Analysis of Each Dimension

Oct 13, 2025 by wbrum.org 96 views

The Effect of E-Service Quality on Consumer Satisfaction of E-Commerce Shopee on Medan Area University Students

In today's digital age, e-commerce has become an integral part of everyday life, especially among students. Shopee, as one of the leading e-commerce platforms in Indonesia, continues to strive to improve the quality of services to attract and maintain customers. This study aims to explore the effect of e-service quality consisting of seven dimensions-namely efficiency, fulfillment, availability of systems, privacy, responsiveness, compensation, and contact-to Shopee's customer satisfaction among Medan Area University students.

Understanding the Importance of E-Service Quality in E-Commerce

E-service quality is a crucial aspect of e-commerce, as it directly affects customer satisfaction and loyalty. In the context of Shopee, e-service quality encompasses various dimensions that contribute to a seamless and satisfying shopping experience. By examining the effect of e-service quality on consumer satisfaction, this study aims to provide valuable insights for Shopee to improve and develop their services.

Research Methodology

The population that became the subject in this study was Medan Area University students who had purchased at Shopee at least twice. To get data, researchers used accidental sampling techniques to select 85 respondents. Data collection was carried out through a questionnaire compiled to measure each dimension of e-service quality. After the data is collected, the analysis is carried out using multiple linear regression to determine the effect of each dimension on consumer satisfaction.

Research Result

The results of the analysis show that the seven dimensions of e-service quality have a significant influence on Shopee's customer satisfaction. In more detail, the dimensions of efficiency, fulfillment, availability of systems, privacy, responsiveness, compensation, and contact all have a significant positive impact.

Analysis of Each Dimension

Efficiency: This dimension includes how fast and easy the purchase process is carried out. Students tend to appreciate shopping experiences that do not take time and are not complicated. Efficiency is a key factor in determining customer satisfaction, as it directly affects the overall shopping experience.
Fulfillment: Fulfillment is related to whether the product ordered is in accordance with expectations and on time. Respondents showed that they were more satisfied if the products received met the advertised specifications. Fulfillment is a critical aspect of e-commerce, as it directly affects customer satisfaction and loyalty.
System Availability: This shows how well the site can be accessed and used. Stable systems and do not often experience disturbances greatly contribute to user satisfaction. System availability is essential for a seamless shopping experience, as it directly affects customer satisfaction and loyalty.
Privacy: In the context of e-commerce, maintaining consumer personal information is very important. A positive reaction to privacy shows that students appreciate the protection of their personal data. Privacy is a critical aspect of e-commerce, as it directly affects customer trust and loyalty.
Responsivity: Fast response to consumer questions and complaints is an important factor. Students feel more satisfied when they receive fast and helpful responses from customer service. Responsivity is a key factor in determining customer satisfaction, as it directly affects customer trust and loyalty.
Compensation: When a problem occurs, the ability to provide fair compensation can increase consumer trust and satisfaction. Compensation is a critical aspect of e-commerce, as it directly affects customer satisfaction and loyalty.
Contact: The opportunity to communicate with Shopee's representatives is also influential. When consumers feel there is a good path of communication, they are more likely to feel satisfied. Contact is a key factor in determining customer satisfaction, as it directly affects customer trust and loyalty.

Conclusion

Overall, this study proves that various dimensions in e-service quality have an important role in determining Shopee's customer satisfaction among Medan Area University students. In-depth understanding of these dimensions can help Shopee to improve and develop their services, to be more in line with the expectations and needs of this consumer group. By increasing e-service quality, Shopee can not only maintain existing customers, but also attracts more new users in this competitive market. Readers who are interested in developing marketing strategies and improving customer service in e-commerce can find valuable insights in the results of this study.

Recommendations for Shopee

Based on the findings of this study, Shopee can take the following recommendations to improve their e-service quality:

Improve Efficiency: Shopee can improve their efficiency by streamlining their purchase process, reducing the time it takes to complete a transaction, and minimizing the number of steps required to complete a purchase.
Enhance Fulfillment: Shopee can enhance their fulfillment by ensuring that products are delivered on time and meet the advertised specifications.
Ensure System Availability: Shopee can ensure system availability by maintaining stable systems and minimizing the number of disturbances.
Protect Consumer Privacy: Shopee can protect consumer privacy by implementing robust security measures to protect consumer personal information.
Improve Responsivity: Shopee can improve their responsivity by providing fast and helpful responses to consumer questions and complaints.
Provide Fair Compensation: Shopee can provide fair compensation when a problem occurs, which can increase consumer trust and satisfaction.
Establish a Good Path of Communication: Shopee can establish a good path of communication by providing multiple channels for consumers to communicate with their representatives.

By implementing these recommendations, Shopee can improve their e-service quality, increase customer satisfaction, and maintain a competitive edge in the market.
Frequently Asked Questions (FAQs) about the Effect of E-Service Quality on Consumer Satisfaction of E-Commerce Shopee on Medan Area University Students

In this article, we will address some of the most frequently asked questions about the effect of e-service quality on consumer satisfaction of e-commerce Shopee on Medan Area University students.

Q: What is e-service quality?

A: E-service quality refers to the overall quality of the services provided by an e-commerce platform, such as Shopee, to its customers. It encompasses various dimensions, including efficiency, fulfillment, availability of systems, privacy, responsiveness, compensation, and contact.

Q: Why is e-service quality important in e-commerce?

A: E-service quality is important in e-commerce because it directly affects customer satisfaction and loyalty. When customers have a positive experience with an e-commerce platform, they are more likely to return and make repeat purchases.

Q: What are the dimensions of e-service quality?

A: The dimensions of e-service quality include:

Efficiency: How fast and easy the purchase process is carried out.
Fulfillment: Whether the product ordered is in accordance with expectations and on time.
System Availability: How well the site can be accessed and used.
Privacy: The protection of consumer personal information.
Responsivity: Fast response to consumer questions and complaints.
Compensation: The ability to provide fair compensation when a problem occurs.
Contact: The opportunity to communicate with the e-commerce platform's representatives.

Q: How did you collect data for this study?

A: We used accidental sampling techniques to select 85 respondents from Medan Area University students who had purchased at Shopee at least twice. We collected data through a questionnaire compiled to measure each dimension of e-service quality.

Q: What was the main finding of this study?

A: The main finding of this study was that the seven dimensions of e-service quality have a significant influence on Shopee's customer satisfaction among Medan Area University students.

Q: What are the implications of this study for Shopee?

A: The implications of this study for Shopee are that they should focus on improving their e-service quality by streamlining their purchase process, ensuring that products are delivered on time and meet the advertised specifications, maintaining stable systems, protecting consumer personal information, providing fast and helpful responses to consumer questions and complaints, providing fair compensation when a problem occurs, and establishing a good path of communication with their customers.

Q: What are the limitations of this study?

A: The limitations of this study are that it was conducted on a specific population (Medan Area University students) and may not be generalizable to other populations. Additionally, the study was based on self-reported data, which may be subject to biases.

Q: What are the future research directions for this study?

A: Future research directions for this study could include:

Replicating the study: Replicating the study on a larger and more diverse population to increase the generalizability of the findings.
Examining the impact of e-service quality on other outcomes: Examining the impact of e-service quality on other outcomes, such as customer loyalty, customer retention, and customer advocacy.
Developing a model of e-service quality: Developing a model of e-service quality that can be used to predict customer satisfaction and loyalty.

By addressing these FAQs, we hope to provide a better understanding of the effect of e-service quality on consumer satisfaction of e-commerce Shopee on Medan Area University students.