The Effect of Service Quality and Trust on Purchase Intention in E-Commerce
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Published:
Dec 17, 2023
Keywords:
Purchase Intention, Service Quality, Trust, Reputation, Information Quality, Product Delivery, Transaction Safety
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Articles
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Abstract
This study aims to explore the influence of service quality and trust on purchasing intentions in e-commerce in Indonesia, where in the era of digitalization, there are many different options provided by various kinds of e-commerce with different qualities. E-commerce needs to know how much customer purchase intention focuses on service quality and increasing customer trust by paying attention to reputation, quality of information, product delivery, and transaction security. The population in this study had shopped at one of the e-commerce sites (Tokopedia, Shopee, Bukalapak, Lazada) at least the last 6 months. In this study, 228 respondents who had shopped at Indonesian e-commerce were collected and were analyzed with the purposive sampling method using an online questionnaire. This research is a quantitative research with the Structural Equation Model (SEM) method of Lisrel 88. The results of this study show that the variables of information quality and transaction security do not affect trust, yet reputation variables and product delivery affect trust. Trust variables and service quality have positive effects on the purchase intention variable. These findings have managerial implications for maintaining customer trust and improving service quality to improve customer purchase intentions.
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How to Cite
Louis, H., Abadi, F., & Ruswanti, E. (2023). The Effect of Service Quality and Trust on Purchase Intention in E-Commerce. ProBisnis : Jurnal Manajemen, 14(6), 514–521. https://doi.org/10.62398/probis.v14i6.347
References
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Aparicio, M., Costa, C. J., & Moises, R. (2021). Gamification and reputation: key determinants of e-commerce usage and repurchase intention. Heliyon, 7(3), e06383. https://doi.org/10.1016/j.heliyon.2021.e06383
Atawneh, S., Al-Kasasbeh, B., & Rshed, M. ben. (2019). Android-based mobile application for door-to-door product delivery.
Azzedin, F., & Ghaleb, M. (2019). Internet-of-things and information fusion: Trust perspective survey. Sensors (Switzerland), 19(8). https://doi.org/10.3390/s19081929
Bollen, K. A., Kolenikov, S., & Bauldry, S. (2014). Model-implied instrumental variable—generalized method of moments (MIIV-GMM) estimators for latent variable models. Psychometrika, 79(1), 20–50.
Bolton, R. J., & Hand, D. J. (2006). Statistical Fraud Detection: A Review. Academy of Management Review, 31(2), 386–408.
Fan, W., Shao, B., & Dong, X. (2022). Effect of e-service quality on customer engagement behavior in community e-commerce. Frontiers in Psychology, 13(September), 1–16. https://doi.org/10.3389/fpsyg.2022.965998
Fang, Y., Qureshi, I., Sun, H., Mccole, P., Ramsey, E., Lim, K. H., & Echanisms, M. (2014). TRUST , SATISFACTION , AND ONLINE REPURCHASE INTENTION : THE MODERATING ROLE OF PERCEIVED EFFECTIVENESS OF E-COMMERCE INSTITUTIONAL. 38(2), 407–428.
Gulc, A. (2021). Multi-stakeholder perspective of courier service quality in B2C e-commerce. PLoS ONE, 16(5 May), 1–18. https://doi.org/10.1371/journal.pone.0251728
Hadi, D. P., & Indradewa, R. (2019). The service quality effect on corporate reputation, customers satisfaction, and loyalty. Journal of Multidisciplinary Academic, 3(3), 51–56.
Hair Jr, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review.
Hickok, M. (2022). Public procurement of artificial intelligence systems: new risks and future proofing. AI and Society, 0123456789. https://doi.org/10.1007/s00146-022-01572-2
Hussein, T., Chauhan, P. K., Dalmer, N. K., Rudzicz, F., & Boger, J. (2020). Exploring interface design to support caregivers’ needs and feelings of trust in online content. Journal of Rehabilitation and Assistive Technologies Engineering, 7, 205566832096848. https://doi.org/10.1177/2055668320968482
Iqbal, M. A., Dewa, R. I., Murni, Y., & Putra, D. (2020). The Effect of Trust and Service Quality to Customer Value Moderated by the Perceived Ease of Use (Case Study Bluebird Taxi in Indonesia).
Jílková, P., & Králová, P. (2021). Digital consumer behaviour and ecommerce trends during the COVID-19 crisis. International Advances in Economic Research, 27(1), 83–85.
Kant, G., Jacks, M., & Aantjes, C. (2008). Coca-Cola Enterprises optimizes vehicle routes for efficient product delivery. Interfaces, 38(1), 40–50. https://doi.org/10.1287/inte.1070.0331
Maia, C., Lunardi, G., Longaray, A., & Munhoz, P. (2018). Factors and characteristics that influence consumers’ participation in social commerce. Revista de Gestão.
Maia, C. R., Lunardi, G. L., Dolci, D., & D’Avila, L. C. (2020). Competitive price and trust as determinants of purchase intention in social commerce. BAR-Brazilian Administration Review, 16.
Nalendra, A. R. A., Winarno, S. H., Priadi, A., Hermawan, E., Purnomo, M. W., & Putra, A. S. (2021a). The Effect Of Goods Prices And Buyer Trust On The E-Commerce Sales System For Purchasing Goods Online. International Journal of Science, Technology & Management, 2(3), 561–567. https://doi.org/10.46729/ijstm.v2i3.235
Nalendra, A. R. A., Winarno, S. H., Priadi, A., Hermawan, E., Purnomo, M. W., & Putra, A. S. (2021b). The Effect OfGoods Prices And Buyer Trust On The E-Commerce Sales System For Purchasing Goods Online. International Journal of Science, Technology & Management, 2(3), 561–567.
Nicolaou, A. I., & McKnight, D. H. (2006). Perceived information quality in data exchanges: Effects on risk, trust, and intention to use. Information Systems Research, 17(4), 332–351. https://doi.org/10.1287/isre.1060.0103
Nyarko-Boateng, O., Weyori, B. A., & Tetteh, L. A. (2020). Optimized Authentication Model for Online Transaction Payments. Journal of Computer Science, 16(2), 225–234.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(4), 41. https://doi.org/10.2307/1251430
Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A., & Siqueira-Junior, J. R. (2020a). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(6). https://doi.org/10.1016/j.heliyon.2020.e04284
Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A., & Siqueira-Junior, J. R. (2020b). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(6), e04284.
Petersen, A. M., Fortunato, S., Pan, R. K., Kaski, K., Penner, O., Rungi, A., Riccaboni, M., Stanley, H. E., & Pammolli, F. (2014). Reputation and impact in academic careers. Proceedings of the National Academy of Sciences of the United States of America, 111(43), 15316–15321. https://doi.org/10.1073/pnas.1323111111
Putri, F. H. P., & Syah, T. Y. R. (2021). The Role of Dreams of Ads and Exposure to Ads on Purchase Intention with The Moderation Effect of Price. Jurnal Manajemen Teori Dan Terapan, 14(3), 280–297.
Qalati, S. A., Vela, E. G., Li, W., Dakhan, S. A., Hong Thuy, T. T., & Merani, S. H. (2021a). Effects of perceived service quality, website quality, and reputation on purchase intention: The mediating and moderating roles of trust and perceived risk in online shopping. Cogent Business & Management, 8(1), 1869363.
Qalati, S. A., Vela, E. G., Li, W., Dakhan, S. A., Hong Thuy, T. T., & Merani, S. H. (2021b). Effects of perceived service quality, website quality, and reputation on purchase intention: The mediating and moderating roles of trust and perceived risk in online shopping. Cogent Business and Management, 8(1). https://doi.org/10.1080/23311975.2020.1869363
Qing, C., & Jin, S. (2022). What Drives Consumer Purchasing Intention in Live Streaming E-Commerce? Frontiers in Psychology, 13(June), 1–11. https://doi.org/10.3389/fpsyg.2022.938726
Quan, N. H., Binh, N. T., & Ly, B. T. (2022). Impact of smart locker use on customer satisfaction of online shoppers in Vietnam. Humanities and Social Sciences Communications, 9(1), 1–11. https://doi.org/10.1057/s41599-022-01428-6
Ramli, A. H. (2019). Work environment, job satisfaction and employee performance in health services. Business and Entrepreneurial Review, 19(1), 29–42.
Rust, R. T., Rand, W., Huang, M.-H., Stephen, A. T., Brooks, G., & Chabuk, T. (2021). Real-time brand reputation tracking using social media. Journal of Marketing, 85(4), 21–43.
Saulina, A. R., & Syah, T. Y. R. (2018). How service quality influence of satisfaction and trust towards consumer loyalty in Starbucks coffee Indonesia. International Advanced Research Journal in Science, Engineering and Technology, 5(10), 11–19.
Setia, P., Setia, P., Vankatesh, V., & Joglekar, S. (2013). Leveraging Digital Technologies: How Information Quality Leads to Localized Capabilities and Customer Service Performance. Management Information System Research Center, University of Minnesota, 37, 565–590.
Song, Z., Liu, C., & Shi, R. (2022). How Do Fresh Live Broadcast Impact Consumers’ Purchase Intention? Based on the SOR Theory. Sustainability, 14(21), 14382. https://doi.org/10.3390/su142114382
Suciningrum, F., & Usman, O. (2020). The effect of product quality, service quality, and product price on customer satisfaction in shopee. IOP Conference Series: Earth and Environmental Science, 473(1). https://doi.org/10.1088/1755-1315/473/1/012028
Sutan Ardani, D. (2017). Influence of Organizational Culture, Team Conductivity, Personality, and Trust To the Outlet Leading Organization Commitment. IJHCM (International Journal of Human Capital Management), 1(02), 10–18. https://doi.org/10.21009/ijhcm.012.02
Tsagkias, M., King, T. H., Kallumadi, S., Murdock, V., & de Rijke, M. (2021). Challenges and research opportunities in ecommerce search and recommendations. ACM SIGIR Forum, 54(1), 1–23.
Vitas, B. (2013). Community-driven information quality standards: How IBM developed and implemented standards for information quality. Technical Communication, 60(4), 307–315.
Wang, Y., & Zhai, X. (2020). Research on B2C E-commerce and Logistics Optimization in Coastal Areas. Journal of Coastal Research, 115(sp1), 461–464. https://doi.org/10.2112/JCR-SI115-128.1
Wirya, Y. H., & Syah, T. Y. R. (2022). Consumer Product Involvement, Attitude and Cognition Towards Ad, and Perceived Value Concerning Purchase Intentions. JDM (Jurnal Dinamika Manajemen), 13(2), 173–184.
Wopperer, W. (2002). Fraud Risks in E-commerce Transactions. 27(3), 383–394.
Xie, G., Huang, L., Apostolidis, C., Huang, Z., Cai, W., & Li, G. (2021). Assessing consumer preference for overpackaging solutions in e-commerce. International Journal of Environmental Research and Public Health, 18(15). https://doi.org/10.3390/ijerph18157951
Yasin, B., & Bozbay, Z. (2011). The impact of corporate reputation on customer trust. 16th International Conference on Corporate and Marketing Communications, 505–518.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), 31–46. https://doi.org/10.1177/002224299606000203
Zheng, D., Yang, W., & Wang, D. (2019). E-commerce, Collaborative Innovation Capability and Performance: An Empirical Study of Shipping Companies. Journal of Coastal Research, 94(sp1), 392–397. https://doi.org/10.2112/SI94-079.1
Aparicio, M., Costa, C. J., & Moises, R. (2021). Gamification and reputation: key determinants of e-commerce usage and repurchase intention. Heliyon, 7(3), e06383. https://doi.org/10.1016/j.heliyon.2021.e06383
Atawneh, S., Al-Kasasbeh, B., & Rshed, M. ben. (2019). Android-based mobile application for door-to-door product delivery.
Azzedin, F., & Ghaleb, M. (2019). Internet-of-things and information fusion: Trust perspective survey. Sensors (Switzerland), 19(8). https://doi.org/10.3390/s19081929
Bollen, K. A., Kolenikov, S., & Bauldry, S. (2014). Model-implied instrumental variable—generalized method of moments (MIIV-GMM) estimators for latent variable models. Psychometrika, 79(1), 20–50.
Bolton, R. J., & Hand, D. J. (2006). Statistical Fraud Detection: A Review. Academy of Management Review, 31(2), 386–408.
Fan, W., Shao, B., & Dong, X. (2022). Effect of e-service quality on customer engagement behavior in community e-commerce. Frontiers in Psychology, 13(September), 1–16. https://doi.org/10.3389/fpsyg.2022.965998
Fang, Y., Qureshi, I., Sun, H., Mccole, P., Ramsey, E., Lim, K. H., & Echanisms, M. (2014). TRUST , SATISFACTION , AND ONLINE REPURCHASE INTENTION : THE MODERATING ROLE OF PERCEIVED EFFECTIVENESS OF E-COMMERCE INSTITUTIONAL. 38(2), 407–428.
Gulc, A. (2021). Multi-stakeholder perspective of courier service quality in B2C e-commerce. PLoS ONE, 16(5 May), 1–18. https://doi.org/10.1371/journal.pone.0251728
Hadi, D. P., & Indradewa, R. (2019). The service quality effect on corporate reputation, customers satisfaction, and loyalty. Journal of Multidisciplinary Academic, 3(3), 51–56.
Hair Jr, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review.
Hickok, M. (2022). Public procurement of artificial intelligence systems: new risks and future proofing. AI and Society, 0123456789. https://doi.org/10.1007/s00146-022-01572-2
Hussein, T., Chauhan, P. K., Dalmer, N. K., Rudzicz, F., & Boger, J. (2020). Exploring interface design to support caregivers’ needs and feelings of trust in online content. Journal of Rehabilitation and Assistive Technologies Engineering, 7, 205566832096848. https://doi.org/10.1177/2055668320968482
Iqbal, M. A., Dewa, R. I., Murni, Y., & Putra, D. (2020). The Effect of Trust and Service Quality to Customer Value Moderated by the Perceived Ease of Use (Case Study Bluebird Taxi in Indonesia).
Jílková, P., & Králová, P. (2021). Digital consumer behaviour and ecommerce trends during the COVID-19 crisis. International Advances in Economic Research, 27(1), 83–85.
Kant, G., Jacks, M., & Aantjes, C. (2008). Coca-Cola Enterprises optimizes vehicle routes for efficient product delivery. Interfaces, 38(1), 40–50. https://doi.org/10.1287/inte.1070.0331
Maia, C., Lunardi, G., Longaray, A., & Munhoz, P. (2018). Factors and characteristics that influence consumers’ participation in social commerce. Revista de Gestão.
Maia, C. R., Lunardi, G. L., Dolci, D., & D’Avila, L. C. (2020). Competitive price and trust as determinants of purchase intention in social commerce. BAR-Brazilian Administration Review, 16.
Nalendra, A. R. A., Winarno, S. H., Priadi, A., Hermawan, E., Purnomo, M. W., & Putra, A. S. (2021a). The Effect Of Goods Prices And Buyer Trust On The E-Commerce Sales System For Purchasing Goods Online. International Journal of Science, Technology & Management, 2(3), 561–567. https://doi.org/10.46729/ijstm.v2i3.235
Nalendra, A. R. A., Winarno, S. H., Priadi, A., Hermawan, E., Purnomo, M. W., & Putra, A. S. (2021b). The Effect OfGoods Prices And Buyer Trust On The E-Commerce Sales System For Purchasing Goods Online. International Journal of Science, Technology & Management, 2(3), 561–567.
Nicolaou, A. I., & McKnight, D. H. (2006). Perceived information quality in data exchanges: Effects on risk, trust, and intention to use. Information Systems Research, 17(4), 332–351. https://doi.org/10.1287/isre.1060.0103
Nyarko-Boateng, O., Weyori, B. A., & Tetteh, L. A. (2020). Optimized Authentication Model for Online Transaction Payments. Journal of Computer Science, 16(2), 225–234.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(4), 41. https://doi.org/10.2307/1251430
Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A., & Siqueira-Junior, J. R. (2020a). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(6). https://doi.org/10.1016/j.heliyon.2020.e04284
Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A., & Siqueira-Junior, J. R. (2020b). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(6), e04284.
Petersen, A. M., Fortunato, S., Pan, R. K., Kaski, K., Penner, O., Rungi, A., Riccaboni, M., Stanley, H. E., & Pammolli, F. (2014). Reputation and impact in academic careers. Proceedings of the National Academy of Sciences of the United States of America, 111(43), 15316–15321. https://doi.org/10.1073/pnas.1323111111
Putri, F. H. P., & Syah, T. Y. R. (2021). The Role of Dreams of Ads and Exposure to Ads on Purchase Intention with The Moderation Effect of Price. Jurnal Manajemen Teori Dan Terapan, 14(3), 280–297.
Qalati, S. A., Vela, E. G., Li, W., Dakhan, S. A., Hong Thuy, T. T., & Merani, S. H. (2021a). Effects of perceived service quality, website quality, and reputation on purchase intention: The mediating and moderating roles of trust and perceived risk in online shopping. Cogent Business & Management, 8(1), 1869363.
Qalati, S. A., Vela, E. G., Li, W., Dakhan, S. A., Hong Thuy, T. T., & Merani, S. H. (2021b). Effects of perceived service quality, website quality, and reputation on purchase intention: The mediating and moderating roles of trust and perceived risk in online shopping. Cogent Business and Management, 8(1). https://doi.org/10.1080/23311975.2020.1869363
Qing, C., & Jin, S. (2022). What Drives Consumer Purchasing Intention in Live Streaming E-Commerce? Frontiers in Psychology, 13(June), 1–11. https://doi.org/10.3389/fpsyg.2022.938726
Quan, N. H., Binh, N. T., & Ly, B. T. (2022). Impact of smart locker use on customer satisfaction of online shoppers in Vietnam. Humanities and Social Sciences Communications, 9(1), 1–11. https://doi.org/10.1057/s41599-022-01428-6
Ramli, A. H. (2019). Work environment, job satisfaction and employee performance in health services. Business and Entrepreneurial Review, 19(1), 29–42.
Rust, R. T., Rand, W., Huang, M.-H., Stephen, A. T., Brooks, G., & Chabuk, T. (2021). Real-time brand reputation tracking using social media. Journal of Marketing, 85(4), 21–43.
Saulina, A. R., & Syah, T. Y. R. (2018). How service quality influence of satisfaction and trust towards consumer loyalty in Starbucks coffee Indonesia. International Advanced Research Journal in Science, Engineering and Technology, 5(10), 11–19.
Setia, P., Setia, P., Vankatesh, V., & Joglekar, S. (2013). Leveraging Digital Technologies: How Information Quality Leads to Localized Capabilities and Customer Service Performance. Management Information System Research Center, University of Minnesota, 37, 565–590.
Song, Z., Liu, C., & Shi, R. (2022). How Do Fresh Live Broadcast Impact Consumers’ Purchase Intention? Based on the SOR Theory. Sustainability, 14(21), 14382. https://doi.org/10.3390/su142114382
Suciningrum, F., & Usman, O. (2020). The effect of product quality, service quality, and product price on customer satisfaction in shopee. IOP Conference Series: Earth and Environmental Science, 473(1). https://doi.org/10.1088/1755-1315/473/1/012028
Sutan Ardani, D. (2017). Influence of Organizational Culture, Team Conductivity, Personality, and Trust To the Outlet Leading Organization Commitment. IJHCM (International Journal of Human Capital Management), 1(02), 10–18. https://doi.org/10.21009/ijhcm.012.02
Tsagkias, M., King, T. H., Kallumadi, S., Murdock, V., & de Rijke, M. (2021). Challenges and research opportunities in ecommerce search and recommendations. ACM SIGIR Forum, 54(1), 1–23.
Vitas, B. (2013). Community-driven information quality standards: How IBM developed and implemented standards for information quality. Technical Communication, 60(4), 307–315.
Wang, Y., & Zhai, X. (2020). Research on B2C E-commerce and Logistics Optimization in Coastal Areas. Journal of Coastal Research, 115(sp1), 461–464. https://doi.org/10.2112/JCR-SI115-128.1
Wirya, Y. H., & Syah, T. Y. R. (2022). Consumer Product Involvement, Attitude and Cognition Towards Ad, and Perceived Value Concerning Purchase Intentions. JDM (Jurnal Dinamika Manajemen), 13(2), 173–184.
Wopperer, W. (2002). Fraud Risks in E-commerce Transactions. 27(3), 383–394.
Xie, G., Huang, L., Apostolidis, C., Huang, Z., Cai, W., & Li, G. (2021). Assessing consumer preference for overpackaging solutions in e-commerce. International Journal of Environmental Research and Public Health, 18(15). https://doi.org/10.3390/ijerph18157951
Yasin, B., & Bozbay, Z. (2011). The impact of corporate reputation on customer trust. 16th International Conference on Corporate and Marketing Communications, 505–518.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), 31–46. https://doi.org/10.1177/002224299606000203
Zheng, D., Yang, W., & Wang, D. (2019). E-commerce, Collaborative Innovation Capability and Performance: An Empirical Study of Shipping Companies. Journal of Coastal Research, 94(sp1), 392–397. https://doi.org/10.2112/SI94-079.1