Analysis Of E-Servqual Dimensions Influencing E-Customer Satisfaction Of My First Media Application Users

Nur  Ainani Lukman; Indrawati Indrawati

doi:10.46729/ijstm.v5i2.1072

Nur Ainani Lukman Program Studi Magister Menejemen Fakultas Ekonomi dan Bisnis, Universitas Telkom, Bandung, Indonesia
Indrawati Indrawati Program Studi Magister Menejemen Fakultas Ekonomi dan Bisnis, Universitas Telkom, Bandung, Indonesia

DOI: https://doi.org/10.46729/ijstm.v5i2.1072

Keywords: E-Service Quality, E-customer Satisfaction and myFirstMedia.

Abstract

The internet's growth in Indonesia has reshaped lifestyles and opened new avenues for businesses. This study examines the impact of e-service quality dimensions on e-customer satisfaction among users of the myFirstMedia application—an innovative digital service ensuring 24/7 customer connectivity. However, there is a noticeable gap between service quality and user expectations. The research, utilizing a quantitative method, combines primary data from Google Forms surveys with secondary data from news articles and previous research. Employing non-probability purposive sampling, the study involves 385 respondents and applies Structural Equation Modeling (SEM) using SmartPLS 4.0 software. Statistical tests reveal that (1) the reliability dimension significantly influences e-customer satisfaction, (2) the responsiveness dimension positively impacts e-customer satisfaction, (3) the security/privacy dimension has a significant positive effect on e-customer satisfaction, (4) the fulfillment dimension significantly contributes to e-customer satisfaction, and (5) the efficiency dimension positively affects e-customer satisfaction. The R-Square coefficient of determination indicates a 52.6% influence of electronic service quality dimensions on e-customer satisfaction. Statistical analysis results confirm the impact of the reliability dimension on e-customer satisfaction. Descriptive analysis highlights that the fulfillment dimension exhibits the lowest percentage value, particularly concerning information on package prices, promotions, and other content within the My First Media application.

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