence of product quality, brand image, and brand trust on customer satisfaction and loyalty. American International Journal of Business, 5(2), 200-210.
Elizar, C., Indrawati, R., & Syah, T. Y. R. (2020). Service Quality, Customer Satisfaction, Customer Trust, and Customer Loyalty in Service of Paediatric Polyclinic Over Private H Hospital of East Jakarta, Indonesia. Journal of Multidisciplinary Academic, 4(2).
Ghozali, I. (2006). Aplikasi Analisis Multivariate dengan Program SPSS. Semarang: Badan Penerbit Universitas Diponegoro.
Hair Jr, J. F., Matthews, L. M., Matthews, R. L., & Sarstedt, M. (2017). PLS-SEM or CB-SEM: updated guidelines on which method to use. International Journal of Multivariate Data Analysis, 1(2), 107-123.
Hair, J. S. (2018). Advanced Issues in Partial Least Squares Structural Equation Modeling. Thousand Oaks, California: Sage.
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Kelejan, D. F., Walean, R. H., Soewignyo, T. I., & Mandagi, D. W. (2022). An exploratory analysis of determining factors influencing student satisfaction with postgraduate program services. QALAMUNA: Jurnal Pendidikan, Sosial, Dan Agama, 14(1), 369-384.
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Lebo, T. C., & Mandagi, D. W. (2023). Integrating service quality, customer satisfaction, and brand gestalt in the context of multi-level marketing (MLM) companies. Jurnal Mantik, 7(1), 100-111.
Mahsyar, S., & Surapati, U. (2020). Effect of service quality and product quality on customer satisfaction and loyalty. International Journal of Economics, 8(2), 115-130.
Mandagi, D. W., Rampen, D. C., Soewignyo, T. I., & Walean, R. H. (2022). Empirical nexus of hospital brand gestalt, patient satisfaction, and revisit intention. International Journal of Pharmaceutical and Healthcare Marketing, 18(2), 215-236.
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Notoatmodjo, S. (2002). Metodologi Penelitian Kesehatan. Jakarta: Rineka Cipta.
Nurbaiti, N., Rahma, F. I. T., Wulandari, A., & Maha, N. (2021). Pengaruh E-Commerce Shopee Pada Kualitas Layanan Shopee Terhadap Loyalitas Pengguna Shopee (Studi Kasus Masyarakat Kota Medan). Jurnal Pendidikan Tambusai, Volume 5, 8600–8606.
Pasaribu, F., Sari, W., Bulan, T., & others. (2022). The effect of e-commerce service quality on customer satisfaction, trust, and loyalty. International Journal of, m.growingscience.com. https://doi.org/10.1108/IJEC.202207
Poluan, M. S., Pasuhuk, L. S., & Mandagi, D. W. (2021). The role of social media marketing in local government institution to enhance public attitude and satisfaction. Jurnal Ekonomi, 11(03), 1268-1279.
Rantung, D. I., Mandagi, D. W., Wuryaningrat, N. F., & Lelengboto, A. L. P. (2020). Small medium enterprises brand gestalt: A key driver of customer satisfaction and repurchase intention. International Journal of Professional Business Review, 8(6), e01463-e01463.
Rondonuwu, B. F., & Mandagi, D. W. (2021). Brand gestalt as a key determinant of tourist satisfaction and loyalty: Empirical study of super-priority destination Likupang. Jurnal Ekonomi, 12(02), 452-464.
Setyorini, D., Tirtayasa, S., & Khair, H. (2023). The Effect Of Brand Image And Customer Relationship On Customer Loyalty Mediated By Customer Satisfaction At Primary School Al-Ulum Under A Creative Commons Attribution-Noncommercial 4.0 International License (CC BY-NC 4.0). Jurnal Ekonomi, 12(01), 2023. http://ejournal.seaninstitute.or.id/index.php/Ekonomi
Siwoyo, H. (2016). Metode AWM untuk Penelitian Manajemen dengan Amos Lisrel PLS. Jakarta: PT. Intermedia Personali Utama.
Supriyanto, A., Chikmah, I. F., Salma, K., & Tamara, A. W. (2023). Penjualan Melalui Tiktok Shop dan Shopee: Menguntungkan yang Mana? BUSINESS: Scientific Journal of Business and Entrepreneurship, 1, 1–16. https://journal.csspublishing/index.php/business
Susanto, S. E., Daeng Toto, H., Krisnanto, B., & Singkeruang, A. W. T. F. (2022). The influence of brand loyalty and brand image on customer satisfaction. Point of View Research Management, 3(1), 70–80. https://journal.accountingpointofview.id/index.php/povrema
Tumober, N. C. G., Langelo, C. G. E., Rantung, D. I., & Mandagi, D. W. (2022). Brand harmony: Exploring how destination brand gestalt influences tourist attitudes, satisfaction, and loyalty. Jurnal Ekonomi, 13(02), 404-421.
Tzavlopoulos, I., Gotzamani, K., & Andronikidis, A. (2019). Determining the impact of e-commerce quality on customers' perceived risk, satisfaction, value, and loyalty. Journal of Quality and Service, 13(4), 112-130. https://doi.org/10.1108/JQS.201909
Utami, R. P. (2024). Analisis kualitas produk, pelayanan dan citra merek terhadap loyalitas yang di mediasi oleh kepuasan pelanggan pada Klinik Erha Jakarta Selatan. Journal of Social and Economics Research, 5(2), 1886–1899. https://doi.org/10.54783/jser.v5i2.305
Walean, R. H., Pongoh, H., & Mandagi, D. W. (2021). Integrating brand gestalt and customer loyalty in telecommunication sector: The mediating role of customer satisfaction. International Review of Management and Marketing, 14(6), 409-423.
Yani, M. I., & Sugiyanto, S. (2022). Pengaruh kualitas layanan, kepercayaan, citra merek dan kepuasan pelanggan terhadap loyalitas pelanggan Edwin Jeans Indonesia pada e-commerce Shopee. Sinomika Journal: Publikasi Ilmiah Bidang Ekonomi dan Akuntansi, 1(3), 443–472. https://doi.org/10.54443/sinomika.v1i3.285
Adamska, M., & Minárová, M. (2014). Role of learning organization in building consumer confidence. E+M Ekonomie a Management, 17(1). https://doi.org/10.15240/tul/001/2014-1-005
Akıl, S., & Ungan, M. C. (2022). E-commerce logistics service quality: Customer satisfaction and loyalty. Journal of Electronic Commerce in Organizations, 20(3), 1-18. https://doi.org/10.4018/JEC.20220701
Alzoubi, H. M., & Ahmed, G. (2022). An empirical investigation into the impact of product quality dimensions on improving the order-winners and customer satisfaction. Productivity and Quality Journal, 2022(1), 1-15.
Amine, A. (1998). Consumers’ true brand loyalty: the central role of commitment. Journal of Strategic Marketing, 6(4), 305–319. https://doi.org/10.1080/096525498346577
Anwar, R. N., & Wardani, F. A. (2021). Pengaruh kualitas produk dan kualitas pelayanan terhadap minat beli ulang produk Scarlett di e-commerce Shopee. Nusantara: Jurnal Ilmu Pengetahuan Sosial, 8(5).
Campbell, D. T. (1959). Convergent and discriminant validation by the multitrait-multimethod matrix. Psychological bulletin, 56(2), 81.
Diputra, I., & Yasa, N. N. (2021). The influence of product quality, brand image, and brand trust on customer satisfaction and loyalty. American International Journal of Business, 5(2), 200-210.
Elizar, C., Indrawati, R., & Syah, T. Y. R. (2020). Service Quality, Customer Satisfaction, Customer Trust, and Customer Loyalty in Service of Paediatric Polyclinic Over Private H Hospital of East Jakarta, Indonesia. Journal of Multidisciplinary Academic, 4(2).
Ghozali, I. (2006). Aplikasi Analisis Multivariate dengan Program SPSS. Semarang: Badan Penerbit Universitas Diponegoro.
Hair Jr, J. F., Matthews, L. M., Matthews, R. L., & Sarstedt, M. (2017). PLS-SEM or CB-SEM: updated guidelines on which method to use. International Journal of Multivariate Data Analysis, 1(2), 107-123.
Hair, J. S. (2018). Advanced Issues in Partial Least Squares Structural Equation Modeling. Thousand Oaks, California: Sage.
Haryono, S. (2017). Metode SEM Untuk Penelitian Manajemen dengan AMOS LISREL PLS. Jawa Timur: Luxima Metro Media.
Inaray, A. C. P., Soewignyo, F., Sumanti, E. R., & Mandagi, D. W. (2021). Exploring the nexus between service quality, patient satisfaction, and recommendation intentions in faith-based hospital settings. EKUITAS (Jurnal Ekonomi dan Keuangan), 8(3), 398-417.
Kassim, N., & Abdullah, N. A. (2010). The effect of perceived service quality dimensions on customer satisfaction, trust, and loyalty in e‐commerce settings: A cross-cultural analysis. Asia Pacific Journal of Marketing and Logistics, 22(3), 392-417. https://doi.org/10.1108/13555851011069740
Kelejan, D. F., Walean, R. H., Soewignyo, T. I., & Mandagi, D. W. (2022). An exploratory analysis of determining factors influencing student satisfaction with postgraduate program services. QALAMUNA: Jurnal Pendidikan, Sosial, Dan Agama, 14(1), 369-384.
Kotler, P., & Keller, K. L. (2009). Marketing Management (13th Edition (Manajemen Pemasaran (Edisi ke 13) (13th ed.).
Lebo, T. C., & Mandagi, D. W. (2023). Integrating service quality, customer satisfaction, and brand gestalt in the context of multi-level marketing (MLM) companies. Jurnal Mantik, 7(1), 100-111.
Mahsyar, S., & Surapati, U. (2020). Effect of service quality and product quality on customer satisfaction and loyalty. International Journal of Economics, 8(2), 115-130.
Mandagi, D. W., Rampen, D. C., Soewignyo, T. I., & Walean, R. H. (2022). Empirical nexus of hospital brand gestalt, patient satisfaction, and revisit intention. International Journal of Pharmaceutical and Healthcare Marketing, 18(2), 215-236.
Mandagi, D. W., Soewignyo, T., Kelejan, D. F., & Walone, D. C. (2024). From a hidden gem to a tourist spot: Examining brand gestalt, tourist attitude, satisfaction and loyalty in Bitung city. International Journal of Tourism Cities.
Mohammed, Z. M., Serwan L. Haji, & Abdulkhaleq N. Qadar. (2022). The Mediation Effect of Customer Satisfaction on the Relationship Between Service Marketing Mix, Service Orientation, and the Service Quality and Customer Loyalty: A Case Study of the Customers of Mobile Phone Provider in Erbil/ Kurdistan. https://doi.org/10.25156/ptjhss.v3n2y2022.pp
Naini, N. F., Sugeng Santoso, Andriani, T. S., Claudia, U. G., & Nurfadillah. (2022). The Effect of Product Quality, Service Quality, Customer Satisfaction on Customer Loyalty. Journal of Consumer Sciences, 7(1). https://doi.org/10.29244/jcs.7.1.34-50
Notoatmodjo, S. (2002). Metodologi Penelitian Kesehatan. Jakarta: Rineka Cipta.
Nurbaiti, N., Rahma, F. I. T., Wulandari, A., & Maha, N. (2021). Pengaruh E-Commerce Shopee Pada Kualitas Layanan Shopee Terhadap Loyalitas Pengguna Shopee (Studi Kasus Masyarakat Kota Medan). Jurnal Pendidikan Tambusai, Volume 5, 8600–8606.
Pasaribu, F., Sari, W., Bulan, T., & others. (2022). The effect of e-commerce service quality on customer satisfaction, trust, and loyalty. International Journal of, m.growingscience.com. https://doi.org/10.1108/IJEC.202207
Poluan, M. S., Pasuhuk, L. S., & Mandagi, D. W. (2021). The role of social media marketing in local government institution to enhance public attitude and satisfaction. Jurnal Ekonomi, 11(03), 1268-1279.
Rantung, D. I., Mandagi, D. W., Wuryaningrat, N. F., & Lelengboto, A. L. P. (2020). Small medium enterprises brand gestalt: A key driver of customer satisfaction and repurchase intention. International Journal of Professional Business Review, 8(6), e01463-e01463.
Rondonuwu, B. F., & Mandagi, D. W. (2021). Brand gestalt as a key determinant of tourist satisfaction and loyalty: Empirical study of super-priority destination Likupang. Jurnal Ekonomi, 12(02), 452-464.
Setyorini, D., Tirtayasa, S., & Khair, H. (2023). The Effect Of Brand Image And Customer Relationship On Customer Loyalty Mediated By Customer Satisfaction At Primary School Al-Ulum Under A Creative Commons Attribution-Noncommercial 4.0 International License (CC BY-NC 4.0). Jurnal Ekonomi, 12(01), 2023. http://ejournal.seaninstitute.or.id/index.php/Ekonomi
Siwoyo, H. (2016). Metode AWM untuk Penelitian Manajemen dengan Amos Lisrel PLS. Jakarta: PT. Intermedia Personali Utama.
Supriyanto, A., Chikmah, I. F., Salma, K., & Tamara, A. W. (2023). Penjualan Melalui Tiktok Shop dan Shopee: Menguntungkan yang Mana? BUSINESS: Scientific Journal of Business and Entrepreneurship, 1, 1–16. https://journal.csspublishing/index.php/business
Susanto, S. E., Daeng Toto, H., Krisnanto, B., & Singkeruang, A. W. T. F. (2022). The influence of brand loyalty and brand image on customer satisfaction. Point of View Research Management, 3(1), 70–80. https://journal.accountingpointofview.id/index.php/povrema
Tumober, N. C. G., Langelo, C. G. E., Rantung, D. I., & Mandagi, D. W. (2022). Brand harmony: Exploring how destination brand gestalt influences tourist attitudes, satisfaction, and loyalty. Jurnal Ekonomi, 13(02), 404-421.
Tzavlopoulos, I., Gotzamani, K., & Andronikidis, A. (2019). Determining the impact of e-commerce quality on customers' perceived risk, satisfaction, value, and loyalty. Journal of Quality and Service, 13(4), 112-130. https://doi.org/10.1108/JQS.201909
Utami, R. P. (2024). Analisis kualitas produk, pelayanan dan citra merek terhadap loyalitas yang di mediasi oleh kepuasan pelanggan pada Klinik Erha Jakarta Selatan. Journal of Social and Economics Research, 5(2), 1886–1899. https://doi.org/10.54783/jser.v5i2.305
Walean, R. H., Pongoh, H., & Mandagi, D. W. (2021). Integrating brand gestalt and customer loyalty in telecommunication sector: The mediating role of customer satisfaction. International Review of Management and Marketing, 14(6), 409-423.
Yani, M. I., & Sugiyanto, S. (2022). Pengaruh kualitas layanan, kepercayaan, citra merek dan kepuasan pelanggan terhadap loyalitas pelanggan Edwin Jeans Indonesia pada e-commerce Shopee. Sinomika Journal: Publikasi Ilmiah Bidang Ekonomi dan Akuntansi, 1(3), 443–472. https://doi.org/10.54443/sinomika.v1i3.285
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2024-11-27
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