JRSSEM 2022, Vol. 01, No. 6, 669 – 679
E-ISSN: 2807 - 6311, P-ISSN: 2807 - 6494
DOI : 10.36418/jrssem.v1i6.75
THE EFFECT OF E-SERVICE QUALITY AND CUSTOMER
SATISFACTION ON REPURCHASE INTENTION THROUGH
ONLINE CONSUMER REVIEW AS INTERVENING
VARIABLES IN THE MARKETPLACE SHOPEE
Mahyunnisa yunus
1*
Amrin Fauzi
2
Endang Sulistya Rini
3
1,2,3
Masters Program in Management Science, Faculty of Economics and Business,
University of North Sumatra, Indonesia
e-mail: mahyunnisa95@gmail.com
*Correspondence: mahyunnisa95@gmail.com
Submitted: 29 December 2021, Revised: 10 January 2022, Accepted: 14 January 2022
Abstract. The purpose of this study was to determine the effect of e-service quality and customer
satisfaction on repurchase intention through online consumer reviews tool as an intervening
variable on the marketplace Shopee. The population in this study were women aged 20-35 years
and had purchased and used the marketplace Shopee at least 2 times in Medan City with a total
sample of 190 respondents. The sampling technique in this study was the sample taken with a non-
probability sampling design. The type of non-probability sampling used was accidental sampling.
The results show that E-service quality has a positive and significant effect on online consumer
reviews on the marketplace Shopee. Customer satisfaction has a positive and significant effect on
online consumer reviews on the marketplace Shopee. E-service quality has a positive and
insignificant effect on repurchase intention in the marketplace Shopee. Customer satisfaction has
a positive and significant effect on repurchase intention in the marketplace Shopee. Online
consumer reviews have a positive and significant effect on repurchase intention in the marketplace
Shopee. E-service quality has a positive and significant effect on repurchase intention through
online consumer reviews as an intervening variable in the marketplace Shopee. Customer
satisfaction has a positive and insignificant effect on repurchase intention through online consumer
reviews as an intervening variable in the marketplace Shopee.
Keywords: e-service quality; customer satisfaction; repurchase intention; online consumer review;
marketplace Shopee.
Mahyunnisa yunus, Amrin Fauzi, Endang Sulistya Rini | 670
DOI : 10.36418/jrssem.v1i6.75
INTRODUCTION
The development of technology and
information in the form of media online is
currently growing rapidly. This can be seen
by the increasing number of internet users
in Indonesia ranging from children,
teenagers, students, and parents (adults)
(Schrum & Levin, 2013). Everything can be
obtained from media online, including
information that supports activities in the
world of commerce which is often also
called e-marketplace.
The trend has become a new
phenomenon in the shopping paradigm in
Indonesian society today (Sari, Utama, &
Zairina, 2021). People prefer shopping
online to visiting the store directly to buy
the goods they want. Moreover,
communicating products and services
through online shops is now mostly done
by marketers. The trend of shopping online
gives rise to many marketplaces emerging
in Indonesia (Teofilus, Sutrisno,
Hongdiyanto, & Wananda, 2020), including
Shopee, Lazada, Tokopedia, Bukalapak,
Blibli, Zalora, JD ID and so on. One of the
marketplaces that is quite popular today in
Indonesia is Shopee. Shopee is a
marketplace that sells goods through an
application that must be connected to the
internet.
Figure 1. Top 10 E-commerce in Indonesia
2020
In Figure 1 it can be seen that Shopee is
at the top of the marketplace that is in
demand with the highest number of people
using and downloading reaching 71.53
million. However, this is different from the
results of the Top 10 e-commerce in
Indonesia which are the most popular
according to data from (Maulana &
Susandy, 2019) where Shopee was not at
the top of the list like the results of the
previous year's survey, but is in second
place under the marketplace, competitors
namely Tokopedia.
According to (Abinowi, 2020) the
number of Shopee visitors was recorded at
127. 4 million in the first quarter of 2021,
the number decreased by 1.47 percent
compared to the previous quarter which
was 129.3 million visits. This phenomenon
occurs due number to the decreasing of
Shopee application visitors (Pearce, 2012),
because the quality of electronic services
provided by Shopee has not met the needs
and expectations of consumers such as
users who have difficulty accessing the
Shopee application, the products provided
do not match the photos displayed, and
submitting complaints and waiting for the
replay chat from the seller are too long.
Retaining customers is not easy. There
needs to be efforts and steps in carrying
out business activities in order to have
repurchase intention for the product.
Repurchase intention is the result of
consumer attitudes or behavior towards
the performance of the services they
consume (Hume, Mort, & Winzar, 2007).
Repurchase interest is the consumer's
desire to buy or come back to the same
provider.
One of the factors that influence
repurchase intention is service quality (e-
service quality). If consumers are satisfied
with the services provided, there will be
671 | the Effect of E-Service Quality and Customer Satisfaction on Repurchase Intention
Through Online Consumer Review as Intervening Variables in the Marketplace Shopee
opportunities to come to buy services or
products again in the future. This indicates
that having good service quality will create
good customer satisfaction and customer
satisfaction can be the biggest key to the
company's sales level.
Another factor that can affect
repurchase intention is the level of
satisfaction (Wen, Prybutok, & Xu, 2011).
Satisfaction High Reflects high product
repurchase interest as well. The decision to
repurchase arises after consumers try it.
The intention to repurchase the product is
taken when consumers have a perception
that the product they choose is of good
quality and can meet or even exceed the
desires and expectations of consumers
(Kim, Galliers, Shin, Ryoo, & Kim, 2012). In
other words, these products have high
value and quality in the eyes of consumers.
In taking advantage of this phenomenon,
every company must be able to understand
consumer behavior in its target market.
The next factor that can influence
repurchase intention is online consumer
review. Online consumer reviews are
important for consumers when consumers
cannot judge a product personally,
consumers can rely on online consumer
reviews. Online consumer reviews are
reviews given by consumers related to
information from evaluating a product
about various aspects, with this information
consumers can get the quality of the
product they are looking for from reviews
and experiences written by consumers who
have purchased products from sellers
online (Ambarwati & Pradana, 2021).
Shopee has made efforts to improve
service quality by using an integrated and
recorded online system. However, it turns
out that not a few consumers complain
about e-service quality Shopee when
submitting a complaint, such as when a
buyer has to wait for a reply from the seller.
The thing that consumers often complain
about is how slow and indecisive customer
service is in serving complaints, so many
users feel disadvantaged.
Based on the description above, the
present study was made with the title "The
Effect of Online Consumer Review and E-
Service Quality to Repurchase Intention
through Customer Satisfaction as variable
and intervening in the Marketplace Shopee.
METHODS
This research used a quantitative
approach. The population in this study
were women aged 20-35 years and had
bought and used the marketplace Shopee
at least two times in Medan. The sampling
technique in this study was the sample
taken with a non-probability sampling
design. The type of non-probability
sampling used was accidental sampling.
The number of samples in this study were
190 respondents. To test the hypothesis in
this study, the researchers used the method
Structural Equation Modeling (SEM).
Mahyunnisa yunus, Amrin Fauzi, Endang Sulistya Rini | 672
RESULTS AND DISCUSSION
Table 1. Validity Test Results
Variables
Questions
R
count
R
table
Description
E-Service
Quality
(X1)
Question 1
0.846
0.361
Valid
Question 2
0.859
0.361
Valid
Question 3
0.893
0.361
Valid
Question 4
0.836
0.361
Valid
Question 5
0.951
0.361
Valid
Question 6
0.897
0.361
Invalid
Question 7
0,893
0,361
Valid
Customer
Satisfaction
(X2)
Question 1
0.856
0.361
Valid
Question 2
0,885
0,361
Valid
Question 3
0,806
0,361
Valid
Question 4
0.839
0.361
Valid
Question 5
0.926
0.361
Valid
Question 6
0.914
0.361
Valid
Online
Consumer
Review
(Z)
Question 1
0.832
0.361
Valid
Question 2
0.858
0.361
Invalid
Question 3
0.888
0.361
Invalid
Repurchase
Intention
(Y)
Question 1
0.768
0.361
Valid
Question 2
0.851
0.361
Invalid
Question 3
0.837
0.361
Invalid
Source: Primary Data (processed), 2021.
Based on variables of e-service quality
(X1), customer satisfaction (X2), online
consumer review (Z), and repurchase
intention (Y) will be valid because it has
been proven that R
count
> R
table.
Table 2. Reliability Test Results
Variable
Reliability
Coefficient
Cronbach's
Alpha
Description
E-Service Quality (X1)
7 Questions
0.949
Reliable
Customer Satisfaction (X2)
6 Questions
0.933
Reliable
Online Consumer Review (Z)
3 Questions
0.822
Reliable
Repurchase Intention (Y)
3 Questions
0.754
Reliable
Source: Primary Data (processed), 2021.
Based on the table above, the
questionnaire on the variables of e-service
quality (X1), customer satisfaction (X2),
online consumer review (Z), and repurchase
intention (Y) is reliable because it has been
673 | the Effect of E-Service Quality and Customer Satisfaction on Repurchase Intention
Through Online Consumer Review as Intervening Variables in the Marketplace Shopee
proven that Cronbach's alpha > 0.6.
Table 3. Characteristics of Respondents Based on Age
Age
Total (People)
Percentage
20-25 Years
83
43.68%
26-30 Years
60
31.58%
31-35 Years
47
24.74%
Total
190
100%
Source: Data Processed (October, 2021)
People in Medan who used and made
purchases online at Shopee in this study
were respondents aged 20-25 years as
many as 83 people (43.68%), aged 26-30
years as many as 60 people (31.58%) and
31-35 years as many as 47 people (24.74%).
It can be concluded that in this study the
majority of those who shopped online were
aged 20-25 years.
Table 4. Characteristics of Respondents Based on Number of Online Purchases
Number of Purchases
Total (People)
Percentage
2-5 Purchases
26
13.68%
6-10 Purchases
69
36.32%
> 10 Purchases
95
50.00%
Total
190
100%
Source: Processed Data (October, 2021)
People in Medan who used and made
purchases online at Shopee in research
based on the number of purchases were 26
people (13.68%) who made purchases
about 2-5 times, 69 people (36.32%) who
made purchases about 6-10 times, and
purchases above 10 times as many as 95
people (50%). It can be concluded that in
this study the majority of those who made
purchases at Shopee were more than 10
times purchasing.
Table 5. Convergent Validity
Variable
Indicator
Outer
Loading
Description
E-Service
Quality
(X1)
ES1
0.798
Valid
ES2
0.830
Valid
ES3
0.785
Valid
ES4
0.796
Valid
ES5
0.881
Valid
ES6
0.805
Valid
ES7
0.789
Valid
Mahyunnisa yunus, Amrin Fauzi, Endang Sulistya Rini | 674
Customer
Satisfaction
(X2)
CS1
0.818
Valid
CS2
0.786
Valid
CS3
0.762
valid
CS4
0.850
invalid
CS5
0.867
valid
CS6
0.835
invalid
Online
Consumer
Review
(Z)
OCR1
0.816
valid
OCR2
0.768
invalid
OCR3
0.853
valid
Repurchase
Intention
(Y)
RIN1
0.805
valid
RIN2
0.738
invalid
RIN3
0.854
valid
Source: Primary Data (processed), 2021
The results of Smart PLS data processing
are shown in Table 4.7, that the indicators
for each variable in this study have a value
loading factor greater than 0.70 and can be
said to be valid.
Table 6. Discriminant Validity
E-Service
Quality
Customer
satisfaction
Online Consumer
Review
Repurchase
Intention
ES1
0.798
0.755
0.661
0.646
ES2
0.830
0.753
0.643
0.682
ES3
0.785
0.718
0.664
0.606
ES4
0.796
0.744
0.656
0.612
ES5
0.881
0.803
0.757
0.673
ES6
0.850
0.702
0.669
0.632
ES7
0.789
0.669
0.660
0.585
CS1
0.734
0.818
0.643
0.668
CS2
0.786 0.596
0.649
0.707
CS3
0.647
0.762
0.554
0.632
CS4
0.790
0.850
0.648
0.694
CS5
0.796
0.867
0.746
0.744
CS6
0.664
0.835
0.695
0.770
OCR1
0.681
0.710
0.816
0.617
OCR2
0.565
0.576
0.768
0.534
OCR3
0.853
0.686
0.732
0.665
RIN1
0.607
0.658
0.630
0.805
RIN2
0.536
0.566
0.506
0.738
675 | the Effect of E-Service Quality and Customer Satisfaction on Repurchase Intention
Through Online Consumer Review as Intervening Variables in the Marketplace Shopee
RIN3
0.716
0.741
0.651
0.854
Source: Primary Data (processed), 2021)
Based on Table 6, the results cross loading
show that the correlation value of the
construct with its indicators is greater than
the correlation value with other constructs.
Thus, all constructs or latent variables
already have good discriminant validity,
where the indicators in the construct
indicator block are better than indicators in
other blocks.
Significance Test (T Statistics)
To Know whether a hypothesis can be
accepted or rejected can be done by paying
attention to the significance value between
constructs, t-statistics, and p-values. In this
way, the estimation of measurement
measurements and standard errors are no
longer calculated with statistical
assumptions, but are based on empirical
observations. These values can be seen
from the results of bootstrapping. The
hypothesis is accepted if the significance
value of t-values is greater than 1.96 and or
the p-values are less than 0.05, then Ha is
accepted and Ho is rejected and vice versa.
Image Results Research Model
Table 7. Value Path Coefficients
Original
Sample
Sample
Mean
Standard
Deviation
T Statistic
P Values
X
1
→ Z
0.5685.845
0.099
0.578
0.000
X
2
→ Z
0.284 0.098
0.277
0.005
Mahyunnisa yunus, Amrin Fauzi, Endang Sulistya Rini | 676
2.822
X
1
→ Y
0.056
0.071
0.106
0.529
0.597
X
2
→ Y
0.588
0.568
0.108
5.457
0.000
Z → Y
0.232
0.235
0.086
2.697
0.007
Source: Primary Data (processed), 2021.
Based on the above table it can be seen
that:
1. Variables e-service quality (X
1
)
positive
and significant impact on the online
consumer review (Z) with t-statistic
value is 5.845 > 1.96 and significant
value is 0.000 < 0.05. This means that if
the variable e-service quality (X
1
)
increased 1 unit, the online consumer
review (Z) will be increased by 0.578.
2. Variable customer satisfaction (X
2
)
positive and significant impact on the
online consumer review (Z) with a value
of t-statistic of 2.882> 1.96 and
significant value 0.005 <0.05. This
means that if a variable customer
satisfaction (X
2
) increased 1 unit, the
online consumer review (Z) will be
increased by 0.277.
3. Variables E-service quality (X
1
) and no
significant positive effect on repurchase
intention (Y) with a value of t-statistic of
0.529 <1.96 and significant value
0.597> 0.05. This means that if the
variable e-service quality (X
1
) increased
1 unit, then repurchase intention (Y) will
not be increased by 0.056.
4. Variable customer satisfaction (x
2)
and a
significant positive effect on repurchase
intention (Y) with a value of t-statistic of
5.457> 1.96 and significant value 0.000
<0.05. This means that if a variable
customer satisfaction (X
2)
increased 1
unit, then repurchase intention (Y) will
increase by 0.588.
5. The Variable online consumer review (Z)
has a positive and significant effect on
repurchase intention (Y) with a t-
statistic value of 2.697 > 1.96 and a
significant value of 0.007 < 0.05. This
means that if the variable online
consumer review (Z) is increased by 1
unit, then repurchase intention (Y) will
increase by 0.232.
Testing Intervening Variables with
Specific Indirect Effects
To find out how online consumer
reviews as an intervening variable can be
seen in Table 4.15 below:
Table 8. Indirect Specific Effect Values
Original
Sample
Sample
Mean
Standard
Deviation
T Statistic
P Values
X
1
→ Z→ Y
0.134
0.134
0.055
2,430
0.015
X
2
→ Z→ Y
0.064
0.067
0.034
1.873
0.062
Source: Primary Data (processed), 2021.
Based on the table above, it can be seen
that:
1. Variable e-service quality (X
1
) had a
positive and significant effect on
repurchase intention (Y) through online
677 | the Effect of E-Service Quality and Customer Satisfaction on Repurchase Intention
Through Online Consumer Review as Intervening Variables in the Marketplace Shopee
consumer reviews (Z) as the intervening
variable with a t-statistic value of 2,430
> 1.96 and a significant value of 0.015
< 0.05. This means that there was a
direct influence.
2. Variable customer satisfaction (x
2
)
and a
significant positive effect on repurchase
intention (Y) through the online
consumer review (Z) as an intervening
variable with a value of t-statistic of
1.873 <1.96 and significant value
0.062> 0.05. This means that there was
no direct influence.
Effect of E-Service Quality Of Online
Consumer Review
Hypothesis in this study stated that
variable e-service quality positive and
significant effect on the variable of online
consumer reviews. After the estimation in
this study, it can be proven that the
coefficient value was 0.578 with a
significance value of 0.000 (0.000 <0.05). So
that the results of this hypothesis test
indicate that the hypothesis was accepted.
That is, the variable e-service quality
showed a positive and significant influence
on the variable online consumer review.
Influence Customer Satisfaction of
Online Consumer Review
The hypothesis in this study stated that
the variable customer satisfaction and
significant positive effect on the variable of
online consumer reviews. After the
estimation in this study, it can be proven
that the coefficient value was 0.277 with a
significance value of 0.005 (0.005 <0.05). So
that the results of this hypothesis test
indicate that the hypothesis was accepted.
That is, the variable customer satisfaction
showed a positive and significant influence
on the variable online consumer review.
Effect of E-Service Quality to Repurchase
Intention
Hypothesis in this study stated that
variable e-service quality positive and
significant effect on the variable repurchase
intention. After the estimation in this study,
it can be proven that the coefficient value
was 0.056 with a significance value of 0.597
(0.597 > 0.05). So that the results of this
hypothesis test indicate that the hypothesis
was rejected. That is, the variable e-service
quality showed a positive and insignificant
effect on the variable repurchase intention.
Influence Customer Satisfaction of
Repurchase Intention
The hypothesis in this study stated
variable customer satisfaction and
significant positive effect on variables. After
the estimation in this study, it can be
proven that the coefficient value was 0.588
with a significance value of 0.000 (0.000
<0.05). So that the results of this hypothesis
test indicate that the hypothesis was
accepted. That is, the variable customer
satisfaction showed a positive and
significant effect on the variable repurchase
intention.
Effect of Online Consumer Review of
Repurchase Intention
Hypothesis in this study stated that
variables online consumer reviews and
significant positive effect on variables. After
the estimation in this study, it can be
proven that the coefficient value was 0.232
Mahyunnisa yunus, Amrin Fauzi, Endang Sulistya Rini | 678
with a significance value of 0.007 (0.007
<0.05). So that the results of this hypothesis
test indicate that the hypothesis was
accepted. That is, the variable online
consumer review showed a positive and
significant effect on the variable repurchase
intention.
Effect of E-Service Quality to Repurchase
Intention Through Online Consumer
Review
The hypothesis in this study started that
the variable e-service quality has a positive
and significant effect on the variable
repurchase intention through online
consumer reviews. After the estimation in
this study, it can be proven that the
coefficient value was 0.134 with a
significance value of 0.015 (0.015 <0.05). So
that the results of this hypothesis test
indicate that the hypothesis was accepted.
That is, the variable e-service quality
showed a positive and significant influence
on the variable repurchase intention
through online consumer reviews.
Effect of Customer Satisfaction Toward
Repurchase Intention Through Online
Consumer Review
The hypothesis in this study states that
the variable customer satisfaction has a
positive and significant effect on the
variable repurchase intention through
online consumer reviews. After the
estimation in this study, it can be proven
that the coefficient value was 0.064 with a
significance value of 0.062 (0.062 > 0.05).
So that the results of this hypothesis test
indicate that the hypothesis was accepted.
That is, the variable customer satisfaction
showed a positive and insignificant effect
on the variable repurchase intention
through online consumer reviews.
CONCLUSIONS
The results of this study aim to analyze
the effect of e-service quality and customer
satisfaction on repurchase intention
through online consumer reviews as
intervening variables. Based on the results
of research and discussion, it can be
concluded as follows:
1. E-service quality has a positive and
significant effect on online consumer
reviews on the marketplace Shopee.
2. Customer satisfaction has a positive
and significant effect on online
consumer reviews on the marketplace
Shopee.
3. E-service quality has a positive and
insignificant effect on repurchase
intention in the marketplace Shopee.
4. Customer satisfaction has a positive
and significant effect on repurchase
intention in the marketplace Shopee.
5. Online consumer reviews have a
positive and significant effect on
repurchase intention in the
marketplace Shopee.
6. E-service quality has a positive and
significant effect on repurchase
intention through online consumer
reviews as an intervening variable in
the marketplace Shopee.
7. Customer satisfaction has a positive
and insignificant effect on repurchase
intention through online consumer
reviews as an intervening variable in
the marketplace Shopee.
679 | the Effect of E-Service Quality and Customer Satisfaction on Repurchase Intention
Through Online Consumer Review as Intervening Variables in the Marketplace Shopee
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for possible open access publication
under the terms and conditions of the Creative
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(https://creativecommons.org/licenses/by-sa/4.0/).
