Analysis of E-Service Quality Influence Through E-Satisfaction on Online Purchasing Decisions (Consumer Survey of PT. X)

Abstract

This study aims to determine the effect of E-Service Quality through E-Satisfaction on online purchasing decisions at PT X. Data collection using a questionnaire with a Likert scale. This research uses Partial Least Square as an analysis tool. The results showed that the E-Service Quality variable influenced the E-Satisfaction variable by 37.9%, and influenced the online purchasing decision variable by 0.514. Means it can be concluded that the E-Service Quality variable has a positive and significant effect on online purchasing decisions through E-Satisfaction on PT.