THE IMPACT OF E-SERVICE QUALITY AND CUSTOMER SATISFACTION ON

CUSTOMER BEHAVIOR IN ONLINE SHOPPING

Abstract
The main objective of1this study is to contribute fresh insights that enhance our comprehension of
the critical dimensions of e-service quality that exert an influence on customer satisfaction,
customer faith, and customer behavior. This study is anchored in the existing literature on e-
service quality within the realm of online shopping. It centers on the four dimensions of the e-
service quality design that exhibit more substantial predictive power concerning customer
behavior. Specifically, it not only examines the influence of customer satisfaction on customer
behavior, encompassing factors like intent to repurchase, word of1mouth, and site revisit, but
additionally investigates the influence of customer faith. Anticipated outcomes include an
expanded understanding of how the significance of e- service quality attributes may differ across
various country cultures. The research leveraged data derived from an online survey involving 355
Indonesian online customers and employed structural equation modeling to assess the research
technique. The analytical findings have indicated that three e-service quality dimensions, namely
website design, security/privacy, and contentment, greatly enhance the general quality of e-
services. In contrast, customer service does not exhibit a statistically significant correlation as a
whole e-service quality. Moreover, it has been established that total e-service quality is
statistically and significantly connected to customer behavior. Upcoming studies endeavors ought
to take into account a range of product categories or explore different industries to ensure the
applicability of the dimensions model across diverse contexts. Should the research be applied in
alternative industry settings, it may require necessary adjustments. Additionally, future research
may consider the utilization of varied techniques, such as focus groups and interviews, for a more
comprehensive investigation.
Keywords: e-service quality, Customer satisfaction, Customer trust, Consumer behavior, Online
shopping, Retailing, Business, Information science, Marketing
1. Introduction
The Internet has played an important role in empowering consumers for more than a decade (Pires
et al., 2006). In fact, one of the influences of internet use which plays an important role is the
increase in the rise of e-commerce. It can even be explained that current e-commerce sales
worldwide are estimated to reach $1.92 trillion (Kalia & Kumalo, 2019). This growth is actually
caused by the continued increase in online users and the entry of large brands in the international
market. However, this proliferation is actually one of the factors in closing traditional scope
management. Sales made through e-commerce are actually different from direct retail outlets,
online business can actually be used easily and is able to provide convenience for them in making
orders and paying flexibly (Gulfraz,et.al,2022). This is also supported by Karina et al., (2022),
who said that according to the 2021 Bank Indonesia Annual Meeting report, e-commerce
transactions in Indonesia are projected to reach IDR 403 trillion in 2021. The number of
consumers has increased by up to 51% in August 2021. In fact, this is also supported by a report
from Exabyte which shows an increase in the number of people making sales online by 38.3%
compared to previous months (Chandra et.al,2021).
The number of E-Commerce users in Indonesia is expected to increase continuously until 2028,
and the forecast indicator will increase to 112.77 million users in 2028. Seeing this provides an
awareness that the use of e-commerce continues to be a scope of change that is being developed
through Consumer considerations in online shopping.And the Internet's influence on consumer
empowerment and the retail industry is undeniable, shaping the way we shop and interact with
products and services.
The swift progress of1information technology has led to a notable transformation in cultural
norms. As a result, consumers' purchasing preferences have changed from traditional brick- and-
mortar establishments to online shopping. Tangible businesses have been utilizing e- commerce to
interact with their customers in an effort to obtain a competitive edge (Lee & Lin, 2005). In the
realm of online businesses, the market is highly susceptible to competition due to the relatively
low entry barriers (Wang et al., 2016). From the customer's viewpoint, swapping between online
stores involves minimal costs, making it easy for them to shift their shopping preferences from one
online retailer to another (Mutum et al., 2014). In both tangible and online retail settings, the
shopping journey plays a pivotal role in shaping future customer behaviors, which include
intentions to repurchase, revisit the retail, and engage in word-of-mouth recommendations (Chang
& Wang, 2011).
The primary challenge in the realm of online shopping revolves around ensuring and sustaining
customer satisfaction. To thrive in the fiercely competitive e-commerce landscape, a critical
success factor is the adoption of a strategy that prioritizes service excellence. Companies must
consistently provide exceptional service experiences to their customers, thereby encouraging
repeat purchases and cultivating customer loyalty (Gounaris et al., 2010). To enhance service
quality, it is essential for companies to bolster customer assurance by being capable of delivering
excellent service when issues or concerns arise, and by providing solutions that satisfy customers.
To boost customer satisfaction, businesses should focus on elevating both product and service
quality to ensure that customers can perceive the benefits derived from the products and services
they receive (Familiar & Maftukhah, 2015). Reaching elevated tiers of customer contentment
hinges on delivering superior service quality, often resulting in positive behavioral intentions
(Brady & Robertson, 2001). For e-commerce success, the quality of a website's systems, the
information it provides, and its electronic service quality are pivotal factors (Sharma & Lijuan,
2015).
The topic of e-service quality has drawn the attention of several researchers. The attributes linked
to e-service quality demonstrate a strong connection with the overall perception of e- service
quality, customer satisfaction, and intentions to repurchase. However, these attributes do not have
a significant impact on Word of Mouth (WOM) (Blut et al., 2015). In another study conducted by
Tsao et al. (2016), they examined how e-service quality influences online loyalty, explicitly
focusing on the online shopping experience in Taiwan. Their findings indicated that both system
quality and electronic service quality had substantial effects on perceived value, which, in turn,
significantly influenced online loyalty. Additionally, Gounaris et al. (2010) found that e-service
quality led to positive outcomes in three consumer behavioral intentions: purchase intentions,
revisiting websites, and engaging in WOM. Blut (2016) presented evidence to suggest that e-
service quality had beneficial effects on customer satisfaction, repurchase intentions, and WOM
for online shoppers in the U.S. Consequently, in summary, existing studies on e-service quality
differ in their approaches and outcomes without providing definitive conclusions (Gounaris et al.,
2010).

Chang et al. (2013) emphasized that trust stands out as the foremost factor in luring e- commerce
buyers. Nonetheless, there needs to be more studies that delve into the influence of quality
of1service on trust, particularly in the online business context. Rasheed & Abadi (2014) delved
into the impact of e-service quality on trust within the broader services sector and revealed that
trust was regarded as a precursor to service quality. Likewise, Saleem et al. (2017) executed a
study in the context of the Pakistani airline sector and ascertained that trust plays an indispensable
role in stimulating repurchase intentions across all service-related businesses.
Utilizing an e-service quality model with incorrect specifications could lead to an overestimation
of the significance of e-service attributes of quality (Blut et al., 2015). Furthermore, Blut et al.
(2015) established a hierarchical e-service quality approach that demonstrated superior predictive
capabilities for customer behavior compared to other well- established tools. However, it is worth
noting that only Blut (2016) empirically validated this conceptual approach specifically for online
shoppers in the United States. In light of the aforementioned research gap, this study sought to
empirically test Blut et al. (2015) e-service quality approach. The aim was to gain a comprehensive
understanding of how e-service quality impacts not only customer contentment, purchase
intentions, and word-of-mouth (WOM) but also customer faith and the likelihood of revisiting a
website.
Country culture, as observed by Blut et al. (2015), has been shown to impact the applicability of
the e-service quality construct. Consequently, this study conducted an empirical assessment of the
hierarchical approach for measuring e-service quality in a novel cultural context, specifically in
Indonesia. The aim was to ascertain whether this model is equally effective in diverse countries
and cultural settings. Cultural distinctions in online shopping behavior might also influence the
prioritization of1e-service quality attributes, although this aspect remains unexplored, as pointed
out by Brusch et al. (2019).

The objectives of this study are twofold: (1) to evaluate the hierarchical e-service quality approach
in a novel cultural context, and (2) to draw a comparative analysis of1e-service quality perceptions
in two distinct cultural settings, Indonesia and the United States.
2. Background
Numerous researchers have put forth a variety of characteristics and dimensions to gauge e-
service quality. An early investigation into e-service quality conducted by Dabholkar (1996)
centered on how consumers formulate their anticipations regarding technology-based self- service
quality. This study identified five primary characteristics of1e-service quality, namely delivery
speed, usability, dependability, fun factor, and control. The study findings indicated that control
and enjoyment emerged as noteworthy factors influencing service quality. Usability was also
deemed a pivotal element of quality of services, albeit primarily in cases involving extended
waiting times and the control group. In contrast, speed of delivery and reliability were found to
exert no discernible impact on service quality.
The SERVQUAL model, which was first presented by Parasuraman et al. in 1985, is still the most
widely used approach to measure service quality. Several studies are currently employing it, and it
continues to be widely utilized (Alrubaiee & Alkaa'ida, 2011; Kansra & Jha, 2016; Kitapci et al.,
2014). The SERVQUAL model has been modified into numerous variations by several researchers
and implemented in the realm of online enterprises. WebQual (Barnes & Vidgen, 2002; Loiacono

et al., 2002), eTailQ (Wolfinbarger & Gilly, 2003); E-S- Qual (Parasuraman et al., 2005); and the
most recent hierarchical approach of e-service quality proposed by Blut et al. (2015).

Fig. 1. Conceptual model.

Loiacono et al. (2002) introduced the WebQual™ scale, designed for evaluating websites
that offer products such as books, music, airline tickets, and hotel bookings. The WebQual™
characteristics include factors like suitability for the task, interactivity, trustworthiness, response
speed, comprehensibility, user-friendliness, visual attractiveness, innovation, emotional
engagement (flow), consistent branding, online comprehensiveness, and superiority to alternative
channels. This study contributes to the field by providing researchers with a validated and
dependable tool for assessing website quality. Additionally, it enhances the understanding of the
Technology Acceptance Model (TAM) by identifying the constituents of user-friendliness and
utility.
Subsequently, Barnes and Vidgen (2002) introduced a novel approach to assess e-service quality,
known as WebQual, with a particular emphasis on the significance of user-friendly websites. The
WebQual assessment encompasses five key attributes: ease of use, design, information quality,
trustworthiness, and empathy. Over time, this measurement tool has evolved through multiple
versions, culminating in WebQual 4.0.
Focus groups were used in an additional study by Wolfinbarger and Gilly (2003) to develop the
eTailQ model for evaluating the quality of1e-services. Four dimensions comprise the elements of
this model: website design, customer service, privacy/security, and contentment/reliability.
Furthermore, Pan, Ratchford, and Shankar (2002) examined 105 web merchants and 6,739 price
observations for 581 products in eight distinct product categories. Five features related to e-service
quality were identified as a result of their research: costing, product information,
shipping/handling, convenience of purchasing, and reliability.

Zeithaml et al. (2002) synthesized the existing knowledge about delivering service quality through
websites and identified five primary dimensions: information availability and content, ease of use,
privacy/security, graphic style, and contentment/reliability. In a research effort by Parasuraman et
al. (2005), e-service quality was divided into two distinct scales: the e-service quality scale (E-S-
QUAL) and the e-service quality recovery scale (E-RecS- QUAL). E-S-QUAL encompasses the
aspects of1privacy/security, reliability, contentment, efficiency, and individualized attention, while
E-RecS-QUAL covers responsiveness, compensation, and contact. The study's results emphasize
the significant role that privacy plays in the higher-level evaluations made by customers
regarding websites.
Gounaris et al. (2010) explored the influence of service quality and customer satisfaction on word-
of-mouth (WOM) recommendations, repeat visits to websites, and purchase intentions
in the context of online shopping. They utilized the WebQual scale, which comprises dimensions
related to usability, information, and interaction, initially developed by Barnes and Vidgen (2002).
Additionally, they integrated two supplementary factors, aesthetics and after-sales service,
introduced by Lee and Lin (2005), to assess e-service quality. The study involved conducting 240
randomly selected online interviews with users of an Internet service provider in Greece. The
results indicated that e-service quality not only directly positively affected customer satisfaction
but also had both direct and indirect effects on customer behavioral intentions, including revisiting
the website, participating in WOM communication, and making repeated purchases, primarily
through its influence on satisfaction.
Kitapci et al. (2014) carried out a study to investigate the effects of various dimensions of service
quality on patient satisfaction, the subsequent impact of satisfaction on word-of- mouth (WOM)
communication and repurchase intentions, and the potential relationship between WOM and
repurchase intentions in the public healthcare sector. They employed the SERVQUAL model,
initially developed by Parasuraman et al. (1985), as a framework for assessing service quality. The
study's results revealed that customer satisfaction played a significant role in influencing WOM
and repurchase intentions, which were found to be strongly interconnected.
Current methods for assessing e-service quality in online businesses have certain limitations. As
pointed out by Blut (2016), both the E-S-Qual and eTailQ measurements need to have the
necessary criteria to effectively evaluate online stores, making them insufficient for explaining
customer dissatisfaction and their subsequent shift to other online retailers. Another drawback of
these measurements is their predictive capability regarding customer behavior. While eTailQ
addresses 13 out of 16 attributes associated with e-service quality, it ranks only eighth in its ability
to predict outcomes and falls short in evaluating customer service and security (Blut et al., 2015).
In contrast, WebQual may excel in predicting customer behavior, but it has a narrower scope.
In light of the shortcomings of current methods for assessing e-service quality, Blut et al. (2015)
proposed a hierarchical approach utilizing meta-analysis to tackle these challenges. This
hierarchical approach offers a more comprehensive framework for encompassing the diverse
attributes of online stores. The results of the study reveal that e-service quality is a construct with
four primary dimensions: website design, customer service, security/privacy, and contentment.
What is particularly noteworthy is that this hierarchical approach shows more excellent predictive
capability for consumer behavior compared to other existing measurements.
Following this, Blut (2016) carried out an empirical investigation to validate the Blut et al. (2015)
model, utilizing a sample of 358 U.S. online customers. The study's outcomes confirmed the e-
service quality construct, which conformed to the structure of1a higher-order factor model that
connects perceptions of online service quality to specific and actionable dimensions: website
design, fulfillment, customer service, and security/privacy. Furthermore, the study revealed that
overall quality played a role as a full mediator in the relationships between dimensions and
outcomes concerning fulfillment and security, while it partially mediated the connections among
customer service and website design. Drawing from insights gathered in the literature review, the
authors of this study opted to employ the hierarchical model to evaluate e-service quality in online
businesses. Additionally, this study delved into the impact of1e-service quality in generating
favorable consumer behavior, including intentions for repurchase, word-of-mouth (WOM)
communication, and revisiting online stores. As previous research suggests, these aspects are
influenced by factors such as satisfaction, trust, and various quality dimensions associated with
online store websites.
H1. Customer service is positively associated with overall e-service quality.
Security/privacy, in line with Blut's (2016) definition, encompasses ensuring the security of credit
card payments and the confidentiality of1shared information. It is of paramount importance for a
website to prioritize aspects such as assurance and security to enhance its credibility and the
overall quality of its services, as emphasized by Wang et al. (2015). Schmidt et al. (2008) further
stress the vital role of privacy and security in the effectiveness of a website, a sentiment also
echoed by Fortes and Rita (2016). When customers engage in online purchases, they are typically
required to provide personal information, including their name, address, contact number, and
credit card details (Holloway & Beatty, 2008). Customers consistently harbor concerns about the
website's capability to protect their information from potential fraudulent activities following a
transaction. Consequently, the assessment of website security and privacy holds significant
importance in evaluating the service quality of online stores. As a result, we propose the
following hypothesis:
H2. Security/privacy exhibits a positive correlation with overall e-service quality.
Contentment, as defined by Blut (2016), encompasses the set of actions aimed at guaranteeing that
customers receive precisely what they ordered, which includes aspects like the delivery timing,
order precision, and the condition of the delivery. It is worth noting that the assessment of this
attribute can only take place subsequent to the completion of the payment. As stated by Liao &
Keng (2013), post-payment dissonance among customers is more prevalent in the realm of online
shopping as compared to offline shopping. This is primarily due to the fact that customers need the
opportunity to physically inspect the product before making the purchase. Consequently,
companies must place a strong emphasis on ensuring the punctuality of deliveries, the precision of
orders, and the quality of delivery conditions to provide customers with a high level of service
quality. The efficiency of order contentment stands as one of the pivotal elements of1e-service
quality. Hence, we propose the following:
H3. Overall e-service quality is positively associated with customer satisfaction.
Trust occupies a central role in the decision-making process for customers contemplating online
purchases (Fortes et al., 2017). Wu et al. (2018) provide a comprehensive definition of trust as a
belief, a sense of confidence, a sentiment, or an expectation regarding the intentions or probable
behavior of buyers. The absence of trust is identified as a notable barrier to the widespread
adoption of e-commerce, as articulated by Chang et al. (2013). Oliveira et al. (2017) delved into an
evaluation of three critical dimensions of customer trust: competence, integrity, and benevolence,
uncovering that customers characterized by an overall high level of trust exhibit a greater
proclivity toward engaging in e-commerce activities. Prior studies illustrate a consistent positive
relationship between e-service quality and trust, an observation noted in research conducted by
Chiou & Droge (2006), Cho & Hu (2009), Rasheed & Abadi (2014), Wu et al. (2010, 2018), and
Alrubaiee & Alkaa'ida (2011). Notably, within the healthcare industry, service quality is seen not
only to exert a direct positive influence on customer trust but also to have an indirect positive
impact on trust, mediated by customer satisfaction. The online shopping experience necessitates
trust, not only in the relationship between the internet merchant and the customer but also in the
dependability of the computer system executing the transaction (Lee & Turban, 2001). Trust
emerges as a crucial element in reducing uncertainty, mainly when the degree of familiarity
between the customer and thetransaction security mechanism is insufficient.

3. Methodology

This study focused on particular respondent groups who met specific criteria essential for the
study. The selection process involved screening respondents to confirm that they had a recent
memory of utilizing an online retailer website. The chosen respondents met the following criteria:
They were Indonesian internet consumers who had engaged with online retailers by visiting,
making purchases, or utilizing their services at least once within the past six months.
The study's target population encompassed adult Indonesian individuals of both genders who were
17 years of age or older.
To assess the proposed model, a questionnaire was developed. Data collection was conducted
using an online survey on Google Docs, and the survey link was distributed through social media
platforms such as Facebook, LINE, and WhatsApp. Respondents were directed to a specific
website where they could access the questionnaire via the provided link and were asked to
complete it based on their most recent experience with an online store within the past six months.
Overall e-service quality was defined as the overall excellence or superior nature of the service,
following Zeithaml (1988). The three specific items used to measure overall e-service quality were
adapted from Blut (2016). To assess these model constructs, a combination of items was collected
from WebQual, E-S-Qual, and eTailQ (Holloway & Beatty, 2008; Parasuraman et al., 2005;
Wolfinbarger & Gilly, 2003). The measurement of e-service quality was categorized into four
dimensions: website design, customer service, security/privacy, and contentment. As proposed by
Blut (2016), the e-service quality dimensions were operationalized using a reflective-formative
model (Ringle et al., 2012). The first-order dimensions for website design included eight attributes:
information quality, website aesthetics, purchase process, website convenience, product selection,
price offerings, website personalization, and system availability. Customer service's first-order
dimensions encompassed two attributes: service level and return handling/policies.
Security/privacy's first-order dimension included two attributes: security and privacy. Lastly, the
first-order dimension of contentment comprised three attributes: timeliness of delivery, order
accuracy, and delivery condition.
The customer satisfaction scale was adapted from Fornell (1992), while the assessment of
customer trust relied on six items drawn from Gefen (2002), Lee and Turban (2001), and Urban et
al. (2009). Repurchase intention and word of mouth (WOM) were measured using items from
Zeithaml et al. (1996). Site revisit was constructed following the approach outlined by Gounaris et
al. (2010). All these constructs and the reflective items used to measure them were evaluated on a
seven-point scale, with response choices ranging from 1, indicating "strongly disagree," to 7,
indicating "strongly agree,".
In this study, we utilized partial least squares (PLS) path modeling with the Smart PLS software to
assess the reliability and validity of the measurements. Convergent validity was evaluated using
composite reliability (CR), factor loading, and average variance extracted (AVE). To meet the
criteria established by Gefen et al. (2000), we considered convergent validity acceptable if each
item's factor loading exceeded 0.70, the composite reliability was above 0.70, and the AVE
surpassed 0.50. Our analysis revealed that all factor loading estimates met this criterion, with the
exceptions of T1 and SR1, which were subsequently removed. Furthermore, Bootstrap t-statistics
provided strong evidence of convergent validity. The AVE for each reflective construct in our
study also exceeded 0.50, as presented in Table 2. These AVE values indicate that a substantial
proportion of the variance in each indicator is explained by its corresponding construct, confirming
the presence of convergent validity.
In this study, we utilized three approaches to evaluate discriminant validity: the Fornell-Lacker
criterion, cross-loadings, and the heterotrait-monotrait (HTMT) ratio of correlations criterion. As
per the guidance of Hair et al. (2010), discriminant validity is of paramount importance to ensure
that a constructed measure is empirically distinctive and captures phenomena not explained by
other measures within a structural equation model. This criterion is met when a latent variable
accounts for more variance in its associated indicator variables than it shares with other constructs
in the same model, as initially proposed by Fornell and Larcker (1981). To establish discriminant
validity, we compared the square root of AVEs (indicated in bold) in Table 2 with the correlations
between other constructs. Discriminant validity is confirmed when the square roots of AVEs
exceed the correlations with other constructs, which was the case in our study. Another approach
to assess discriminant validity is through cross-loadings, where, as per Chin (1998), each indicator
loading should be higher than all cross-loadings. Table 3 clearly demonstrates that each indicator
loading (in bold) surpasses all of its cross-loadings. The third method employed, the heterotrait-
monotrait (HTMT) ratio of correlations, establishes discriminant validity between two reflective
constructs if the HTMT value falls below 0.90, aligning with the recommendations of Henseler et
al. (2014). In our research, all constructs exhibited HTMT values below 0.90, as indicated in Table
4. Therefore, we have successfully confirmed the discriminant validity of our measurement model.
Cronbach's alpha was utilized to assess the internal consistency reliability of our measurement
instruments. For exploratory purposes, it is typically recommended that Cronbach's alpha should
be 0.7 or higher, although values of 0.6 or higher are also considered acceptable, as per the
guidance of Hair et al. (2011). In our study, all the reflective constructs demonstrated reliability, as
each of them displayed Cronbach's alpha values surpassing 0.7 (ranging from 0.770 to 0.931), as
outlined in Table 2.
In this study, we considered the e-service quality dimensions, which include website design,
customer service, security/privacy, and contentment, as second-order constructs using a reflective-
formative approach, as described by Ringle et al. (2012). Each of the first-order constructs within
these dimensions was reflective in nature. The relationships between the e- service quality
attributes (first-order constructs) and the e-service quality dimensions (second-
order constructs) were formative. To assess the validity of these formative constructs, we
conducted several tests, including checks for multi-collinearity and examinations of the
significance and signs of the weights. The results of these assessments revealed that all four e-
service quality dimensions were statistically significant (p < 0.01), and all of them exhibited
positive signs, as illustrated in Table 5. Additionally, the Variance Inflation Factor (VIF) values for
the first-order constructs (ranging from 1.607 to 3.065) were below the standard threshold of 3.3,
as recommended by Lee and Xia (2010). This indicates that concerns related to multi- collinearity
were not warranted. Consequently, we concluded that the formative constructs were appropriate
for testing in the structural model.

4. Results and Discussion

Validity Test Results
For each statement item, which in this study amounted to 12 statements, data was obtained
through a questionnaire distributed to 120 respondents. The statement item is declared valid if it is
more than 0.01. All customer service variable statement items are declared valid, because the
overall value of each statement item is greater than 0.01. All security/privacy variable statement
items are declared valid, because the overall value is greater than 0.01. Furthermore, all statement
items for the overall e-service quality variable were declared valid, because the value was greater
than 0.01. Apart from that, all customer satisfaction statement items were declared valid, because
the value was greater than 0.01. The output results from the validity test for each variable are as
follows:
Table 4.1. Validity Test Results

Variable Statement Weights VIF

CS 1 0.814 1,245
Customer
CS 2 0.574 1,036
Service
CS 3 0.511 1,260

SP 1 0.473 1,573

Security/Privacy SP 2 0.440 1,048

SP 3 0.445 1,628

OESQ 1 0.479 1,875

Overall E-
OESQ 2 0.482 1,098
Service Quality
OESQ 3 0.417 1,801

CSA 1 0.542 1,649

Customer
CSA 2 0.506 1,024
Satisfaction
CSA 3 0.327 1,642
Multiple Linear Regression Results

Table 4.2 Multiple Linear Regression Result

ORIGINAL SAMPLE STANDARD T P VALUES
SAMPLE (O) MEAN (M) DEVIATION STATISTICS
(STDEV) (|O/STDEV|)

X1 -> Z 0.152 0.160 0.106 2,429 0.035

X2 -> Z 0.531 0.514 0.095 5,569 0,000
Z -> Y 0.341 0.331 0.150 2,274 0.025

Based on the table above, it can be stated that the hypothesis is accepted if the Sig (P.Values) <0.05
and the T-statistic is >1.96. These results reflect the pah coefficients which are the results of direct testing
(direct effect) so that it can be concluded as follows:
 X1 has a positive effect on Z with a t statistic of 2.429 (p < 0.05)
 X2 has a positive effect on Z with a t statistic of 5.569 (p < 0.05)
 Z has a positive effect on Y with a t statistic of 2.274 (p < 0.05)

So, all of them are said to be interconnected and have a positive influence on one another.

Discussion

The Influence of Customer Service on Overall E-Service Quality

The first hypothesis in this research is "Customer service has a positive effect on overall e-service
quality". From the results of statistical testing the data shows that customer service has a positive and
significant effect on overall e-service quality.
These results also strengthen the opinion of the Empty theory & Beatty, 2008 that when customers are
involved online purchases, they are usually asked to provide personal information, including their personal
information Name, address, contact number, And credit card details. Customer consistently raise concerns
about websites' ability to protect their information potency cheating activity follow A transaction. As a result,
That evaluation from website security and privacy play an important role in evaluating the quality of online
services shop.
With the dominant variable results, namely product price according to quality. From respondents, the
price of the product is very important if it is given very good quality.
So it can be concluded that the first hypothesis is accepted, namely that the customer service variable
has a positive effect on overall e-service quality.

The Influence of Security/Privacy on Overall E-Service Quality

The second hypothesis in this research is "Security/privacy has a positive effect on overall e-service
quality. From the results of statistical testing the data shows that security/privacy has a positive and significant
effect on overall e-service quality.
These results also strengthen the theoretical opinion of Liao & Keng (2013), post-payment dissonance
between customers occurs more frequently in the world of online shopping as compared to offline shopping.
This is mainly due to the fact that customers need the opportunity to physically examine the product before
making a purchase.
With the results of testing the validity of the dominant variable, namely online shopping, which is
used to maintain data privacy and security. According to respondents, data security and privacy are very
important for service quality and customer comfort.
So it can be concluded that the second hypothesis is accepted, where the security/privacy variable has
a positive effect on overall e-service quality.
The Influence of Overall E-Service Quality on Customer Satisfaction
The third hypothesis in this research is "Overall e-service has a positive effect on customer
satisfaction". From the results of statistical testing the data shows that overall e-service has a positive and
significant effect on customer satisfaction.
These results also strengthen the theoretical opinion of Brady & Robertson, (2001) which states that
achieving a higher level customer satisfaction hinge on convey superior serve quality, often generated in the
positive behavioral intentions.
With the dominant validity testing results, namely using the same online shop in the future as a place
to shop. Of the respondents who had customer satisfaction, they were truly satisfied when using the same
online shop to shop.
So it can be concluded that the third hypothesis is accepted, namely that the overall e-service variable
has a positive effect on customer satisfaction.
5. Conclusion

Based on the results of research conducted on the two methods for dealing with valid and influential
statements, namely using SmartPLS, it can be concluded that: (1) the customer service variable (X1) is
declared valid for each statement and has an effect on the overall e-service quality variable (Z); (2) the
security/privacy variable (X2) is declared valid in each statement and has an effect on the overall e-service
quality variable (Z); (3) the overall e-service variable (Z) is declared valid in each statement and has a positive
effect on the customer satisfaction variable (Y). So that all variables are interconnected from one to another.

- Hasil Perhitungan Smart PLS