PENGARUH E-SERVICE QUALITY TERHADAP KEPERCAYAAN DAN KEPUASAN PENGGUNA GEN Z PADA E-WALLET SHOPEEPAY DI SUMATERA BARAT
DOI:
https://doi.org/10.54314/jssr.v9i3.6623Keywords:
E-Service Quality, ShopeePay, E-Trust, Gen-Z, Sumatera BaratAbstract
Abstract: This study aims to examine the effect of E-Service Quality on E-Trust and E-Satisfaction among Generation Z ShopeePay users in West Sumatra, as well as to investigate the mediating role of E-Trust in the relationship between E-Service Quality and E-Satisfaction. This research employed a quantitative approach using a survey method. Data were collected through an online questionnaire distributed to 400 respondents selected using purposive sampling. The data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach with SmartPLS 4 software. The results revealed that E-Service Quality has a positive and significant effect on E-Trust (β = 0.582; p < 0.001) and E-Satisfaction (β = 0.359; p < 0.001). Furthermore, E-Trust was found to have a positive and significant effect on E-Satisfaction (β = 0.363; p < 0.001). The mediation analysis indicated that E-Trust partially mediates the relationship between E-Service Quality and E-Satisfaction, with an indirect effect value of 0.211 (p < 0.001). These findings suggest that improving electronic service quality can enhance user satisfaction both directly and indirectly through increased user trust in ShopeePay. This study contributes to the digital marketing and consumer behavior literature and provides practical insights for digital wallet service providers in improving service quality, strengthening user trust, and increasing customer satisfaction.
Keywords: E-Service Quality, E-Trust, E-Satisfaction, ShopeePay, Gen Z.
Abstrak: Penelitian ini bertujuan untuk menganalisis pengaruh E-Service Quality terhadap E-Trust dan E-Satisfaction pengguna e-wallet ShopeePay dari kalangan Generasi Z di Sumatera Barat serta menguji peran mediasi E-Trust dalam hubungan tersebut. Penelitian menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner secara daring kepada 400 responden yang dipilih menggunakan teknik purposive sampling. Data dianalisis menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan bantuan perangkat lunak SmartPLS 4. Hasil penelitian menunjukkan bahwa E-Service Quality berpengaruh positif dan signifikan terhadap E-Trust (β = 0,582; p < 0,001) dan E-Satisfaction (β = 0,359; p < 0,001). Selain itu, E-Trust juga berpengaruh positif dan signifikan terhadap E-Satisfaction (β = 0,363; p < 0,001). Hasil pengujian mediasi menunjukkan bahwa E-Trust mampu memediasi secara parsial pengaruh E-Service Quality terhadap E-Satisfaction dengan nilai pengaruh tidak langsung sebesar 0,211 (p < 0,001). Temuan ini mengindikasikan bahwa peningkatan kualitas layanan elektronik mampu meningkatkan kepuasan pengguna secara langsung maupun melalui peningkatan kepercayaan pengguna terhadap ShopeePay. Penelitian ini memberikan kontribusi empiris dalam pengembangan literatur pemasaran digital dan dapat menjadi bahan pertimbangan bagi penyedia layanan dompet digital dalam meningkatkan kualitas layanan, membangun kepercayaan, serta meningkatkan kepuasan pengguna.
Kata kunci: E-Service Quality; E-Trust; E-Satisfaction; ShopeePay; Gen Z; Sumatera Barat
Downloads
References
Aulia, R., Pratama, D., & Hidayat, T. (2025). The effect of service quality and e-satisfaction on e-loyalty among DANA e-wallet users in Generation Z. International Journal of Economics and Management Research, 5(1), 45–58.
Astuti, S., Ramli, M., & Kirana, R. C. (2025). Pengaruh media sosial terhadap perilaku konsumen Generasi Z dalam pembelian produk fashion. Digital Business Insights Journal, 1(1), 58–67. https://doi.org/10.32520/bidi.v1i1.4049
Atha Ardelia Cahyanti, A., Sudarmiatin, & Titis Shinta Dhewi. (2022). Effect of E-Service Quality and E-Trust on E-Loyalty of E-Payment Through E-Satisfaction of Shopee pay Users. International Journal Of Humanities Education and Social Sciences (IJHESS), 2(1). https://doi.org/10.55227/ijhess.v2i1.234
Ayu Kumala Dewi, R., & Padmantyo, S. (2025). Pengaruh E-Trust dan E-WOM Terhadap Customer Satisfaction Dengan Customer Loyalty Sebagai Variabel Mediasi. Journal of Accounting and Finance Management, 6(1), 311–324. https://doi.org/10.38035/jafm.v6i1.1694
Bank Indonesia. (2024). Perkembangan transaksi uang elektronik di Indonesia. Bank Indonesia.
Butarbutar, M., Efendi, E., Simatupang, S., Butarbutar, N., & Sinurat, D. N. (2021). ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUASAN KONSUMEN PININTA COFFEE PEMATANGSIANTAR. Maker: Jurnal Manajemen, 7(2), 200–207. https://doi.org/10.37403/mjm.v7i2.395
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297–334.
Difa Trevina Kinanti, & Rahmiati, R. (2023). Perceived risk, trustworthiness, and security in E-wallet adoption: a study of DANA in West Sumatra. Marketing Management Studies, 3(3), 228–240. https://doi.org/10.24036/mms.v3i3.406
Effendi, R., Musnaini, M., & Suyoto, Y. T. . (2024). Pengaruh E-Service Quality Terhadap E-Loyalty Melalui E-Satisfaction. Jurnal Dinamika Manajemen, 11(4), 162–171. https://doi.org/10.22437/jdm.v11i4.28066
Febriansyah, A., & Purwanto, E. (2025). The influence of service quality and customer satisfaction on customer loyalty in mobile wallet services. Jurnal Cendekia Ilmiah, 4(2), 112–124.
Fira Rahmadani.(2025). Pengaruh E-service quality, E-trust, dan Price terhadap Customer E-loyalty yang dimediasi oleh Customer E-Satisfaction pada Gen Z pengguna aplikasi Lazada di Kota Padang. doi: 10.36526/js.v3i2.5032
Galton, F. (1886). Regression towards mediocrity in hereditary stature. Journal of the Anthropological Institute, 15, 246–263.
Ghozali, I., & Latan, H. (2015). Partial Least Squares: Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS. Semarang: Badan Penerbit Universitas Diponegoro.
Griffin, J. (2021). Customer Loyalty: How to Earn It, How to Keep It. Jossey-Bass.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Thousand Oaks: Sage.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43, 115-135.
Kumala, I. W., Wicaksono, A. F., Askhar, B. M., Yusuf, M. F., & Prambudi, W. T. (2025). Pengaruh E-Satisfaction, E-Trust, dan E-Service Quality Terhadap Loyalitas
Digital Shopeepay. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(2), 5158–5162. https://doi.org/10.31004/riggs.v4i2.1345
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Liana, W., dkk. (2024). Financial Technology dan perkembangan dompet digital dalam sistem pembayaran digital. Jakarta: Penerbit Akademik.
Lee, I., & Shin, Y. J. (2018). Fintech: Ecosystem, business models, investment decisions, and challenges. Business Horizons, 61(1), 35–46.
Maulana, Risqi & Zoraya, Intan. (2024). Pengaruh Perceived Ease Of Use, Kepercayaan dan Literasi Keuangan Terhadap Penggunaan ShopeePay pada Masyarakat Bengkulu. Jesya. 7. 640-654. 10.36778/jesya.v7i1.1442.
Maulida, S., Sunarjo, W., & Putra, A. (2024). Pengaruh customer relationship management terhadap customer satisfaction dan customer loyalty pada pengguna GoPay. Jurnal Bisnis dan Digital, 3(2), 89–102.
Ojasalo, Jukka. (2010). E-service quality: A conceptual model. International Journal of Arts and Sciences. 3. 127-143.
Oliver, R. L. (2019). Satisfaction: A Behavioral Perspective on the Consumer. Routledge.
Otoritas Jasa Keuangan. (2023). Statistik fintech Indonesia. OJK.
Perdana, R., Welsa, H., & Ningrum, R. (2024). The effect of trust, privacy, and service quality on e-CRM success in e-wallet users. Jurnal Ilmu Ekonomi dan Bisnis, 12(1), 55–70.
Putri, N., Hussein, A., & Handrito, R. (2025). The impact of electronic customer relationship management on e-loyalty in digital commerce platforms. Jurnal Manajemen dan Kewirausahaan, 10(1), 1–15.
Revi Kristioni, Rayesha Putra Baistama, & Indra Widjaja. (2025). The Influence of E-Service Quality on Customer Satisfaction and Loyalty in Online Transportation Applications. Jurnal Ekonomi, 30(1), 71–87. https://doi.org/10.24912/je.v30i1.2848
Ringle, C. M., Wende, S., & Becker, J.-M. (2024). SmartPLS 4. Bönningstedt: SmartPLS. https://www.smartpls.com.
Roisah, R., Ahha, Z. A., & Angliawati, R. Y. (2022). Upaya meningkatkan e-satisfaction melalui e-trust dan e-service quality pada pengguna Shopee Kota Bandung. Jurnal Sains Manajemen, 4(2).
Saunders, M., Lewis, P., & Thornhill, A. (2019). Research Methods for Business Students. Pearson.
Sitanggang, Firman & Nurrudin, & Maulany, Soesanty. (2025). Effect of E-Service Quality on E-Satisfaction through E-Trust as a Mediating Variable in ShopeePay Users in Cirebon City. Jurnal Manajemen. 16. 750-763. 10.32832/jm-uika.v16i2.19792.
Tjiptono, F., & Chandra, G. (2022). Pemasaran Strategik. Andi Offset.
Wardhana, Aditya. (2024). MODEL PENGUKURAN E-SERVICE QUALITY.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2020). Services Marketing: Integrating Customer Focus Across the Firm. McGraw-Hill.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Hasan, Rahmiati (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
