CREATING E-COMMERCE CUSTOMER SATISFACTION: THE EFFECT OF SHOPPING SAFETY AND TRUST-MEDIATED PRODUCT QUALITY ON SHOPEE USERS

Luh Kadek Budi Martini; Mutria  Farhaeni; Nurfihan

doi:10.47329/jurnalmbe.v12i2.1840

Authors

Luh Kadek Budi Martini Sekolah Tinggi Bisnis Runata
Mutria Farhaeni Sekolah Tinggi Bisnis Runata
Nurfihan Sekolah Tinggi Bisnis Runata

DOI:

https://doi.org/10.47329/jurnalmbe.v12i2.1840

Keywords:

shopping security, product quality, trust, customer satisfaction, Shopee.

Abstract

The rapid growth of e-commerce has encouraged companies to enhance customer satisfaction as a crucial factor in maintaining business competitiveness. This study aims to analyze the effect of shopping security and product quality on customer satisfaction, with trust serving as a mediating variable among Shopee users. A quantitative approach with a survey method was employed in this research. Data were collected through questionnaires distributed to Shopee users who had previously conducted online purchasing transactions using a purposive sampling technique. Data analysis was performed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software. The results indicate that shopping security has a positive and significant effect on trust, and product quality also has a positive and significant effect on trust. Product quality was found to have a positive and significant effect on customer satisfactio. However, shopping security does not significantly affect customer satisfaction, and trust does not significantly affect customer satisfaction.

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