THE IMPACT OF E-SERVICE QUALITY TOWARDS

REPURCHASING INTENTION: MEDIATED BY CUSTOMER

PERCEIVED VALUE AND SATISFACTION

By

Tifani Meliantika

015201400086

A Skripsi presented to the

Faculty of Business President University

In partial requirements for

Bachelor Degree in Business Administration

January 2018
 PANEL OF EXAMINERS

APPROVAL SHEET

The Panel of Examiners declare that the skripsi entitled “The Impact of E-Service

Quality Towards Repurchasing Intention: Mediated by Customer Perceived Value and

Satisfaction” that was submitted by Tifani Meliantika majoring in Business

Administration from the Faculty of Business was assessed and approved to have pass

the Oral Examinations on January 2018

A.B.M. Witono, M.S.B.A., Ph.D.

Chair – Panel of Examiners

Dr. Ir. Farida Komalasari, M.Si.

Examiner I

Suresh Kumar, ST, M.Si.

Examiner II
 CONSENT FOR INTELLECTUAL PROPERTY RIGHT

Title of The Impact of E-Service Quality Towards Repurchasing Intention:

Skripsi : Mediated by Customer Perceived Value and Satisfaction

1. The Author hereby assigns to President University the copyright to the

Contribution named above whereby the University shall have the exlusive right

to publish the Contribution and translations of it wholly or in part throughout

the world during the full term of copyright including renewals and extensions

and all subsidiary rights.

2. The Author retains the right to re-publish the preprint version of the

Contribution without charge and subject only to notifying the University of the

intent to do so and to ensuring that the publication by the University is properly

credited and that the relevant copyright notice is repeated verbatim.

3. The Author retains moral and all proprietary rights other than copyright, such

as patent and trademark rights to any process or procedure decribed in the

Contribution.

4. The Author guarantees that the Contribution is original, has not been published

previously, is not under consideration for publication elsewhere and that any

necessary permission to quote or reproduce illustrations from another source

has been obtained (a copy of any such permission should be sent with this

form).
5. The Author guarantees that the Contribution containts no violation of any

existing copyright or other third-party right or material of an obscene, indecent,

libellous or otherwise unlawful nature and will indemnify the University

against all claims arising from any breach of this warranty.

6. The Author declares that any named person as co-author of the Contribution is

aware of this agreement and has also agreed to the above warranties.

Name : Tifani Meliantika

Date : January 10th, 2018

Signature :
 ACKNOWLEDGEMENT

First of all, I would like to express my gratitude to Almighty Allah for all His endless

blessing that given to me so that I could finish and accomplish this skripsi. I also realize

that I could not finish my final task without any help from other people. Therefore, I

want to acknowledge the following people for their contribution in the process of

writing this skripsi.

1. To my parents, Efri Meldi SE. MM and Titin Komariah. Thank you for all of

the endless support, advice, and blessing that you given to me so that I can

strive through every problem faced while finishing this skripsi. Thank you for

all of tears and sacrifice that you given to me until this time. Thank you for

being my parents who always beside me even though I always make a mistakes.

Keep healthy, kindly, humble and being stronger in everytime. I will trying my

best to become a successful person and makes you proud of me in the future.

2. To all of my siblings, Alfiyyah Nur Azizah, Ghina Ulhaq, and Akmal Ihsan

Nur Yassin. Thank you for all support and willingness to listen my trouble

during finishing this skripsi. All of you can help me to be more excited and

have strength to finished my skripsi. Keep healthy, be more diligent in your

study, have a good attitude and always trying to achieve all of your dreams.

3. I would like to thank my thesis advisor Mr. Suresh Kumar, ST, M.Si. lecturer

of Faculty of Business at President University. The help was always given

whenever I needed or had a question about my research and writing.

4. To all lecturers in President University, thank you for all knowledge, skills, and

experience that given to me. I would like to thank Ms. Lina as the Secretary of

Business Administration study program for all help and assist that given for

these past 3 years.

5. To all my friend. Thank you for all memories and help for these several years

and thank you for everyone who helps me in accomplishing my final task, those

who help me in filling and spreading my questionaire.

Cikarang, Indonesia, 10 January 2018

Tifani Meliantika
PLAGIARISM DOCUMENT
 TABLE OF CONTENTS

TABLE OF CONTENTS ............................................................................................... i

ABSTRACT ................................................................................................................ vii

CHAPTER I INTRODUCTION ................................................................................... 1

1.1 Background .................................................................................................... 1

1.2 Significance of the Study ............................................................................... 5

1.3 Limitation ....................................................................................................... 6

1.4 Organization of the Skripsi ............................................................................ 6

CHAPTER II LITERATURE REVIEW ....................................................................... 7

2.1 Repurchase Intention ...................................................................................... 7

2.1.1 Definition of Repurchase Intention .................................................... 7

2.1.2 Construct Measurement of Repurchase Intention .............................. 8

2.2 E-Service Quality ........................................................................................... 8

2.2.1 Definition of E-Service Quality ......................................................... 8

2.2.2 Construct Measurement of E-Service Quality ................................... 9

2.3 Customer Perceived Value ........................................................................... 10

2.3.1 Definition of Customer Perceived Value ......................................... 10

2.3.2 Construct Measurement of Customer Perceived Value ................... 11

2.4 Customer Satisfaction .................................................................................. 11

i
 2.4.1 Definition of Customer Satisfaction ................................................ 11

2.4.2 Construct Measurement of Customer Satisfaction ........................... 12

2.5 The Relationship among Variables .............................................................. 13

2.5.1. The Relationship between E-Service Quality,

Customer Perceived Value, and Customer Satisfaction................... 13

2.5.2. The Relationship between Customer Satisfaction and

Repurchasing Intention .................................................................... 15

2.6 Research Gap .............................................................................................. 16

CHAPTER III METHODS ......................................................................................... 17

3.1. Theoretical Framework ................................................................................ 17

3.2. Hypothesis .................................................................................................... 17

3.3. Operational Definitions of Variables ........................................................... 18

3.4. Instrument .................................................................................................... 18

3.5. Sampling ...................................................................................................... 19

3.6. Data Collection Methods.............................................................................. 20

3.7. Data Analysis Method .................................................................................. 20

CHAPTER IV RESULTS AND DISCUSSIONS ...................................................... 22

4.1. Validity and Reliability Test ........................................................................ 22

4.2. Respondents’ Profiles .................................................................................. 23

4.3. Descriptive Analysis .................................................................................... 25

4.3.1. E-Service Quality ............................................................................. 25

ii
 4.3.2. Customer Perceived Value ............................................................... 28

4.3.3. Customer Satisfaction ...................................................................... 29

4.3.4. Repurchasing Intention .................................................................... 30

4.4. Inferential Analysis ...................................................................................... 30

4.5. Discussions................................................................................................... 33

CHAPTER V CONCLUSION .................................................................................... 36

5.1 Hypothesis Answer ...................................................................................... 36

5.2 Future Recommendation .............................................................................. 36

REFERENCES............................................................................................................ 38

APPENDICES ............................................................................................................ 44

TABLES AND FIGURES .......................................................................................... 74

iii
 LIST OF APPENDICES

Appendix 1 Online Questionnaire............................................................................... 44

Appendix 2 Data Tabulation ....................................................................................... 53

Appendix 4a KMO and Barlett’s Test ........................................................................ 67

Appendix 4b Communalities ...................................................................................... 67

Appendix 4c Total Variance Explained ...................................................................... 68

Appendix 4d Rotated Component Matrix ................................................................... 69

Appendix 4e Reliability Test of E-Service Quality .................................................... 69

Appendix 4f Reliability Test of Customer Perceived Value ....................................... 70

Appendix 4g Reliability Test of Customer Satisfaction ............................................. 70

Appendix 4h Reliability Test of Repurchasing Intention ........................................... 70

Appendix 4i Result of Model Fit SEM ....................................................................... 71

Appendix 4j Structural Equation Model ..................................................................... 71

Appendix 4k Squared Multiple Correlation ................................................................ 72

Appendix 4l Hypothesis Testing ................................................................................. 73

Appendix 4m Standardized Regression Weight ......................................................... 73

iv
 LIST OF FIGURES

Figure 1.1 Traffic Overview of Sociolla Website ....................................................... 74

Figure 3.1 Theoretical Framework .............................................................................. 75

v
 LIST OF TABLES

Table 3.1 Operational Definition of Variables ............................................................ 75

Table 4.1 Respondent’s Profile ................................................................................... 81

Table 4.2 E-Service Quality Data Summary ............................................................... 82

Table 4.3 Customer Perceived Value Data Summary ................................................. 85

Table 4.4 Customer Satisfaction Data Summary ........................................................ 86

Table 4.5 Repurchasing Intention ............................................................................... 87

vi
 ABSTRACT

Purpose

The purpose of this study is to investigate the impact of e-service quality towards

repurchasing intention which mediated by customer perceived value and satisfaction

based on the Sociolla’s customer around JABODETABEK area. Sociolla is an e-

commerce in Indonesia that selling and provided beauty product such as makeup, hair

care, skin care, fragrance, and beauty tools.

Design/Methodology/Approach

A questionnaire with the total of 45 items statement was distributed digitally to the

customer of “Sociolla” around JABODETABEK using purposive sampling method.

This study was collected about 271 respondents that met the criteria of respondent.

Before testing the hypotheses data were tested for its construct validity and reliability

through factor analysis. The Structural Equation Model (SEM) analysis is used to test

the research model in this study.

Findings

This study found that e-service quality has significant impact on customer perceived

value, e-service quality has significant impact on customer satisfaction, customer

perceived value has significant impact on customer satisfaction and customer

satisfaction has significant impact on repurchasing intention.

vii
Originality/Value

The Authors believe that this study is a different from the previous research that also

explore about e-service quality. This study is investigating about the relationship

between e-service quality and repurchasing intention which mediated by customer

perceived value and satisfaction. This study help online business industry to understand

about the important of e-service quality and the online customer perception in

JABODETABEK area. Also, this study can help online business to provide the best

service to the customer in order to gain the intention of customer in repurchasing.

Keywords : E-Service Quality, Customer Perceived Value, Customer Satisfaction.

Repurchasing Intention, E-Commerce

viii
 CHAPTER I

INTRODUCTION

1.1 Background

The development of information technology has a great impact on human’s life

nowadays and has an impact on the growth of internet user’s phenomenon

(Mohamed, Hussein, Zamzuri, & Haghshenas, 2014). Accessing the internet,

makes people enjoy the digital lifestyle such as people connectivity, entertainment,

information, knowledge in the large range (Muhammad, Sujak, & Rahman, 2016).

Thus, internet plays an important part in human life and make the human activity

easier (Ozkisi & Topaloglu, 2016).

Technology advancement is not only has an impact on human life but also has an

impact on business operation. Nowadays, online shopping has become popular and

significantly continue to increase. According to Internet World Stats in 2014, the

number of people who use the Internet is more than 2.41 billion up to 2012. It shows

about 34.3 percent of the total population of the world (Al-Debei, Akroush, &

Ashouri, 2015). In Indonesia, online shopping also continues to develop. Based on

Indonesian Internet Service Provider Association (APJII) data, internet user’s in

Indonesia currently is around 132.7 million or approximately 51.8 percent of the

total Indonesian population which around 256.2 million people (Luthfi, 2016) and

1
48 percent of them or around 63.7 million people are used the internet to find

products or services (Rara, 2017).

Using E-commerce, customers able to purchase product or service at any time and

anywhere so that allows customers to save money, effort, and time (Al-Debei et al.,

2015). On the other hand, lack of physical environment and long distance between

buyers and consumers create distrust, risk avoidance, and they hesitate to purchase

online (Kandulapati & Shekhar Bellamkonda, 2014). Female customer are more

dominate in e-commerce business (Smith, 2015). According to the research from

Tokopedia marketplace in periode January to March 2014, there were 5.3 million

items sold at Tokopedia.com and around 66.28 percent of the product was

purchased by female customers (Panji, 2014). The category of product that widely

purchased through online are fashion product, beauty product, healthy product,

baby equipment, and gadgets (Lukman, 2014).

The cosmetics industry has been expanding and growing around the world in both

developed and developing countries. Indonesia and Vietnam have the fastest-

growing market in Asian beauty industry since the two countries significantly

outperformed another country that was ahead before in this market industry such

as Korea and China based on the research from Euromonitor International (Market

of the Future: ASEAN in 2020) (Inside retail Asia, 2016). Nowadays, cosmetics

becomes a woman lifestyle, they constantly being reminded of what is considered

beautiful, and they always need a fully loaded make-up poach in their bag (Loh,

2017). Based on the data from Beauty Market Survey (BMS) which were obtained

2
through Nielsen and Euro Monitor, the value of Indonesia’s cosmetics industry was

estimated at IDR 36 trillion or approximately USD $2.7 billion in 2016 which up

around 12 percent from the value in the previous year (Indonesia Investment, 2017).

It shows that cosmetics industry have a huge potential and great opportunity in

Indonesian market.

This study is used Sociolla as an object study. Sociolla is the one of e-commerce in

Indonesia that selling and providing beauty product such as makeup, hair care, skin

care, fragrance, and beauty tools. In Indonesia, Sociolla compete with Sephora that

also running in a similar type of business and there hasn’t been a clear winner yet

in this category of e-commerce because based on the recent survey that conducted

by ecommerceIQ found that 57% of Indonesians online shoppers are starting to

search their product on another e-marketplace like Lazada and Tokopedia (Rara,

2017). Lazada leads e-commerce in Indonesia which have around 21.2 Million

visitors per month (Reza, 2017). Based on the traffic visitors of Sociolla, the main

website attracted only around 2.4 Million visitors per month periode March 2017

(Rara, 2017). Its shows about a huge differences between them which very far

behind.

In driving sales growth, internet retailers are constantly challenged to attract new

online customers to their sites (Mohamed et al., 2014) and retaining the existing

ones (Lin & Lekhawipat, 2014). To compete with another competitor, online

marketers should provide the best service quality that satisfied customers, create

customer value and build customer loyalty (Chinomona & Sandada, 2014). The

3
main factor to avoid the problem in e-commerce business is not only about the

website existence and competitive prices but also a high standard of e-service

quality (Zehir & Narcıkara, 2016). The quality of product (Tandon, Kiran, & Sah,

2017), quality of service (Zehir & Narcıkara, 2016), and quality of the sites (Yang,

Shi, Wang, & Yan, 2014) become the first attention of online consumers to the

online store.

Figure 1.1 Traffic Overview of Sociolla Website

According to the traffic overview of Sociolla website, the visitors is unstable and

decreasing in period August 2017 until January 2018 (Overview Website, 2018).

The unstable and the decreasing of the visitors to the website can be indicates to

the less revisit intention to the websites. Chen & Chen (2017) said that revisit

intention can be impact on the customer repurchasing intention.

Furthermore, system quality must support customer purchasing activity such as

providing a security system and accessibility that is believed to affect customer

perceived value and customer satisfaction which predicted to build customer

loyalty (Chinomona & Sandada, 2014). The high quality of service that provides

by e-commerce may impact to the customer satisfaction. In addition, online

satisfactory experience has an influence on the customer's repurchase intention or

customer loyalty (Lin & Lekhawipat, 2014). Therefore, customer repurchase

4
intention is determined by factors such as e-service quality, customer perceived

value, and customer satisfaction.

Thus, the research questions that relate to this paper are; does e-service quality has

an impact on consumer perceived value and customer satisfaction? does consumer

perceived value has an impact on customer satisfaction? and does customer

satisfaction has an impact on repurchasing intention?. Hence, the purpose of this

research is to investigate the influences of e-service quality, customer perceived

value, and customer satisfaction on customer repurchase intention.

1.2 Significance of the Study

This research paper has knowledge and information for another party that stated

in the following below:

1. For the researcher, this research is a study that acts as one of the requirements

for graduation and also acts as the additional knowledge in the last semester

before graduating.

2. For academic, this research is expected to provide better knowledge and

information about the relations between e-service quality, customer perceived

value, and customer satisfaction on customer repurchasing intention.

3. For business, this research is expected to provide knowledge and

recommendations that can be applied to the business for the growth in the

future, especially for online business.

4. For future research, this research enables to help the future researcher to get the

references for the research with the topics about the influences of e-service

5
 quality, customer perceived value, and customer satisfaction on customer

repurchasing intention especially in e-commerce business.

1.3 Limitation

This research would focus on the one of e-commerce in Indonesia that selling and

provided beauty product such as makeup, hair care, skin care, fragrance, and beauty

tools sold by “Sociolla”. This research focusing on the female customer of

“Sociolla” around JABODETABEK area.

1.4 Organization of the Skripsi

This research paper consist of five chapters and every chapter contains different

information about this study. The first chapter consists of a general background,

identify the problem, the objective of the study, the significance of the study,

limitation of the study and the organization of the study. Then, the second chapter

consists of literature review and relevant research that related to the problem in this

study. The next chapter which is the third chapter consist of methodology, tools,

and procedures that used for data collection and analysis in this study. The fourth

chapter that is the result and discussion chapter consist of the analysis of the data

and the final results presentation. The last chapter, the fifth chapter consist of a

summary of the researcher’s findings, implications for practice, and

recommendations for future research.

6
 CHAPTER II

LITERATURE REVIEW

This chapter discussing about definition and the relationship among the variable.

Furthermore, this chapter is also discussing about how to measure each variable based

on the existing empirical studies.

2.1 Repurchase Intention

2.1.1. Definition of Repurchase Intention

Repurchase intention is individual’s judgment about the willingness to buy the

product again in the future on the same store (Chen & Chen, 2017). Kitapci,

Akdogan, & Dortyol (2014) said that repurchase intention is the customer

desire to maintain the relationship with the firm and purchasing in the next time

from the same firm. Aren, Güzel, Kabadayı, & Alpkan (2013) said that

repurchase intention describes the level of customer intention to purchase from

the same store. According to Weng, Ting, Run, & Tan (2016), repurchase

intention is different from purchasing intention because repurchase intention is

about purchasing more than twice time on the same store. Repurchasing

intention is obtained based on the past experience that appropriates with the

customer expectation (Ariffin, Yusof, Putit, & Shah, 2016). Therefore,

7
 repurchasing intention is defined as the customer intention to repeat the

purchasing activity at the same store.

2.1.2. Construct Measurement of Repurchase Intention

The construct measurement of repurchase intention in this study is adopted

from Aren, Güzel, Kabadayı, & Alpkan (2013) who conducted research from

all sectors of online shop in Turkey which consists of five items. Those items

statement are: I consider this website as my first choice; I would like to visit

this website again in the future; Given the chance, I intend to use this website;

I will repurchase other products/services at this website; Given the chance, I

predict that I should use this website in the future.

2.2 E-Service Quality

2.2.1. Definition of E-Service Quality

According to Elsharnouby & Mahrous (2015), E-service is the services that

provide through the internet without any direct human activity. Kandulapati &

Shekhar Bellamkonda (2014) state that the quality of e-service is defined as

customer evaluation about services that provided by the online store. E-service

quality is also described as how extent an online store serve the effectiveness

and the efficiency of the website, online purchase, and delivery process

(Kemény, Simon, Nagy, & Szucs, 2016). Zehir & Narcıkara (2016) describe e-

service quality as the evaluation of service experience from a customer during

their purchasing activity through online shopping. Thus, e-service quality is the

8
customer assessment about how well the online store performance in providing

the service during shopping activities through the internet.

2.2.2. Construct Measurement of E-Service Quality

In 2005, Parasuraman developed the instrument of E-S-Qual and E-RecS-Qual

to measuring electronic service and electronic service recovery. The dimension

of E-S-Qual consist of efficiency, fulfillment, system availability, and privacy.

Responsiveness, compensation, and contact is the dimension of E-RecS-Qual

(Kandulapati & Shekhar Bellamkonda, 2014). Kemény, Simon, Nagy, & Szucs

(2016) adopts Parasuraman’s construct with seven dimensions of E-S-Qual and

E-RecS-Qual. They find that Parasuraman’s construct is valid and reliable on

their research from online bookstore customer in Hungarian. Then, this study

is adopted construct measurement from Kemény et al., (2016) that consists of

thirty items. Those items statement are: This site makes it easy to find what I

need; It makes it easy to get anywhere on the site; It enables me to complete a

transaction quickly; It loads its pages fast; This site is simple to use; This site

enables me to get on to it quickly; This site is well organized; This site is always

available for business; This site does not crash; Pages at this site do not freeze

after I enter my order information; It delivers orders when promised; This site

makes items available for delivery within a suitable time frame; It quickly

delivers what I order; It has in stock the items the company claims to have; It is

truthful about its offerings; It makes accurate promises about delivery of

products; It protects information about my Web-shopping behavior; It does not

9
 share my personal information with other sites; This site protects information

about my credit card; It provides me with convenient options for returning

items; This site handles product returns well; This site offers a meaningful

guarantee; It tells me what to do if my transaction is not processed; It takes care

of problems promptly; This site compensates me for problems it creates; It

compensates me when what I ordered doesn’t arrive on time; It picks up items

I want to return from my home or business; This site provides a telephone

number to reach the company; This site has customer service

representatives\available online; It offers the ability to speak to a live person if

there is a problem.

2.3 Customer Perceived Value

2.3.1. Definition of Customer Perceived Value

Customer perceived value is mostly described as the customer evaluation of the

utility of product or services based on their perception of what they received

and what they were given (Chinomona & Sandada, 2014; Khraim, Al-Jabaly,

& Khraim, 2014; Nikhashemi, Tarofder, Gaur, & Haque, 2016). Wen, Fang,

George, & Prybutok (2016) said that customer perceived value is the customer

assessment by comparing the quality of product or service that received and the

cost that they paying for that. Bai, Li, & Niu, (2016) describe customer

perceived value as the comparison between the product or service benefit for

the customer and the cost that customer sacrifice for that product or service.

Therefore, customer perceived value is defined as the evaluation of customer

10
 based on their response in comparing the product or service utility and the cost

that given to have that product or service.

2.3.2. Construct Measurement of Perceived Value

Bai et al. (2016) propose customer perceived value is measured by three

dimensions, they are functional value, service value, and social value in online

clothing brand industry. Zehir, Sehitoglu, Narcikara, & Zehir (2014) propose

two dimensions of customer perceived value on online retailers, they are

perceived benefits and perceived sacrifice. This study adopts construct

measurement from Wen, Fang, George, & Prybutok (2016) study who

conducted research on online retailers which consist of four items with two

dimensions of customer perceived value which perceived benefits and

perceived sacrifice. Those items statement are: The product offered by this

website is a good value for the money; The price that I pay for the product is

worthwhile; I would consider the product to be a good buy; The goods I

purchase from this site are worth every cent.

2.4 Customer Satisfaction

2.4.1 Definition of Customer Satisfaction

According to Sreeram, Kesharwani, & Desai (2017), customer satisfaction is

defined as the customer happiness with their purchasing experience. Customer

satisfaction is one of the important keys in the competitive environment of the

online marketplace because have an impact on maintaining the customers and

gaining the new customers (Tandon et al., 2017). Mohamed, Hussein, Ahmad

11
Zamzuri, & Haghhenas (2014) define customer satisfaction as the level of

customer pleasure to the shopping experience at the store. Customer satisfaction

is also defined by Chen & Chen (2017) as the customer attitude that resulting

from the comparison of the expectation and the performance experience that

perceived. Khraim, Al-Jabaly, & Khraim, (2014) said that customer satisfaction

is measured by customer behavior after purchasing such as positive word of

mouth, customer complains decreasing, and intention to repurchasing.

Therefore, customer satisfaction is defined as the customer enjoyment of the

experience that fulfills their expectation.

2.4.2 Construct Measurement of Customer Satisfaction

The construct measurement of customer satisfaction in this study is adopted

from Tandon, Kiran, & Sah (2017) who conducted research from all sector of

online shop in India which consists of six items for measuring the customer

satisfaction. Those items statement are: I am satisfied with product range

offered by online retailers; I am satisfied with the quality of products offered

online; I would continue to purchase products online; I recommend online

shopping websites to other people; Products purchased online have measured

up to my expectations; I am satisfied with the way online retailers carry out

transactions.

12
2.5 The Relationship among Variables

2.5.1. The Relationship between E-Service Quality, Customer Perceived

Value, and Customer Satisfaction

Zehir & Narcıkara (2016) conducted research for 645 customers of online

retailers in Turkey with randomly sampling technique and the data obtained

manually by face to face interview found that there is a significant relationship

between e-service quality and perceived value. In measuring e-service quality,

Zehir & Narcıkara (2016) using E-S-Qual dimension by Parasuraman which

efficiency, system availability, fulfillment, and privacy. The study result found

that four dimensions of e-service quality have a significant relationship with

perceived value.

Tandon et al. (2017) have conducted research on 365 of active online shoppers

in North India with convenience sampling technique and the data obtained

using manual and digital found that website functionality has a positive impact

on customer satisfaction.

Kitapci, Akdogan, & Dortyol (2014) conducted research from 369 patients of

the hospital in Turkey with convenience sampling technique and the data

collected manually by face to face interview found that empathy and assurance

as the dimension of service quality has a significant influence on satisfaction

but another dimension such as responsiveness, reliability and tangible have an

insignificant influence on satisfaction.

13
Gan & Wang (2017) conducted research from 277 of social commerce users in

China with snowball sampling techniques and the data was collected digitally

found that perceived benefit has a significant and positive effect on the

customer satisfaction.

Chinomona & Sandada (2014) who conducted research from 150 peoples who

have purchasing experience through the website in South African with

randomly sampling technique and using manual data gathering found that e-

service quality has a significant impact on perceived value, and perceived value

has a significant impact on customer satisfaction but e-service quality has an

insignificant impact on customer satisfaction.

Kandulapati & Shekhar Bellamkonda (2014) who conducted research from 160

peoples who have online shopping experience in India with randomly sampling

technique and the data obtained digitally through online survey found that e-

service quality has a significant effect on the customer perceived value and

customer perceived value has an impact on the customer satisfaction in turns

but e-service quality has an insignificant effect on the customer satisfaction.

Therefore, perceived value mediates the relationship between e-service quality

and customer satisfaction.

14
2.5.2. The Relationship between Customer Satisfaction and Repurchasing

Intention

Tarofder, Nikhashemi, Azam, Selvantharan, & Haque (2016) conducted

research from 322 customers of using internet broadband in Malaysia with

random sampling technique and the data collected digitally through email found

that customer satisfaction has a significant effect on the customer repurchasing

intention.

Based on O. Pappas, G. Pateli, N. Giannakos, & Chrissikopoulos (2014) that

conduct research from 393 online shoppers who have online shopping

experience in Greece with random sampling technique and the data was

collected digitally using email found that customer satisfaction has a significant

effect on the repurchasing intention for both types of customers who has high-

experienced and low-experienced of online shopping.

Curras-Perez, Ruiz, Sanchez-Garcia, & Sanz (2017) conducted research from

455 online customers of tourist accommodation in Spanish with quota sampling

technique and using manually data gathering found that customer satisfaction

has a significant impact on repurchasing intention.

Otherwise, Chen & Chen (2017) conducted research from 176 customers of

financial insurances industry in Taiwan that using systematic sampling

technique and manual data gathering found that customer satisfaction has an

insignificant effect on the repurchasing intention.

15
2.6 Research Gap

There are some researches that measure the same topic and variable with this study but

there is something different between this study and another study. The previous study

such as Chinomona & Sandada, (2014); Gan & Wang, (2017); Kandulapati & Shekhar

Bellamkonda, (2014); Zehir & Narcıkara, (2016) conducted research from the

customer of online retail store without specific product and measuring the relationship

between e-service quality, perceived value, and customer satisfaction in Turkey, India,

China, and African. However, this study is focused on the female customer of beauty

online retail market and investigating in Indonesia. Kandulapati & Shekhar

Bellamkonda (2014) have the same framework and variable with this study which is e-

service quality, perceived value, and customer satisfaction. Then, this study adds one

variable that has relation to the customer satisfaction which is repurchasing intention.

Due to some gaps between this study and the previous study, the author would like to

look further and do this research by applying the theories from the previous research.

16
 CHAPTER III

RESEARCH METHODS

The theoretical framework and hypothesis that the author uses is discussing in this

chapter. This chapter also explaining the operational definitions of variables in

detail information. In order to measure the hypothesis, the instrument, sampling,

and data collection method are discussing and explaining more in this chapter.

3.1. Theoretical Framework

Figure 3.1 Theoretical Framework

3.2. Hypothesis

In order to investigate the relationship between the variables, the hypothesis of this

study is in the following below:

H1: E-Service Quality Influences Customer Perceived Value

H2: E-Service Quality Influences Customer Satisfaction

H3: Customer Perceived Value Influences Customer Satisfaction

H4: Customer Satisfaction Influences Repurchasing Intention

17
3.3. Operational Definitions of Variables

Table 3.1 Operational Definitions of Variables

3.4. Instrument

In order to obtain the data which are valid and reliable, this study using the online

questionnaire as an instrument to collect all the data of the survey. The

questionnaire is easy to use in analyzing the data, especially for the quantitative

research where the data is in the formed of number (Rowley, 2014). The

questionnaire was measured by using a seven-point Likert scale that has ranged

from 1 “Strongly Disagree” to 7 “Strongly Agree”. Using the seven-point Likert

scale is provide more options for the respondent and have a probability to increase

the reality of the data result (Joshi, Kale, Chandel, & Pal, 2015). The total question

in the questionnaire is 52 questions that divided into three parts. The first part is

consist of 3 questions for ensuring that respondents are appropriate with the criteria

determined by this study. The second part is consist of 4 questions to find the

demographic information of the respondents. In the third part, the total of question

is 45 questions to measure all the variables which 30 questions for measuring e-

service quality, 4 questions for measuring customer perceived value, 6 questions

for measuring customer satisfaction, and 5 questions for measuring repurchasing

intention. The questionnaire was created in English and Indonesian to enable the

respondent to understand clearly and to get the best result from the survey.

18
3.5. Sampling

The population of this research is focused on all female who has experience of

purchasing a product from “Sociolla” in Jabodetabek area. Sociolla is an e-

commerce in Indonesia that selling and provided beauty product such as makeup,

hair care, skin care, fragrance, and beauty tools. This study is measured based on

the customer experience during purchasing activity through e-commerce. Etikan,

Musa, & Alkassim (2016) defined sample as a part of the total population. There

are two types of sampling techniques which probability sampling technique and

non-probability sampling technique. Probability sampling technique is a sampling

technique that each member of the population has the same opportunity to become

the participant in the research. Non-probability sampling technique is a sampling

technique where not all of the member in the population has the opportunity to

become the respondent since the probability of the subject research is unknown yet

(Acharya, Prakash, Saxena, & Nigam, 2013).

Based on the population of this study, where the number and character of the

respondent are unknown clearly. Then, this study using non-probability sampling

which is purposive sampling technique. The purposive sampling technique is a type

of non-probability sampling technique where the researcher chooses the criteria of

respondent based on their own criteria that appropriate with the research objective

(Acharya et al., 2013). The questionnaire is spread out from October until

December 2017 and has 271 respondents which are valid.

19
3.6. Data Collection Methods

The data of this study is collected digitally through an online survey which is

Google Form. The author distributed the survey through social media such as Line,

Instagram direct message and etc. Then, the author saved the data from the online

survey into excel document. In analyzing the data, the author using the statistical

software tool to measure the construct validity and reliability.

3.7. Data Analysis Method

In order to analyze all of the data research, the statistical software tool used in this

study. The software is used to measure the construct validity and reliability of the

data in order to compatible with this study concept. The validity test is measured to

evaluate whether the questionnaire result is representative the sample or not (Bai et

al., 2016). There are some criteria that commonly used to measure the construct

validity which is KMO ≥ 0.5; Barlett’s test (Sig ≤ 0.05); Communalities ≥ 0.5; Total

Variance Explained > 60%; and Rotated Component Matrix ≥ 0.4. Then, the

reliability test is measure based on the valid data. The reliability test is needed to

evaluate the stability and consistency of the questionnaire result (Bai et al., 2016).

To be accepted as reliable data, the Cronbach Alpha (α) should be greater than 0.6

(Khraim et al., 2014).

This study using AMOS 2.3 as a tool to test the goodness of fit among all the

variables and the hypothesis. This study using Structural Equation Model (SEM)

to testing the research model. The criteria of the goodness of fit is when X2-Chi-

Square (P ≤ 0.05); CMIN < 5; Goodness of Fit Indices, Adjusted Goodness of Fit

20
Index, Comparative Fit Index, Incremental Fit Index and Tucker-Lewis Index (GFI,

AGFI, CFI, IFI, TLI > 0.90); and Root Mean Square Error of Approximation (0.05

≤ RMSEA ≤ 0.08) (Kitapci et al., 2014). In order to check the hypothesis result,

there are several criteria that must be fulfilled that is the Critical Ratio (C.R) value

should be greater than 1.96 and the P value should be less than 0.05. The P value

and Critical Ratio (C.R) value can be seen through the Maximum Likelihood

Estimated in Regression Weight. Then, the Maximum Likelihood Estimated in

Squared Multiple Correlation is used to checked how the independent variable can

adaptable as predictors to explain its variance (Zehir & Narcıkara, 2016).

21
 CHAPTER IV

RESULTS AND DISCUSSIONS

4.1. Validity and Reliability Test

The validity was checked by using factor analysis criteria which are Kaiser-Meyer-

Olkin (KMO), Barlett’s Test, Communalities, Total Variance and Rotated

Component Matrix that has been discussed in the previous chapter. Based on the

research that has been done of this study, the value of KMO is 0.947 and Barlett’s

test is 0.000 for all variables which e-service quality, customer perceived value,

customer satisfaction, and repurchasing intention which indicates as good results.

Furthermore, the communalities value for all variables has the value ranging from

0.554 to 0.848 with two of customer perceived value component (CPV2, CPV3),

three of customer satisfaction component (CS1, CS3, CS6), and three of

repurchasing intention component (RI1, RI3, RI5) was removed because not passed

the qualified value of communalities test that should be greater than 0.5. The

cumulative percentage of total variance explained for all variables is 71.326%

which means passed the requirement of total variance value that should be greater

than 60%. In addition, the value of rotated component matrix for all of the factor

loading shows the value range from 0.496 to 0.851 with no discriminant problem

found. The result of validity test can be seen in Appendix 4a for KMO and Barlett’s

22
test, Appendix 4b for the communalities, Appendix 4c for total variance and

Appendix 4d for the rotated component matrix.

The reliability test was checked by looking at the Cronbach’s Alpha value. The

value of Cronbach’s Alpha should be greater than 0.6 to declared as reliable data.

This study was measuring the reliability of each variable separately and only a valid

construct that will be included in the reliability test. The result of reliability test

shows that all of the variables has the high value of Cronbach’s Alpha that is more

than 0.6 which e-service quality shows about 0.917, customer perceived value

shows about 0.708, customer satisfaction shows about 0.740 and repurchasing

intention shows about 0.707. It means that all of the questionnaires are reliable and

consistent on measuring the specific object of this study. The result of the reliability

test of each variable can be seen in Appendix 4e for the result of e-service quality,

Appendix 4f for the result of customer perceived value, Appendix 4g for the result

of customer satisfaction and Appendix 4h for the result of repurchasing intention.

4.2. Respondents’ Profiles

Table 4.1 Respondent’s Profile

The respondents of this study are people who have experience in purchasing a

product from “Sociolla” website around JABODETABEK area. The criteria of

respondent are female, and have experienced in purchasing a product from

“Sociolla”. There are 271 respondents who completed the criteria for the survey in

23
this study. Table 4.1 shows that all of the respondents is female, know about

“Sociolla” website, have an experience of purchasing a product from “Sociolla”

website with the percentage of 100% from the total population which 271

respondents. It shows that all of the respondents is appropriate with the criteria of

the respondents in this study. Based on the age of respondent, the most of the

respondent comes from the range of age between 21-30 years old with a percentage

which 91.1% of the total respondent. The rest of them with the percentage of 7.4%

comes from an age that greater than 30 years old and 1.5% come from an age that

smaller than 20 years old.

Based on the level of education, Table 4.1 shows that the majority of the respondent

have education level until bachelor with the percentage about 74.5% of the total

population. Then, 20.3% of them in the level of diploma, 3.7% of them in the level

of senior high school and 1.5% of them in the level of the master degree for their

education. According to the occupation, a large number of the respondent is a

student with a percentage about 57.6% of the total population. Then, an employee

is around 26.6% of them, an entrepreneur are around 10.3% of them, and others

occupation are around 1.2% of them. Based on the monthly expenses for

purchasing a beauty product, the majority of them have monthly expenses that less

than 500.000 rupiahs for purchasing beauty product with the percentage of 72.7%

from the total of the respondent. The rest of them which 25.1% have monthly

expenses in the range between 500 until 1.000.000 rupiah and 2.2% have monthly

expenses that greater than 1.000.000 rupiah.

24
4.3. Descriptive Analysis

In the descriptive analysis, this study will analyze the result of each question that

has been done in more detail information. The questions are answered using seven

points of Likert-scale with the range from 1 to 7 which 1 stated as strongly disagree,

2 stated as disagree, 3 stated as somewhat disagree, 4 stated as neutral, 5 stated as

somewhat agree, 6 stated as agree, and 7 stated as strongly disagree.

4.3.1. E-Service Quality

Table 4.2 E-Service Quality Data Summary

Table 4.2 shows the data summary of the respondent's answers about e-

service quality. Based on the efficiency dimension, it has shown that

around 98.5% of the respondents or 267 respondents was choose neutral

until strongly agree if “Sociolla” makes easy to find the need, 97.8% or

265 respondents was choose neutral until strongly agree if “Sociolla”

makes easy to get anywhere, 95.6% or 259 respondents was choose

neutral until strongly agree with the statement that said if the

information at “Sociolla” is well organized, 97.1% or 263 respondents

was choose neutral until strongly agree with the statement that said if

“Sociolla” makes a transaction completed quickly, 96.7% or 262

respondents was choose neutral until strongly agree with the statement

that said if “Sociolla” is simple to use and the designed is well

25
organized, 98.5% or 267 respondents was choose neutral until strongly

agree with the statement that said if “Sociolla” is well organized.

For system availability dimension, around 97.4 % or 264 respondents

was choose neutral until strongly agree with the statement that said if

“Sociolla” is always available for business, 96.6% or 262 respondents

was choose neutral until strongly agree with the statement that said if

“Sociolla” does not crash, and 97.4% or 264 respondents was choose

neutral until strongly agree with the statement that said if Pages at

“Sociolla” do not freeze after the order information done.

Furthermore, for fulfillment dimension, around 98.1% or 266

respondents was choose neutral until strongly agree with the statement

that said if “Sociolla” delivers the order when promised, 98.2% or 266

respondents was choose neutral until strongly agree with the statement

that said if “Sociolla” makes items available for delivery within a

suitable time frame, 97.8% or 265 respondents was choose neutral until

strongly agree with the statement that said if “Sociolla” quickly delivers

an order, 97% or 263 respondents was choose neutral until strongly

agree with the statement that said if “Sociolla” has an item stock that

they claim, 98.9% or 268 respondents was choose neutral until strongly

agree with the statement that said if the product that offering by

“Sociolla” is truthful, 98.5% or 267 respondents was choose neutral

26
until strongly agree with the statement that said if “Sociolla” makes

accurate promises about the delivery of products.

For privacy dimension, around 98.9% or 268 respondents was choose

neutral until strongly agree with the statement that said if “Sociolla”

protects information about customer web-shopping behavior, 97.8% or

265 respondents was choose neutral until strongly agree with the

statement that said if “Sociolla” does not share the personal information

with other sites, and 98.2% or 266 respondents was choose neutral until

strongly agree with the statement that said if “Sociolla” protects

information about a credit card.

For responsiveness dimension, around 97.4% or 264 respondents was

choose neutral until strongly agree with the statement that said if

“Sociolla” provides the customer with convenient options for returning

items, 97.8% or 265 respondents was choose neutral until strongly agree

with the statement that said if “Sociolla” handles product returns well,

97.8% or 265 respondents was choose neutral until strongly agree with

the statement that said if “Sociolla” offers a meaningful guarantee, 97%

or 263 respondents was choose neutral until strongly agree with the

statement that said if “Sociolla” tells the customer what to do if the

transaction is not processed, and 97.4% or 264 respondents was choose

neutral until strongly agree with the statement that said if “Sociolla”

takes care of problems promptly.

27
For compensation dimension, around 98.5% or 267 respondents was

choose neutral until strongly agree with the statement that said if

“Sociolla” compensates the customer for problems it creates, 97% or

263 respondents was choose neutral until strongly agree with the

statement that said if “Sociolla” compensates the customer when an

ordered doesn't arrive on time and if “Sociolla” picks up items that want

to return from a customer.

For contact dimension, 97.4% or 264 respondents was choose neutral

until strongly agree with the statement that said if “Sociolla” provides a

telephone number to reach them, 98.2% or 266 respondents was choose

neutral until strongly agree with the statement that said if “Sociolla” has

customer service representatives/available online, and 97.4% or 264

respondents was choose neutral until strongly agree with the statement

that said if “Sociolla” offers the ability to speak to a live person if there

is a problem.

4.3.2. Customer Perceived Value

Table 4.3 Customer Perceived Value Data Summary

Table 4.3 represents the data summary of the respondent's answers

about customer perceived value. It shows that the majority of the

respondent choose neutral until strongly agree with the statement that

28
said the product offered by "Sociolla" is a good value for the money

with the percentage of 99.6% of the respondents or 270 respondents and

only 0.4% of the respondents or 1 respondent who choose strongly

disagree until somewhat disagree. Then, around 98.9% of the

respondent or 268 respondents choose neutral until strongly disagree

with the statement that said the Sociolla’s product is worth every cent.

The rest of them which 1.1% or 3 respondents choose strongly disagree

until somewhat disagree.

4.3.3. Customer Satisfaction

Table 4.4 Customer Satisfaction Data Summary

In Table 4.4 shows the data summary of the respondent answer towards

the customer satisfaction. Based on the summary data, the most of

respondent choose neutral until strongly agree with the statement that

said if they satisfied with the quality of products offered by "Sociolla"

with the percentage of 99.6% of the respondents or 270 respondents and

only 0.4% of the respondent or 1 respondent who choose strongly

disagree until somewhat disagree. Around 97.8% of the respondent or

265 respondents choose neutral until strongly agree with the statement

that said if they recommend "Sociolla" to other people and only 2.2%

of the respondent or 6 respondents choose strongly disagree until

somewhat disagree. Furthermore, the most of respondent choose neutral

29
 until strongly agree with the statement that said if products purchased

in "Sociolla” measured up to their expectation with the percentage of

99.3% of the respondents or 269 respondents and the rest of them which

only 0.7% or 2 respondents choose strongly disagree until somewhat

disagree.

4.3.4. Repurchasing Intention

Table 4.5 Repurchasing Intention Data Summary

Table 4.5 presents the summary data of the respondent answer about

repurchasing intention. It shows that around 97.8% of the respondents

or 265 respondents choose neutral until strongly agree with the

statement that said about their intention to revisit Sociolla”s website in

the future and repurchasing another products/services at “Sociolla”. The

rest of them which only around 2.2% of the respondents or 6

respondents who choose strongly disagree until somewhat disagree.

4.4. Inferential Analysis

Appendix 4i Result of Model Fit SEM

The result of model fit can be seen in Appendix 4i. The summary result shows that

the value of CMIN/DF (1.767); GFI (0.936); AGFI (0.908); RMESA (0.053); CFI

(0.974); TLI (0.967); IFI (0.974) which means all of the value are fit with the

30
criteria and can be concluded if the SEM model are good fit. Then, acceptable and

allowed to be analyzed further.

Appendix 4j Structural Equation Model

In order to test the conceptual models and the hypothesis, this study using Structural

Equation Model (SEM) analysis. There are 4 variables that used for Structural

Equation Modeling (SEM) analysis which are E-Service Quality (ESQ), Customer

Perceived Value (CPV), Customer Satisfaction (CS), and Repurchasing Intention

(RI). The first step to be done for analysis using SEM is drawing a path diagram,

then followed by analyzing the output. It can be shown in Appendix 4j.

Appendix 4k Squared Multiple Correlation

Appendix 4k shows the result of Squared Multiple Correlation. The result of

Squared Multiple Correlation is explained about how the independent variable can

adaptable as predictors to explain its variance. The result explains that customer

perceived value represent 0.629 or 62.9% of its variance and around 37.1% can be

explained by another factor that not included in this study. Then, customer

satisfaction represents 0.807 or 80.7% of its variance and the rest which around

19.3% can be explained by another factor that not included in this study. The last,

repurchase intention represent 0.871 or 87.1% of its variance and 12.9% can be

explained by another factor that not included in this study.

31
 Appendix 4l Hypothesis Testing

The result of regression weight is shown in the Appendix 4l. From the result, the

author evaluated the relationship between variables by looking at the Critical Ratio

(C.R) value and P value. In order to state that the relationship among variables has

significant relations and the hypothesis can be accepted when the value of C.R is

more than 1.96 and P value is less than 0.05. According to the Appendix 4l, the

author found that all of the hypothesis in this study are accepted and have

significant relations since the C.R value and P value has passed the standard

requirement.

Appendix 4m Standardized Regression Weight

Appendix 4m has been shows about the results of regression weight. The results

which shown in the column estimates is explained about the influence of one

variables to the other variables. The results shows that e-service quality has 77.8%

of influences to customer perceived value and 32.1% of influences to customer

satisfaction. Then, customer perceived value has 58.1% of influences to customer

satisfaction and customer satisfaction has 104.9% of influences to repurchasing

intention.

32
4.5. Discussions

Based on the analysis that has been done in this study, all of the hypothesis is

accepted and has a significant impact with conducting research on Sociolla’s

customer who has experience in purchasing product from Sociolla’s website around

JABODETABEK area. E-service quality has a significant effect on the customer

perceived value and the hypothesis (H1) is accepted. The analysis proves that the

e-service quality which provides by e-commerce such as “Sociolla” can be impact

on the customer perceived value. Then, it can make the customer feels if a product

from “Sociolla” is a good value for money. The result is also supported by the

previous study that conducted by Zehir & Narcıkara (2016), they also found that

there is a significant relationship between e-service quality and perceived value by

conducted research to the customers of online retailers in Turkey. The previous

study result found that four dimensions of e-service quality have a significant

relationship with perceived value and the present study result found that seven

dimensions of e-service quality which efficiency, system availability, fulfillment,

privacy, responsiveness, compensation, and contact has a significant relationship

with perceived value.

Furthermore, this study analysis shows that customer perceived value has a

significant impact on the customer satisfaction and the hypothesis (H2) is accepted.

It shows that the customer perceived value based on the purchasing experience can

impact on the satisfaction of the customer. The result is also supported by the

previous research by Chinomona & Sandada (2014) with the research that

33
conducted on the online shoppers in South Africa. Chinomona & Sandada, (2014)

found that e-service quality has a significant impact on perceived value, and

perceived value has a significant impact on customer satisfaction but e-service

quality has an insignificant impact on customer satisfaction.

Additionally, the analysis shows that e-service quality with seven dimensions

which efficiency, system availability, fulfillment, privacy, responsiveness,

compensation, and contact has an impact on the customer satisfaction significantly

and the hypothesis is accepted (H3). It support with the previous research by

Kitapci, Akdogan, & Dortyol (2014) which found that empathy and assurance as

the dimension of service quality has a significant influence on satisfaction but

another dimension such as responsiveness, reliability and tangible have an

insignificant influence on satisfaction with their research that conducted for

patients of the hospital in Turkey. Tandon et al. (2017) have conducted research on

the active online shoppers in North India found that website functionality has a

positive impact on customer satisfaction.

Another previous research, Kandulapati & Shekhar Bellamkonda, (2014) with their

research that conducted on all of the people who have experience of online

purchasing in India also has the same hypothesis (H1, H2, H3) and the same results

with this study. They found that e-service quality has a significant effect on the

customer perceived value and customer perceived value has an impact on the

customer satisfaction in turns but e-service quality has an insignificant effect on the

customer satisfaction. Therefore, perceived value mediates the relationship

34
between e-service quality and customer satisfaction. Lastly, the analysis also shows

that customer satisfaction has a significant impact on the repurchasing intention

and the hypothesis is accepted (H4). This study result confirms the previous result

that conducted by Pappas et al. (2014) found that customer satisfaction has a

significant effect on the repurchasing intention for both types of customers who has

high-experienced and low-experienced of online shopping.

35
 CHAPTER V

CONCLUSION

5.1 Hypothesis Answer

According to the research that has been done in this study, the result of the hypothesis

shows that all of the hypothesis can be accepted with the detail are; H1) E-service

quality influences customer perceived value; H2) E-service quality influences customer

satisfaction; H3) Customer perceived value influences customer satisfaction; H4)

Customer satisfaction influences repurchasing intention.

5.2 Future Recommendation

After evaluating and analyzing this research study, there are some recommendations

for future research. This study is evaluating the impact of e-service quality towards

customer repurchasing intention with customer satisfaction and customer perceived

value as a mediator. This study can be used for future research that has e-service

quality, customer perceived value, customer satisfaction, and repurchasing intention

topics. The future research can add another factor that may impact the variable that not

included in this study such as perceived benefits have an impact on customer

satisfaction (Gan & Wang, 2017), word of mouth (WOM) has an impact on the

repurchasing intention (Moslehpour, Wong, Pham, & Aulia, 2017), and perceived

quality has an impact on the repurchasing intention (Ariffin et al., 2016). Since this

36
research is focusing on the beauty e-commerce as an object study, the future research

can use another specific object such as Lazada to get the different result and knowledge

of this topics study. Nowadays, Lazada leads e-commerce in Indonesia which have

around 21.2 Million visitors per month (Reza, 2017). In order to obtain a good result

and targeted to the larger population, the authors are recommend the future research to

increase the number of the respondent.

Based on the results of this study which found that e-service quality has impact on

repurchasing intention mediating by customer perceived value and customer

satisfaction, there are some recommendation for business especially for online

business. In order to increase customer satisfaction and trust, e-service quality plays an

important roles and can support online business to have the competitive advantage in

online market (Kandulapati & Shekhar Bellamkonda, 2014). An online business should

pay more attention on the quality of website that the customer used to evaluate their

business (Zehir & Narcıkara, 2016). Therefore, an online business such as Sociolla,

Shepora, Lazada, Tokopedia, etc. should be more concerned in providing high service

quality to the customer in order to gain the customer perceived value about the website

and product, and build customer satisfaction which means can be impact on the

customer repurchasing intention in the future (Chinomona & Sandada, 2014).

37
 REFERENCES

Acharya, A. S., Prakash, A., Saxena, P., & Nigam, A. (2013). Sampling: why and how
of it? Indian Journal of Medical Specialities, 4(2), 3–7.
https://doi.org/10.7713/ijms.2013.0032

Al-Debei, M., Akroush, N., & Ashouri, M. (2015). Consumer attitudes towards online
shopping. Internet Research, 25(5), 707–733. https://doi.org/10.1108/IntR-05-
2014-0146

Aren, S., Güzel, M., Kabadayı, E., & Alpkan, L. (2013). Factors Affecting Repurchase
Intention to Shop at the Same Website. Procedia - Social and Behavioral
Sciences, 99, 536–544. https://doi.org/10.1016/j.sbspro.2013.10.523

Ariffin, S., Yusof, J. M., Putit, L., & Shah, M. I. A. (2016). Factors Influencing
Perceived Quality and Repurchase Intention Towards Green Products. Procedia
Economics and Finance, 37(16), 391–396. https://doi.org/10.1016/S2212-
5671(16)30142-3

Bai., Li., & Niu, J. (2016). Study on Customer-Perceived Value of Online Clothing
Brands. Scientific Research Publishing Inc., 6(August), 914–921.

Chen,V., & Chen, C. (2017). The role of customer participation for enhancing
repurchase intention. Management Decision, 55(3), 547–562.
https://doi.org/10.1108/MD-06-2016-0380

Chinomona, R., & Sandada, M. (2014). The Influence of E-Service Quality on

Customer Perceived Value, Customer Satisfaction and Loyalty in South Africa.
Mediterranean Journal of Social Sciences, 5(9), 331–341.
https://doi.org/10.5901/mjss.2014.v5n9p331

38
Curras-Perez, R., Ruiz, C., Sanchez-Garcia, I., & Sanz, S. (2017). Determinants of
customer retention in virtual environments. The role of perceived risk in a tourism
services context. Spanish Journal of Marketing - ESIC, 21(2), 131–145.
https://doi.org/10.1016/j.sjme.2017.07.002

Elsharnouby, T. H., & Mahrous, A. A. (2015). Customer participation in online co-

creation experience: the role of e-service quality. Journal of Research in
Interactive Marketing, 9(4), 313–336. https://doi.org/10.1108/JRIM-06-2014-
0038

Etikan, I., Musa, S. A., & Alkassim, R. S. (2016). Comparison of Convenience

Sampling and Purposive Sampling. American Journal of Theoretical and Applied
Statistics, 5(1), 1. https://doi.org/10.11648/j.ajtas.20160501.11

Gan, C., & Wang, W. (2017). The influence of perceived value on purchase intention
in social commerce context. Internet Research, 27(4), 772–785.
https://doi.org/10.1108/IntR-06-2016-0164

Indonesia Investment. (2017). Cosmetics Indonesia_ Rising Demand for Beauty &
Personal Care Products _ Indonesia Investments. Retrieved February 12, 2018,
from https://www.indonesia-investments.com/id/news/todays-
headlines/cosmetics-indonesia-rising-demand-for-beauty-personal-care-
products/item8181?

Inside retail Asia. (2016). Indonesia, Vietnam leading Asian beauty industry growth -
Inside Retail Asia. Retrieved February 12, 2018, from
https://insideretail.asia/2016/05/12/indonesia-vietnam-leading-asian-beauty-
industry-growth/

Joshi, A., Kale, S., Chandel, S., & Pal, D. (2015). Likert Scale: Explored and
Explained. British Journal of Applied Science & Technology, 7(4), 396–403.
https://doi.org/10.9734/BJAST/2015/14975

Kandulapati, S., & Shekhar Bellamkonda, R. (2014). E-service quality: a study of

39
 online shoppers in India. American Journal of Business, 29(2), 178–188.
https://doi.org/10.1108/AJB-05-2013-0030

Kemény, I., Simon, J., Nagy, Á., & Szucs, K. (2016). Measuring quality perception in
electronic commerce. Industrial Management & Data Systems, 116(9), 1946–
1966. https://doi.org/10.1108/IMDS-09-2015-0398

Khraim, H., Al-Jabaly, S., & Khraim, A. (2014). The Effect of Perceived Value and
Customer Satisfaction on Perceived Price Fairness of Airline Travelers in Jordan.
Universal Journal of Management, 2(5), 186–196.
https://doi.org/10.13189/ujm.2014.020502

Kitapci, O., Akdogan, C., & Dortyol, İ. T. (2014). The Impact of Service Quality
Dimensions on Patient Satisfaction, Repurchase Intentions and Word-of-Mouth
Communication in the Public Healthcare Industry. Procedia - Social and
Behavioral Sciences, 148, 161–169. https://doi.org/10.1016/j.sbspro.2014.07.030

Lin, C., & Lekhawipat, W. (2014). Factors affecting online repurchase intention.
Industrial Management & Data Systems, 114(4), 597–611.
https://doi.org/10.1108/IMDS-10-2013-0432

Loh, A. (2017). INFLUENCES ON BRAND LOYALTY AMONG THAI FEMALE

COSMETIC CONSUMERS, 3(2), 1947–1969.

Lukman, E. (2014). Tokopedia_ wanita mendominasi industri e-commerce Indonesia.

Retrieved February 13, 2018, from https://id.techinasia.com/tokopedia-wanita-
mendominasi-industri-ecommerce-indonesia

Luthfi, A. (2016). APJII Rilis Survei Pengguna Internet Indonesia Okezone Techno.
Retrieved November 13, 2017, from
https://techno.okezone.com/read/2016/11/07/207/1535401/apjii-rilis-survei-
pengguna-internet-indonesia

Mohamed, N., Hussein, R., Zamzuri, N., & Haghshenas, H. (2014). Insights into
individual’s online shopping continuance intention. Industrial Management &

40
 Data Systems, 114(9), 1453–1476. https://doi.org/10.1108/IMDS-07-2014-0201

Moslehpour, M., Wong, W.-K., Pham, K. Van, & Aulia, C. K. (2017). Repurchase
intention of Korean beauty products among Taiwanese consumers. Asia Pacific
Journal of Marketing and Logistics, 29(3), 569–588.
https://doi.org/10.1108/APJML-06-2016-0106

Muhammad, N. S., Sujak, H., & Rahman, S. A. (2016). Buying Groceries Online: The
Influences of Electronic Service Quality (eServQual) and Situational Factors.
Procedia Economics and Finance, 37(16), 379–385.
https://doi.org/10.1016/S2212-5671(16)30140-X

Nikhashemi, S. R., Tarofder, A. K., Gaur, S. S., & Haque, A. (2016). The Effect of
Customers’ Perceived Value of Retail Store on Relationship between Store
Attribute and Customer Brand Loyalty: Some Insights from Malaysia. Procedia
Economics and Finance, 37(16), 432–438. https://doi.org/10.1016/S2212-
5671(16)30148-4

Overview Website. (2018). Sociolla. Retrieved February 13, 2017, from

https://www.similarweb.com/website/sociolla.com

Ozkisi, H., & Topaloglu, M. (2016). Identifying College Students’ Feelings and
Thoughts about Online Shopping. Procedia Economics and Finance,
39(November 2015), 17–23. https://doi.org/10.1016/S2212-5671(16)30235-0

Panji, A. (2014). Perempuan Indonesia Paling Aktif di Toko _Online_ - Kompas.

Retrieved February 13, 2018, from
http://tekno.kompas.com/read/2014/04/22/1502043/Perempuan.Indonesia.Paling
.Aktif.di.Toko.Online.

Pappas, I., Pateli, A., Giannakos, M., & Chrissikopoulos, V. (2014). Moderating effects
of online shopping experience on customer satisfaction and repurchase intentions.
International Journal of Retail & Distribution Management, 42(3), 187–204.
https://doi.org/10.1108/IJRDM-03-2012-0034

41
Rara, K. (2017). eIQ Insider_ Sociolla is Beautifying Indonesia’s Online Cosmetics
Sector. Retrieved February 12, 2017, from https://ecommerceiq.asia/indonesia-
beauty-sociolla/

Reza, I. (2017). 10 E-Commerce Terbaik yang Menggeser Eksistensi Toko O ine.

Retrieved February 12, 2018, from https://business.idntimes.com/economy/reza-
iqbal/10-e-commerce-terbaik/full

Rowley, J. (2014). Designing and using research questionnaires. Management

Research Review, 37(3), 308–330. https://doi.org/10.1108/MRR-02-2013-0027

Smith, C. (2015). THE E-COMMERCE DEMOGRAPHICS REPORT_ In a reversal,

women are now dominating mobile shopping, Business Insider - Business Insider
Singapore. Retrieved February 13, 2017, from
http://www.businessinsider.sg/women-are-driving-growth-in-mobile-commerce-
heres-how-2015-09/?r=US&IR=T

Sreeram, A., Kesharwani, A., & Desai, S. (2017). Factors affecting satisfaction and
loyalty in online grocery shopping: an integrated model. Journal of Indian
Business Research, 9(2), 107–132. https://doi.org/10.1108/JIBR-01-2016-0001

Tandon, U., Kiran, R., & Sah, A. (2017). Analyzing customer satisfaction: users
perspective towards online shopping. Nankai Business Review International, 8(3),
266–288. https://doi.org/10.1108/NBRI-04-2016-0012

Tarofder, A. K., Nikhashemi, S. R., Azam, S. M. F., Selvantharan, P., & Haque, A.
(2016). The mediating influence of service failure explanation on customer
repurchase intention through customers satisfaction. International Journal of
Quality and Service Sciences, 8(4), 516–535. https://doi.org/10.1108/IJQSS-04-
2015-0044

Wen, C., Fang, J., George, B., & Prybutok, V. R. (2016). Consumer heterogeneity,
perceived value, and repurchase decision-making in online shopping: The role of
gender, age, and shopping motives. Journal of Electronic Commerce Research,

42
 17(2), 116–131.

Weng, J. T., Ting, H., Run, E. C. de, & Tan, S. (2016). Disposition and Repurchase
Intention: A Preliminary Study of the How and Why. Procedia - Social and
Behavioral Sciences, 224(August 2015), 332–338.
https://doi.org/10.1016/j.sbspro.2016.05.384

Yang, Z. F., Shi, Y., Wang, B., & Yan, H. (2014). Website quality and profitability
evaluation in ecommerce firms using two-stage DEA model. Procedia Computer
Science, 30, 4–13. https://doi.org/10.1016/j.procs.2014.05.375

Zehir, C., & Narcıkara, E. (2016). E-Service Quality and E-Recovery Service Quality:
Effects on Value Perceptions and Loyalty Intentions. Procedia - Social and
Behavioral Sciences, 229, 427–443. https://doi.org/10.1016/j.sbspro.2016.07.153

Zehir, C., Sehitoglu, Y., Narcikara, E., & Zehir, S. (2014). E-S-Quality, Perceived
Value and Loyalty Intentions Relationships in Internet Retailers. Procedia - Social
and Behavioral Sciences, 150, 1071–1079.
https://doi.org/10.1016/j.sbspro.2014.09.120

43
 APPENDICES

Appendix 1 Online Questionnaire

44
45
46
47
48
49
50
51
Sources: https://goo.gl/forms/DtWZrC9UPGI7ggip2

52
 Appendix 2 Data Tabulation

E-Service Quality Customer Perceived Value

E-SQ E-SQ E-SQ E-SQ E-SQ E-SQ E-SQ CPV CPV CPV CPV
1 2 3 4 5 6 7 1 2 3 4
4 4 4.17 4 4 4 4 4 4 4 4
4.14 4 5 5 4.6 4.67 4 5 5 5 5
6.29 5.67 6.33 6.33 6 6.33 6.67 6 7 6 6
4.57 4.67 4.67 5 4.8 5.67 5.67 5 5 5 5
7 6.33 6.67 7 6.8 6.33 7 6 7 7 7
5.57 6 6 6 6 5 6 6 6 6 6
4 4.67 4 4.67 4 5 3 4 4 5 4
5.29 4.33 5.33 5.67 5.2 4.67 5 6 5 5 5
6.29 5.33 6.5 6.33 6.4 6.67 6.67 6 6 6 6
4.86 5 5.5 6.33 5 4.33 5.67 5 6 6 5
5 5.33 5.67 4.33 5.2 4.67 5 5 6 5 5
5.86 6 5.83 5.67 5.8 5.67 6.33 6 7 6 7
6.43 6.33 6.83 6.67 6 6 6.33 6 6 7 6
4.71 3.67 4.67 4 4.6 4 4.33 4 5 4 5
6 5.67 6.5 6.67 6.8 6.67 7 7 7 7 7
4.86 4 6 6.33 6.2 6 6 6 6 6 6
6.71 4.67 6.83 7 4.8 5.33 6 7 7 7 7
3.86 5 4.17 5.67 3.6 3 5.33 3 4 3 3
4.71 4.33 5 5.33 5.6 5.67 5.67 6 6 5 6
6 5.33 6 5.67 6.4 6 7 6 6 6 6
6 6.33 5.67 6 5.6 6.33 6 6 6 6 6
6.14 5.33 5 5.67 5.8 5.67 6 6 7 6 6
5.43 5.33 5.67 5 4.4 4 5.67 5 5 6 5
6.86 7 6.33 6.33 5 6 6 7 7 7 7
5.86 5.67 6.67 5.33 4.6 4 5.67 5 5 5 5
5.86 5.67 6 6 4.6 4 5.33 6 6 6 6
5.57 5.33 5.83 6 5.4 5 5.67 6 6 6 6
3.86 3 4.83 4 4 4 4 5 6 6 6
5.57 4.67 5.5 6 6 5 6.33 5 5 6 6
6 5.67 6.33 6.67 5.8 5 5.67 6 6 7 7
5.57 5.67 5.83 6 6 6 7 7 7 6 7
5 5.33 5.33 6 5.4 5 6 5 6 6 6
4.71 3.67 5.17 4.67 4.6 4 5.33 6 6 5 5
4.14 4.33 4.17 4.67 3.8 4 5.33 5 6 5 5
5.14 5.33 4.5 5.33 4.6 5.33 5 6 5 5 5

53
4.71 4.67 4.5 5 4 4.67 4 5 4 4 5
5.57 6 6 6 5.6 4.33 6 6 6 5 6
6.14 6.33 6.67 6.33 6.6 6 6.33 7 7 7 6
6.57 6.67 7 6 5.8 6.33 7 7 7 7 7
3.43 3 3 3 3 3 3 6 5 5 5
5.86 6 5.67 7 6.2 6.33 6.67 6 7 7 6
5.14 5.33 5.17 5 5.6 5.33 5 6 5 5 5
4.43 5.33 5.17 5.33 4.8 5 5.67 5 6 5 6
6.71 6.33 6 7 5 3.67 5 7 7 7 7
5.71 6 5.67 5.33 5.6 5.67 5.67 6 7 6 7
5.86 6.33 5.83 6.33 5.8 6 5.33 7 6 6 6
5.29 4.67 5.33 6 5.4 5 6 6 6 7 6
5.86 6 6 5 5.2 5.67 4.67 7 6 6 6
5.57 5.33 5.33 5.33 5 5.33 5 6 6 7 6
5.29 5 5.33 5 4.8 5.33 4.33 6 5 5 5
5 5 5 6.33 5.8 5 6 7 6 6 6
5.29 6 5.5 5 5.4 5.67 5.33 5 5 6 5
5.43 5.33 5.33 5.67 5.6 5.33 4.67 6 5 5 6
5 5 5.17 5 4.8 5.33 5 6 5 5 6
5 5 5.33 5 5 5.33 5 5 5 5 6
5.14 5.67 6 6.33 5.2 6 5.33 5 6 5 6
5 6 5 6 5.2 5 4.67 5 6 6 5
5 5.33 4.83 5 5.4 5 5 5 6 6 5
5.71 5.33 5 5 6.2 5.67 6.33 6 6 7 6
5.14 5.67 5.5 5.67 5.8 6 5.33 5 6 5 6
6 5.33 5.67 6 5 4.67 4 5 5 5 6
5.86 6.33 6.67 6.33 5.2 4.67 5.67 5 6 6 6
5.86 6.33 6.67 6.33 5.2 4.67 5.67 5 6 6 6
5.57 5.67 5.5 5.67 5.6 5.33 5.67 5 6 5 6
5.57 5.67 5.5 5.33 5.6 5.67 5.67 6 6 5 6
5.57 5.67 5.5 5.33 5.6 5.67 5.67 6 6 5 6
5.57 5.67 5.5 5.33 5.6 5.67 5.67 6 6 5 6
5.29 5.33 5.33 5.67 5.4 5.33 5.33 5 6 5 5
7 7 7 6.33 6.6 6.67 6.33 7 7 6 6
4.71 5.67 5 5.33 5.4 5.67 5.67 6 5 6 5
5.57 5.33 5.17 5.67 5.2 5.67 5.33 6 5 6 5
5.14 5 5.5 5.33 5.6 5.33 6 6 6 5 6
5.71 5.33 5.67 5.33 5.8 5.67 5.67 6 6 5 6
5.43 5.33 5.17 5.33 5.6 5.67 5 6 5 6 5
5.57 5.33 5.17 5.33 5.6 5.67 6 5 6 6 6

54
5.57 5.33 5.83 5.67 5.6 5.67 5.67 6 5 6 6
5.57 6 5.33 5.67 5.4 5.33 5.67 6 5 6 6
5.57 5.33 5.5 5.33 5.8 5.33 5.67 5 6 6 5
5.43 5.67 5.17 5.67 5.4 5.33 5.33 6 5 6 5
5.43 5 4.83 5.67 4.8 5.33 5.33 6 5 6 5
5.14 5 5.5 5.33 4.8 5.33 5.33 6 5 5 6
5.29 5.33 5 5 5 5.33 5 6 5 5 5
4.43 5.33 4.67 5.33 5 4.67 4.67 5 5 5 6
4 4.33 4.33 5 4.8 4.33 6.67 5 6 5 5
4.43 4.33 5.33 6 5 5 5.33 6 5 6 5
5 5.33 5.17 5 5.2 5 5.33 5 5 5 6
5.57 4.67 4.17 5 5 5.33 5.33 5 6 5 5
5 5.33 5.17 5.33 4.8 5 5.33 5 6 5 5
4.43 4.67 4.67 4.33 5 4.67 4.67 5 6 5 5
5.43 5 5 5 5.2 4.67 5 6 5 5 6
5.29 5 5 4.67 5.2 5 5 5 5 6 5
5.29 5 5.33 5.67 5.2 5.67 4.67 7 6 6 6
3.86 4.67 4.5 5 4.8 4.67 5 5 5 6 5
5.14 5.33 4.83 4.67 4.8 4.67 5.33 6 5 6 6
5.14 5 4.5 5.33 5.2 5 5 5 6 5 6
5.14 5 4.83 5.33 5 4.67 5 5 6 5 5
5.29 5 4.83 5.67 5.2 5.33 5.67 5 6 6 5
5.14 5.67 4.83 5.33 4.8 5 5 5 6 5 6
5 5.33 4.83 5.33 5 5.67 5.33 6 5 5 6
5.14 5.33 5 5.33 5.2 5 5.33 5 6 5 6
5.29 5.33 5.5 5 5.8 5.33 5.67 6 5 6 5
5 5 5.5 4.67 5.6 5.33 5 6 5 5 6
5.57 5.33 5.5 5.33 5.4 5.33 5.67 5 6 6 5
5.43 4 5.33 5 5.8 5.33 5 6 5 6 6
5.43 5.67 5.5 5.33 5.8 5 5.67 5 6 5 5
5.57 5 5.33 5.33 5 5.33 6 5 6 5 5
5.29 4.67 5.67 5.33 4.6 5 5 6 5 5 6
5.29 5.33 5.17 5 5.2 4.67 5 6 5 6 5
5.71 5.33 5.83 5.33 5.4 5.67 5.33 6 5 6 5
5.57 5 5.33 5 5.2 5.33 5.67 5 6 6 5
5.29 5.33 4.83 5.33 5.4 5 5.67 5 5 6 5
5.29 4.67 5.5 5.67 4.8 5 5.67 5 6 5 6
5.57 5 5.33 4.67 5 5 4.67 6 5 5 6
4.71 4.33 4.67 5 4.6 5 5.33 5 5 5 6
4.86 4 4.33 4.33 4.2 4.67 5.33 5 5 5 5

55
4.71 5 4.5 4.67 4 5 4.33 5 6 5 5
4.57 4.67 4.17 5 4 4.33 4 5 5 5 5
4.29 5 4.33 4 4.4 5 4.67 5 4 5 4
4.71 5 4.67 4.67 4.2 5 4.33 5 4 5 4
4.86 5 4.5 5 4.8 4 4.67 5 5 4 4
5.14 5 4.83 5 4.8 6 5 5 5 4 5
4.71 5 4.83 5 5 5.33 5.33 6 5 6 5
4.57 5.33 5 4.67 5.2 4.67 5 5 5 6 5
5 5.67 4.83 5 4.4 5 5 5 5 5 6
4.86 5 5.17 4.33 4.8 5.67 4.67 5 5 6 5
5.14 4.67 5.33 5 5.2 4.67 5 5 4 5 5
5.14 5 5.17 5 4.8 5.67 5.33 5 6 5 5
3.71 4.67 5.17 5 4.8 5.67 5.67 5 6 5 5
5.14 5 5.17 4.67 5.4 4.33 5.33 4 5 5 5
5.29 5 4.67 4.67 5.2 5 5 5 5 5 6
5 4.67 5.17 5 5 4.33 5.33 5 5 4 4
5.29 4.33 4.33 5 5 5 5.67 6 5 6 6
5.29 4.67 5.17 5 5.2 5.33 5.33 5 5 5 6
5.14 5 5 5 4.8 5.33 5 5 4 5 4
5.29 5 5 5.67 5 5.33 5 6 5 5 5
5.29 5 5.17 5.33 5.2 5 6 6 5 5 6
5.14 5.33 5 4 5 5 5 5 6 5 5
5 5 4.83 4.67 4.8 5 4.67 5 5 5 6
5.14 5.33 5 5.33 5.2 5 4.67 6 5 5 5
5 5 5 5 5.2 4.67 5 5 5 5 6
5 4.33 4.83 4 4.6 5 5.33 6 5 5 5
5.14 3.67 4 4.33 4.6 4.33 4.67 4 4 5 4
5 5 4.83 4.67 5 4.33 5 5 4 5 5
4.86 3.67 4.33 4.67 4.4 4.67 4 5 5 4 5
4.57 4.33 4.5 4.67 5 5 5 5 5 6 6
5.14 4.33 4.83 5.67 5 4 4.67 5 4 5 4
4 4.67 4.5 5 4.4 4.33 5 5 5 5 6
4.14 4 4.83 4 4.2 5 4.33 5 5 5 5
5 5 4.83 4.33 4.4 5 4.33 5 4 5 4
5 4 4.67 5 4.2 4.67 5 6 5 5 6
5 5 4.83 5.33 4.8 4 4.33 5 6 5 5
4.14 5 4.83 4.33 4.8 5 4.67 6 5 5 5
5 5.33 4.33 5 4.2 4.67 3.67 6 5 5 5
4.71 5 4.67 4.67 4.8 4.67 5.33 5 5 5 5
4.86 4.33 4.5 5 4.6 4.67 4 5 4 5 5

56
 4 4 4 4.33 3.6 3.67 3.67 6 5 6 5
5 4.67 5 5 5 4.33 4.67 6 5 6 5
4.71 4.33 4.67 5.33 4.4 5.33 4.67 5 5 5 6
4.86 4.67 4.67 5 5 4.33 5.33 5 5 6 5
5 4.67 5.33 5 5 5.33 4.33 5 5 6 5
5.14 4.67 5 5 5 5 4.67 6 5 5 6
4.86 4.67 5.33 5 5.2 4.67 5 5 5 6 5
5 6.33 5.17 5 5.6 5.33 5.33 6 6 6 6
4 4 4 4 4 4 4 4 4 4 4
5.86 5.67 5.83 5.67 6 6 6 5 6 5 6
5.29 5.67 5.33 5.67 5.4 5.33 5.67 6 5 6 6
5.14 5 5 5 5.2 5.33 5 5 6 5 5
5.14 5 5.33 5.33 5.4 5 4.67 6 6 5 5
5.29 5 5.33 5.33 5.4 5 5 6 5 6 5
5.29 5.33 5.17 5.33 5.2 5.67 5 5 5 6 5
5.43 5.33 5.33 5.33 5 5.33 5 5 6 5 5
5.43 5 5.17 5 5 5.33 5.33 5 6 5 6
5.43 5.33 5.5 5.33 5.4 5.33 6 6 5 6 6
5.57 5 5.33 5.67 5.4 5 5.33 6 5 5 6
5.14 4.67 5.33 4.67 5.2 4.67 5.33 5 6 5 5
4 4 4 4 4 4 4 4 4 4 4
4 4 4 4 4 4 4 4 4 4 4
4.57 5 4.83 4.67 4.6 4.67 4.33 5 5 5 5
4.86 4.67 4.83 4.33 4.8 4.33 4.67 5 5 5 5
5.43 5.33 5 5 5.2 5.33 5 5 5 6 5
5 5 4.83 5 5.2 5 5 5 5 5 5
4.57 4.33 4.67 4.67 4.4 4.67 4.67 5 4 5 5
4.57 4.67 4.67 4.67 4.4 4.67 4.67 5 5 4 5
3.57 3.33 3.67 3.67 3.8 3.67 4 4 4 4 4
6 6.33 5.83 6 6 6 6 6 6 6 6
5 5.67 5.33 5 5.2 5.33 5.33 5 6 5 6
5 5.33 5 5 5.2 5 5 5 5 5 5
4.71 4.67 4.83 4.67 4.8 4.33 5 5 5 5 6
3.57 3.67 4 4 4 4 4.33 5 4 5 4
5 5 5 5 5 5 5 5 5 6 5
4.71 5 5.17 5 5.4 5.33 5 5 5 5 5
5 5 5 5 5 5 5 5 5 5 6
5.29 5.33 5.17 5 5 5 5 5 5 6 6
5.43 5.67 5.33 5.33 5.4 5 5 6 5 5 6
4.86 5 4.67 5.33 4.8 4.67 5 5 5 5 6

57
4.29 4.67 4.5 4.33 4.6 4.67 4 5 4 4 5
4.57 4.67 4.33 4.33 4.2 4.33 4.33 5 5 5 4
5.29 5.33 5.17 5.33 5 5.67 5 6 5 6 5
5.86 5.67 5.33 5.33 5 5.67 5.67 6 5 6 5
5.43 5.33 5 5 4.2 5.33 4.67 6 7 6 6
4.71 5 5.17 5.33 5 4.67 5.33 5 5 6 5
5.43 5.33 4.83 5 5.2 5.67 5 5 5 5 6
5.29 6 5.67 5 5.2 5.33 5.67 5 6 5 6
5.14 5.33 5.67 4.67 4.6 5 5 6 5 5 6
4.86 5.33 4.83 5 5 5.33 5.33 6 6 6 5
5.29 6 5 4.67 4.8 5 5.33 4 5 5 5
6.14 3.67 5.33 5.33 5 5 5.33 5 5 5 6
5.14 5.33 5.5 6.33 4.8 4.67 3.67 5 6 5 5
5.43 5.67 5.33 5.67 5.2 5.33 6 5 6 6 5
5.57 5.33 5 5.33 5.4 5.33 6.33 6 5 6 6
5.57 5.33 5.67 5.33 5.2 5.33 5 5 6 4 5
5.57 5.33 5.33 5.33 5.6 5.67 6 5 6 6 5
5.43 6 5.67 5.67 5.6 6 4.33 5 5 4 5
5.29 6 6 5 5.4 5.67 6.33 5 6 6 5
5.57 5 5 6 5.6 5 5.33 6 5 5 5
5.29 5.67 5.33 6 5.6 5.67 5 6 5 6 6
6.14 6 5.83 5.33 5.2 6 5 5 6 5 6
5.43 5.33 5.33 5.33 5.2 5 5.33 5 6 5 6
5 5.33 5.17 5 4.8 5 5.33 6 5 5 6
4 4.67 5.83 6 5.4 5 5 6 6 5 5
5.43 5.67 5.67 5.33 6.2 5.67 6.33 6 5 6 5
5.43 5.67 5.17 5.33 5.2 5 5.67 5 6 5 6
5 5.33 5.5 5.33 5.4 5 4.67 6 5 6 5
4.86 5 5.5 5.33 5 5.67 5.33 6 5 5 6
5.14 5 5.67 5.33 5.2 5.33 5 5 6 6 5
4.43 5 5 5 4.8 5.33 5.67 6 5 5 5
5 5 5.33 5.67 5 4 5 6 5 5 5
5.14 4.67 5.17 4.33 5 4.67 5 5 4 4 5
5 5 5.17 4.67 5.2 4.67 5.67 5 6 5 5
5 5.33 5 5.33 5 4.67 5 5 5 6 6
5.14 5.67 4.67 4.67 5.2 6 5 6 5 5 6
5.43 5.33 5 4.67 5.2 5.67 5.67 6 5 6 5
4.86 4.67 4.67 5.33 5.2 5 5.67 5 5 5 5
5.14 5 5.33 5.33 5.4 4.67 5.33 6 5 5 6
5.29 5.33 4.83 5 5.6 5 4.67 6 5 5 6

58
5.14 5 5 5 5 5 5 5 5 6 5
5 5.33 4.5 5 5.4 5 5.33 6 5 6 5
5 4.67 4.83 4.67 4.6 4.67 5 5 5 5 6
5 4.67 5 5 4.4 5.33 5 5 5 5 6
4.43 4.33 4.83 5 5 4 5 5 5 6 6
5 5.33 5.17 5 5.2 5 5 5 6 5 6
4.86 4.33 5 5.67 5.2 5 5.33 5 5 5 6
4.86 5.33 5 5.67 4.8 5 5.33 5 6 5 6
5.14 5 5.33 4.67 4.4 6.33 4.67 5 6 5 6
5.57 5.67 5.83 5 6 5.67 5.33 5 6 5 5
5.43 5 5.17 5.33 5 6 6 6 5 5 6
5.86 5.67 5.33 6 5.2 5.33 6 5 6 5 6
5.29 5 5.67 5.33 5.2 6 5 6 6 5 6
5.29 4.33 5.17 5 5 5.67 6 5 6 5 6
5 5 5.17 5 4.4 4.33 4.33 5 5 6 5
5.29 5.33 5.5 5.33 5.6 5 4.67 5 6 5 5
5 4.67 4.33 5 5.2 5 5.67 5 6 6 5
4.71 5.33 5.17 5.33 5.2 5 4 6 5 5 5
5 4.67 5 5.33 5.2 4.67 5 5 5 6 5
5.43 5.67 5.17 5.33 4.8 5.33 5 6 5 6 5
5.86 4.67 5.17 5 5.2 5 4.67 6 5 5 6
5 5 5.33 4.33 5.2 5 5.33 6 5 5 6
5.14 5.67 5 5 5.2 5 5.33 4 5 5 4
5.71 5 5.67 5.33 5.2 4.67 5.33 6 6 5 6
5.14 5.33 5.5 5.67 5.6 5 5.33 5 6 6 5
4.86 4.67 5.5 4.67 5.2 5.33 5 5 6 6 5
6 6.33 6 6 6 6.33 5.67 6 5 6 7
4.57 4.67 5.33 4.33 4.6 4.33 5 6 5 6 6
4.43 5 5.17 5 5 5 5 5 6 6 5
5.43 5.33 5.17 5.33 5.2 6 5.33 6 5 6 6
5.14 5.67 5.17 5 5 5.33 5 5 5 6 6
6.71 7 6.5 6.33 6.4 6 6.67 7 7 7 7
5.29 5 5.5 5 5.6 5 5 5 5 6 5
5 4.67 5.17 5 5.2 5.33 5.33 5 6 5 6
5.29 4.67 5 5.33 5.2 5.33 5.67 6 5 5 6
5.71 5 5.5 5 5 5.33 5 5 6 5 5

59
 Customer Satisfaction Repurchasing Intention
CS 1 CS 2 CS 3 CS 4 CS 5 CS 6 RI 1 RI 2 RI 3 RI 4 RI 5
4 4 4 4 4 4 4 4 4 4 4
5 5 5 4 5 5 5 5 4 4 4
6 7 6 7 7 7 7 6 7 6 7
5 5 5 5 6 5 5 6 5 5 6
7 7 7 7 7 7 6 6 6 6 6
7 6 6 6 6 6 7 6 6 6 6
4 5 4 5 4 4 4 5 5 4 4
5 6 5 5 6 5 5 6 5 6 5
5 5 5 5 5 5 5 5 5 5 5
5 5 5 6 6 6 6 5 5 5 6
5 5 6 6 5 5 5 5 5 6 5
6 6 6 7 7 6 6 7 6 7 6
7 7 7 7 7 7 6 6 6 6 6
4 5 4 5 4 5 4 5 4 5 5
6 6 6 6 6 6 6 7 6 6 6
6 6 5 6 5 5 6 6 6 6 6
6 7 6 7 6 7 6 7 6 7 6
4 4 4 4 4 4 4 4 4 4 4
5 5 5 5 6 6 5 6 5 6 5
7 7 6 7 6 7 6 6 7 6 7
6 6 6 6 6 6 6 7 6 6 6
6 7 6 6 6 7 6 7 6 7 6
6 6 6 6 6 5 5 5 5 6 5
7 6 6 7 7 6 6 7 7 6 7
5 6 6 6 5 6 5 5 5 5 6
6 6 6 6 6 6 5 6 6 6 6
6 6 5 6 6 5 6 6 6 6 6
5 6 5 5 5 6 5 5 5 6 5
6 6 6 6 6 6 5 6 6 5 6
7 6 6 7 6 6 6 7 7 6 6
6 6 6 6 6 7 6 6 6 6 6
5 5 5 5 5 5 5 5 5 5 5
5 5 5 6 5 5 5 5 5 5 5
6 5 5 5 6 5 5 5 6 5 6
5 6 5 6 5 5 6 5 6 5 5
5 4 5 5 4 5 5 4 5 5 4
6 6 5 6 6 6 6 6 6 6 6
7 7 7 6 7 6 6 7 7 6 6

60
7 7 7 7 7 7 7 7 7 7 7
5 5 5 5 5 5 6 5 5 5 5
6 6 6 6 6 7 6 7 6 6 6
5 6 5 6 5 5 6 5 5 5 5
5 5 5 6 5 6 5 6 5 6 5
7 7 7 7 7 7 6 6 7 6 6
6 6 7 6 6 7 6 6 6 6 6
7 6 6 7 6 6 6 6 7 7 6
6 7 6 7 6 6 7 7 6 6 6
7 6 6 6 6 6 7 6 6 6 6
6 6 7 7 7 6 6 6 6 6 7
5 6 5 5 6 5 5 6 5 5 5
6 7 6 6 6 7 6 6 6 7 6
5 6 5 5 6 6 5 5 6 5 5
5 6 5 6 6 6 5 5 6 5 5
6 5 6 5 5 5 6 5 5 6 5
5 5 6 6 5 5 5 6 5 6 5
6 6 5 6 5 6 6 5 6 6 5
6 5 6 5 5 5 6 5 6 5 6
6 6 6 6 6 6 6 5 5 6 5
6 6 7 6 6 6 7 7 6 6 6
6 7 6 6 6 6 6 6 7 6 7
6 6 5 6 6 6 6 5 6 5 5
6 6 6 6 6 6 5 6 6 6 5
6 6 6 6 6 6 5 6 6 6 5
6 5 6 5 6 5 5 6 6 5 6
6 6 6 5 6 5 6 6 6 6 6
6 6 6 5 6 5 6 6 6 6 6
6 6 6 5 6 5 6 6 6 6 6
5 6 6 5 6 5 6 6 6 5 5
6 7 6 6 6 6 6 7 7 7 7
6 5 6 5 5 6 5 6 6 5 6
5 6 6 5 6 5 5 6 5 6 5
6 5 6 6 6 6 5 6 5 6 5
6 5 6 5 6 5 6 5 6 6 5
5 6 5 6 5 5 6 6 5 6 5
6 5 6 5 6 5 5 6 5 6 5
6 5 6 6 6 5 6 5 6 5 6
6 5 6 5 6 5 6 5 5 6 6
6 6 5 6 6 5 5 6 6 5 6

61
6 5 6 5 6 5 6 5 6 5 6
5 5 6 5 5 5 6 5 6 5 5
6 5 6 5 5 6 6 5 6 5 6
5 6 5 5 6 5 6 5 6 6 5
5 5 5 5 5 5 6 5 5 5 6
5 5 5 5 5 5 5 5 5 5 5
5 5 5 5 5 5 5 5 5 5 5
5 5 6 5 5 5 6 5 6 6 5
6 5 6 5 6 5 6 5 6 6 5
6 5 5 6 5 6 6 5 5 5 6
5 6 5 5 6 5 6 5 6 6 5
6 5 6 6 5 6 6 6 5 5 6
5 6 5 6 5 5 6 5 5 6 6
7 6 7 6 6 7 6 7 6 7 7
5 5 5 6 5 5 5 5 6 6 5
6 5 5 5 5 6 5 6 6 5 6
5 5 6 5 6 5 5 6 5 6 5
6 5 6 5 6 5 6 5 5 6 5
5 6 5 5 6 5 5 6 6 5 5
6 5 5 5 6 5 6 5 6 5 6
5 6 5 6 5 5 6 5 6 5 6
5 6 5 6 5 5 5 6 5 6 5
6 6 5 6 5 5 5 6 6 5 5
5 5 6 6 5 6 5 6 6 6 5
5 6 5 6 6 5 6 5 5 6 5
6 5 6 5 6 6 6 5 5 5 6
6 5 5 6 5 6 5 6 6 5 6
5 6 5 5 6 6 5 6 5 6 5
6 5 5 5 6 5 5 6 5 6 5
6 5 6 5 5 6 6 6 6 5 5
5 6 6 6 5 5 6 5 6 5 5
6 5 6 5 5 5 6 5 6 5 5
6 5 6 5 5 5 6 5 5 6 5
6 5 5 5 5 5 5 6 5 5 6
5 5 5 6 5 6 6 5 5 5 5
5 5 5 6 5 5 6 5 5 6 5
6 5 6 5 5 6 5 5 5 5 5
6 5 5 6 5 5 5 5 5 5 5
5 5 5 6 5 5 6 5 5 5 5
6 5 4 5 5 4 5 4 5 4 5

62
5 5 5 4 5 4 4 4 5 4 5
5 5 5 5 5 4 4 4 5 5 5
5 4 4 5 4 5 4 5 5 5 4
5 5 6 5 5 6 5 5 6 5 6
6 5 5 5 6 5 6 5 5 6 5
5 6 5 5 5 6 5 6 5 6 6
6 5 5 6 6 5 6 5 6 5 6
4 5 5 4 5 5 5 5 4 5 5
6 6 6 5 5 5 6 5 5 6 5
5 5 6 6 5 6 6 5 5 6 5
5 4 4 5 5 5 5 5 5 5 5
5 5 6 5 5 5 5 6 5 6 6
5 4 5 5 5 5 4 5 4 4 5
6 5 6 5 6 6 5 6 5 5 5
6 5 5 5 6 5 6 6 5 6 5
5 5 5 5 4 5 5 5 5 5 5
6 6 5 5 5 6 5 5 6 5 5
6 5 6 5 5 6 5 6 6 5 5
5 6 5 6 5 5 6 5 5 6 5
5 5 6 5 5 5 5 5 5 6 5
5 5 6 5 6 5 5 6 5 6 5
5 5 6 5 5 5 6 5 5 5 5
5 6 5 5 6 6 6 5 5 5 6
5 5 4 5 5 5 5 5 5 5 4
5 5 5 4 4 5 5 5 5 5 5
5 4 5 4 5 5 4 5 5 5 5
5 6 5 6 6 5 6 5 5 5 6
5 5 5 5 4 5 5 5 4 5 4
5 5 6 5 5 5 5 5 6 5 5
6 5 5 6 5 5 5 5 5 5 6
5 5 4 4 5 5 5 5 4 4 5
5 5 5 6 5 5 6 6 5 6 5
5 5 6 5 6 6 5 6 5 6 5
5 5 5 5 6 5 6 5 5 5 6
5 6 5 6 6 5 6 5 5 5 5
6 5 5 6 6 6 5 5 6 5 5
5 4 5 5 5 4 5 5 5 5 4
6 5 5 5 5 5 6 6 5 5 5
5 6 5 5 5 5 5 6 5 5 6
5 5 5 5 5 5 5 5 5 6 5

63
5 6 5 5 6 5 5 5 6 5 6
5 5 5 5 6 5 5 5 6 5 6
5 6 5 5 5 5 6 5 6 6 5
5 5 6 5 6 5 6 5 6 5 6
5 5 6 5 6 6 5 5 5 5 5
5 5 4 5 5 5 5 5 5 5 5
6 5 6 6 6 6 6 6 5 6 6
6 6 6 6 5 6 6 5 6 5 6
6 5 5 5 6 5 5 6 5 5 6
5 6 5 5 6 5 6 5 6 5 5
6 5 5 6 6 6 5 5 6 6 6
6 6 6 5 6 5 5 6 5 5 6
5 6 5 6 5 5 6 6 5 6 5
5 6 5 5 5 6 5 6 6 5 5
6 5 5 6 5 5 5 5 6 5 6
5 6 5 6 6 5 5 6 5 5 6
6 5 5 5 6 5 6 5 5 5 5
5 5 5 5 4 5 4 5 4 5 5
5 4 5 5 4 4 4 4 4 4 4
5 5 5 5 5 5 5 5 5 5 5
5 5 5 5 5 5 5 5 5 5 5
5 6 5 6 6 6 6 5 6 5 6
6 5 6 6 5 6 6 5 6 6 5
5 5 5 5 5 4 5 5 5 4 5
5 5 5 4 5 4 5 5 5 5 5
5 5 4 5 4 4 5 4 4 5 4
5 6 6 5 6 5 6 6 6 6 6
6 5 6 5 5 5 5 6 5 5 6
5 5 5 6 5 5 5 5 5 5 5
5 5 6 5 5 5 5 6 5 6 5
5 4 5 5 4 5 4 5 5 4 5
5 5 5 5 5 5 5 5 6 5 5
5 5 5 5 5 5 5 6 5 5 5
5 5 5 5 5 6 5 5 5 5 5
5 6 5 5 5 5 6 5 5 5 5
5 6 6 5 6 5 5 6 5 5 5
6 5 5 5 5 5 5 5 5 5 5
5 4 5 5 5 5 5 5 5 5 4
5 4 5 5 4 5 5 5 5 5 4
6 5 5 5 5 5 6 5 6 5 6

64
6 5 6 6 6 5 6 6 6 5 6
7 6 7 7 6 7 6 7 7 6 7
5 5 6 6 6 5 5 6 6 5 6
6 5 6 6 6 6 5 6 6 6 6
5 6 5 5 5 5 6 5 6 6 5
5 5 5 5 5 6 6 5 5 5 5
6 5 6 6 6 6 6 5 6 6 5
4 4 5 5 5 5 4 5 5 4 5
5 5 6 5 6 5 5 6 6 5 6
6 5 6 5 6 5 5 6 5 5 6
6 6 6 5 6 5 5 6 6 5 6
5 6 6 5 6 6 6 5 6 6 5
6 5 5 5 6 5 6 6 7 6 6
6 5 5 6 5 5 6 6 6 6 6
5 6 6 6 6 6 6 7 6 7 6
6 6 5 5 5 5 6 5 5 5 5
6 5 5 6 5 5 5 5 5 5 6
5 6 5 6 5 6 6 5 5 5 5
6 5 5 6 6 6 6 6 5 5 5
6 5 6 6 6 5 6 5 5 5 5
5 6 6 5 5 5 6 5 5 6 5
6 5 5 5 6 5 5 5 5 5 5
6 5 6 5 6 5 6 5 5 6 5
6 5 5 6 6 5 6 5 5 6 5
5 5 5 5 5 5 6 5 5 6 5
5 5 6 5 5 6 6 6 5 6 6
6 5 6 5 5 6 5 6 5 6 5
6 5 5 6 6 6 5 6 6 5 6
6 5 5 6 5 6 6 5 5 6 5
5 5 4 5 5 5 5 4 5 5 5
5 6 5 5 6 5 5 5 6 6 5
6 5 5 5 6 5 5 5 5 6 5
6 5 5 6 5 5 6 5 5 6 5
6 6 5 6 5 5 6 5 5 5 5
6 5 6 5 6 6 6 5 6 5 6
6 5 5 5 6 6 5 6 5 6 5
5 6 5 5 6 6 5 5 6 5 6
5 6 5 5 6 6 5 6 5 6 5
5 5 6 5 5 5 6 5 5 5 5
5 5 5 6 5 6 5 5 6 5 6

65
5 5 5 5 5 6 5 5 5 5 5
5 5 5 6 5 6 6 5 5 6 5
6 5 5 6 6 6 5 6 6 5 5
6 5 6 5 5 5 5 6 6 5 6
6 6 5 5 5 5 5 6 5 5 6
5 5 6 5 5 5 6 5 5 5 6
5 5 6 5 6 5 5 6 5 6 5
6 5 5 5 6 5 6 6 5 6 6
6 5 6 6 5 5 6 5 5 6 6
6 5 6 5 6 6 6 6 5 5 5
6 5 6 5 5 6 6 5 6 5 6
5 5 5 6 5 6 5 6 6 6 5
6 5 6 6 5 5 6 5 5 6 5
5 6 5 6 6 5 5 5 6 6 5
5 5 5 5 5 5 6 5 6 5 6
5 6 5 6 5 5 5 5 5 5 5
6 5 6 5 6 5 6 5 5 5 6
5 5 5 6 6 5 6 5 5 5 6
5 5 5 5 5 5 5 5 5 5 5
5 5 5 5 5 5 5 5 5 5 5
6 5 6 5 6 6 6 6 6 5 6
6 5 6 6 6 5 5 6 6 5 6
5 6 6 6 6 6 6 7 6 7 6
6 6 6 6 6 7 6 6 6 6 6
5 6 5 5 6 5 5 5 6 5 5
6 5 6 6 5 5 6 5 6 6 6
5 6 5 5 6 5 6 5 6 5 5
6 5 6 5 5 6 6 5 6 5 6
7 7 7 7 6 6 7 7 6 7 7
5 6 5 5 6 5 5 6 5 6 6
6 5 6 5 5 6 6 5 6 6 5
5 6 5 5 5 6 5 5 6 6 5
6 5 6 5 5 6 5 5 6 6 6

66
 Appendix 4a KMO and Bartlett's Test

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .947

Approx. Chi-Square 2189.344

Bartlett's Test of Sphericity df 91

Sig. .000

Sources : SPSS ver. 22 Output

Appendix 4b Communalities

Communalities

Initial Extraction

ESQ1 1.000 .770

ESQ2 1.000 .713
ESQ3 1.000 .769
ESQ4 1.000 .680
ESQ5 1.000 .789
ESQ6 1.000 .710
ESQ7 1.000 .691
CPV1 1.000 .848
CPV4 1.000 .677
CS2 1.000 .648
CS4 1.000 .688
CS5 1.000 .554
RI2 1.000 .646
RI4 1.000 .803

Extraction Method: Principal

Component Analysis.

Sources: SPSS ver. 22 Output

67
 Appendix 4c Total Variance Explained

Total Variance Explained

Component Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total % of Variance Cumulative % Total % of Variance Cumulative % Total % of Variance Cumulative %

1 7.462 53.303 53.303 7.462 53.303 53.303 4.098 29.273 29.273

2 1.154 8.242 61.546 1.154 8.242 61.546 2.302 16.444 45.717
3 .723 5.167 66.713 .723 5.167 66.713 1.859 13.279 58.996
4 .646 4.613 71.326 .646 4.613 71.326 1.726 12.330 71.326
5 .603 4.304 75.630
6 .559 3.995 79.624
7 .521 3.721 83.346
8 .446 3.185 86.531
9 .438 3.127 89.658
10 .386 2.754 92.412
11 .307 2.192 94.603
12 .296 2.116 96.720
13 .240 1.718 98.437
14 .219 1.563 100.000

Extraction Method: Principal Component Analysis.

Sources: SPSS ver. 22 Output

68
 Appendix 4d Rotated Component Matrix

Rotated Component Matrixa

Component

1 2 3 4

ESQ5 .806
ESQ7 .740
ESQ6 .726
ESQ2 .719
ESQ3 .715
ESQ1 .690
ESQ4 .640
CS4 .732
CS2 .643
CS5 .492
CPV1 .851
CPV4 .617
RI4 .801
RI2 .591

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 13 iterations.

Sources: SPSS ver. 22 Output

Appendix 4e Reliability Test of E-Service Quality

Reliability Statistics

Cronbach's Cronbach's N of Items

Alpha Alpha Based on
Standardized
Items

.917 .919 7

Sources: SPSS ver. 22 Output

69
Appendix 4f Reliability Test of Customer Perceived Value

Reliability Statistics

Cronbach's Cronbach's N of Items

Alpha Alpha Based on
Standardized
Items

.708 .708 2

Sources: SPSS ver.22 Output

Appendix 4g Reliability Test of Customer Satisfaction

Reliability Statistics

Cronbach's Cronbach's N of Items

Alpha Alpha Based on
Standardized
Items

.740 .740 3

Sources: SPSS ver. 22 Output

Appendix 4h Reliability Test of Repurchasing Intention

Reliability Statistics

Cronbach's Cronbach's N of Items

Alpha Alpha Based on
Standardized
Items

.707 .707 2

Sources: SPSS ver. 22 Output

70
 Appendix 4i Result of Model Fit SEM

Indicators Cut Off Value Result Evaluation

X2 - Chi Square P ≤ 0.05 ,000 Significant
CMIN/DF CMIN < 5 1,767 Good Fit
GFI GFI ≥ 0.9 ,936 Good Fit
AGFI AGFI ≥ 0.9 ,908 Good Fit
RMSEA 0.05 ≤ RMSEA ≤ 0.08 ,053 Marginal Fit
CFI CFI ≥ 0.9 ,974 Good Fit
TLI TLI ≥ 0.9 ,967 Good Fit
IFI IFI ≥ 0.9 ,974 Good Fit

Sources: AMOS ver. 23 Output

Appendix 4j Structural Equation Model

Sources: AMOS ver. 23 Output

71
Appendix 4k Squared Multiple Correlation

Sources: AMOS ver. 23 Output

72
 Appendix 4l Hypothesis Testing

Sources: AMOS ver. 23 Output

Appendix 4m Standardized Regression Weights

Sources: AMOS ver. 23 Output

73
 TABLES AND FIGURES

Figure 1. 1
Traffic Overview Sociolla Website

Source : Sociolla.com Analytics – Market Share Stats & Traffic Overview

2018

74
 Figure 3. 2
Theoretical Framework

Customer
Perceived value
H1 H3

E-service H2 Customer H4 Repurchasing

Quality Satisfaction Intention

Source : Constructed by Researcher

Table 3.1
Operational Definition of Variables

Variable Dimension Original Adjusted Source

Question Question
Efficiency This site makes it "Sociolla" makes
easy to find what it easy to find
I need what I need

It makes it easy to It makes it easy

get anywhere on to get anywhere
the site on "Sociolla"
(Kemény
E-Service It enables me to It enables me to et al.,
Quality complete a complete a 2016)
transaction transaction
quickly quickly

It loads its pages “Sociolla” loads

fast its pages fast

This site is simple "Sociolla" is

to use simple to use

75
 This site enables "Sociolla" design
me to get on to it enables me to
quickly deal with it
quickly
This site is well "Sociolla" is
organized well organized

System This site is "Sociolla" is

Availability always available always available
for business for business

This site does not "Sociolla" does

crash not crash

Pages at this site Pages at

do not freeze after "Sociolla" do not
I enter my order freeze after I
information enter my order
information

Fulfillment It delivers orders “Sociolla”

when promised delivers order
when promised
This site makes "Sociolla" makes
items available items available
for delivery for delivery
within a suitable within a suitable
time frame time frame

It quickly delivers "Sociolla"

what I order quickly delivers
what I order

It has in stock the It has in stock

items the the items the
company claims company claims
to have to have

It is truthful about It is truthful

its offerings about its
offerings

76
 It makes accurate "Sociolla" makes
promises about accurate
delivery of promises about
products delivery of
products

Privacy It protects "Sociolla"

information about protects
my Web- information
shopping about my Web-
behavior shopping
behavior

It does not share "Sociolla" does

my personal not share my
information with personal
other sites information with
other sites

This site protects "Sociolla"

information about protects
my credit card information
about my credit
card

Responsiveness It provides me "Sociolla"

with convenient provides me with
options for convenient
returning items options for
returning items

This site handles "Sociolla"

product returns handles product
well returns well

This site offers a "Sociolla" offers

meaningful a meaningful
guarantee guarantee

It tells me what to "Sociolla" tells

do if my me what to do if

77
 transaction is not my transaction is
processed not processed

It takes care of "Sociolla" takes

problems care of problems
promptly promptly

Compensation This site "Sociolla"

compensates me compensates me
for problems it for problems it
creates creates

It compensates "Sociolla"
me when what I compensates me
ordered doesn’t when what I
arrive on time ordered doesn't
arrive on time

It picks up items I "Sociolla" picks

want to return up items I want
from my home or to return from
business my home or
business
Contact This site provides "Sociolla"
a telephone provides a
number to reach telephone
the company number to reach
the company

This site has "Sociolla" has

customer service customer service
representatives\av representatives/a
ailable online vailable online

It offers the It offers the

ability to speak to ability to speak
a live person if to a live person
there is a problem if there is a
problem

78
 The product The product
offered by this offered by
website is a good "Sociolla" is a
value for the good value for
money the money

The price that I The price that I

pay for the pay for the
product is product is
Customer (Wen et
worthwhile worthwhile
Perceived al., 2016)
Value
I would consider I would consider
the product to be the product to be
a good buy a good buy

The goods I The goods I

purchase from purchase from
this site are worth "Sociolla" are
every cent worth every cent

I am satisfied I am satisfied
with product with the product
range offered by range offered by
online retailers "Sociolla"

I am satisfied I am satisfied
with the quality with the quality
of products of products
offered online offered by
"Sociolla" (Tandon
Customer et al.,
Satisfaction 2017)
I would continue I would continue
to purchase to purchase
products online products in
"Sociolla"

I recommend I recommend
online shopping "Sociolla" to
websites to other other people
people

79
 Products Products
purchased online purchased in
have measured up "Sociolla
to my measured up to
expectations. my expectation

I am satisfied I am satisfied
with the way with the way
online retailers "Sociolla" carry
carry out out transactions
transactions

I consider this I consider

website as my "Sociolla" as my
first choice first choice

I would like to I would like to

visit this website visit "Sociolla"
again in the again in the
future. future

Given the chance, Given the

I intend to use chance, I intend
Repurchase this website to use "Sociolla" (Aren et
Intention al., 2013)
I will repurchase I will repurchase
other other
products/services products/services
at this website at "Sociolla"

Given the chance, Given the

I predict that I chance, I predict
should use this that I should
website in the
future

Sources: Constructed by Researcher

80
 Table 4. 1
Respondent’s Profile

Description of the Characteristic of Respondents Quantity Percentage

Male 0 0%
Gender
Female 271 100%

Knowledge (Do you know Yes 271 100%

“Sociolla”?) No 0 0%
Experience (Have you Yes 271 100%
ever bought a product
No 0 0%
from “Sociolla”?)
<20 20 7.4%
Age 21-30 247 91.1%
>30 4 1.5%
Senior High School 10 3.7%
Diploma 55 20.3%
Level of Education
Bachelor 202 74.5%
Master 4 1.5%
Student 156 57.6%
Employee 72 26.6%
Occupation
Entrepreneur 28 10.3%
Others 15 5.5%
<Rp.500.000 197 72.7%
Monthly Expenses for Rp.500.000 – 68 25.1%
Beauty Product Rp.1.000.000
>Rp.1.000.000 6 2.2%
Sources: Constructed by Researcher

81
 Table 4. 2
E-Service Quality Data Summary

1 2 3 4 5 6 7
Question F F F F F F F
% % % % % % %
"Sociolla" makes it easy to 0 0 4 31 90 132 14
find what I need
0% 0% 1.5% 11.4% 33.2% 48.7% 5.2%

It makes it easy to get 0 0 6 64 135 55 11

anywhere on "Sociolla"
0% 0% 2.2% 23.6% 49.8% 20.3% 4.1%

Information at "Sociolla" is 0 2 10 73 91 80 15
well organized
0% 0.7% 3.7% 26.9% 33.6% 29.5% 5.5%

It enables me to complete a 0 2 6 57 129 67 10

transaction quickly
0% 0.7% 2.2% 21% 47.6% 24.7% 3.7%

"Sociolla" is simple to use 0 0 9 49 108 85 20

0% 0% 3.3% 18.1% 39.9% 31.4% 7.4%

"Sociolla" design enables 0 0 9 60 105 74 23

me to deal with it quickly
0% 0% 3.3% 22.1% 38.7% 27.3% 8.5%

"Sociolla" is well organized 0 0 4 52 103 94 18

0% 0% 1.5% 19.2% 38% 34.7% 6.6%

"Sociolla" is always 0 0 7 55 122 77 10

available for business
0% 0% 2.6% 20.3% 45% 28.4% 3.7%

82
"Sociolla" does not crash 0 1 8 48 126 76 12
0% 0.4% 3% 17.7% 46.5% 28% 4.4%

Pages at "Sociolla" do not 0 0 7 61 112 75 16

freeze after I enter my order
0% 0% 2.6% 22.5% 41.3% 27.7% 5.9%
information
It delivers order when 0 1 4 52 112 82 20
promised
0% 0.4% 1.5% 19.2% 41.3% 30.3% 7.4%

"Sociolla" makes items 0 0 5 52 108 91 15

available for delivery
0% 0% 1.8% 19.2% 39.9% 33.6% 5.5%
within a suitable time
frame
"Sociolla" quickly delivers 0 0 6 53 122 74 16
what I order
0% 0% 2.2% 19.6% 45% 27.3% 5.9%

It has in stock the items the 0 1 7 53 120 77 13

company claims to have
0% 0.4% 2.6% 19.6% 44.3% 28.4% 4.8%

It is truthful about its 0 0 3 51 123 72 22

offerings
0% 0% 1.1% 18.8% 45.4% 26.6% 8.1%

"Sociolla" makes accurate 0 0 4 52 115 87 13

promises about delivery of
0% 0% 1.5% 19.2% 42.4% 32.1% 4.8%
products
"Sociolla" protects 0 0 3 53 109 92 14
information about my Web-
0% 0% 1.1% 19.6% 40.2% 33.9% 5.2%
shopping behavior
"Sociolla" does not share 0 0 6 39 122 85 19
my personal information
0% 0% 2.2% 14.4% 45% 31.4% 7%
with other sites

83
"Sociolla" protects 0 0 5 57 114 83 12
information about my credit
0% 0% 1.8% 21% 42.1% 30.6% 4.4%
card
"Sociolla" provides me with 0 1 6 53 114 85 12
convenient options for
0% 0.4% 2.2% 19.6% 42.1% 31.4% 4.4%
returning items
"Sociolla" handles product 0 1 5 64 111 79 11
returns well
0% 0.4% 1.8% 23.6% 41% 29.2% 4.1%

"Sociolla" offers a 0 0 6 59 120 77 9

meaningful guarantee
0% 0% 2.2% 21.8% 44.3% 28.4% 3.3%

"Sociolla" tells me what to 0 0 8 72 117 64 10

do if my transaction is not
0% 0% 3% 26.6% 43.2% 23.6% 3.7%
processed
"Sociolla" takes care of 0 1 6 46 112 95 11
problems promptly
0% 0.4% 2.2% 17% 41.3% 35.1% 4.1%

"Sociolla" compensates me 0 1 3 52 119 82 14

for problems it creates
0% 0.4% 1.1% 19.2% 43.9% 30.3% 5.2%

"Sociolla" compensates me 0 1 7 58 122 74 9

when what I ordered doesn't
0% 0.4% 2.6% 21.4% 45% 27.3% 3.3%
arrive on time
"Sociolla" picks up items I 0 1 7 58 122 77 6
want to return from my
0% 0.4% 2.6% 21.4% 45% 28.4% 2.2%
home or business
"Sociolla" provides a 0 0 7 45 115 82 22
telephone number to reach
0% 0% 2.6% 16.6% 42.4% 30.3% 8.1%
the company
"Sociolla" has customer 0 0 5 45 114 87 20
service
0% 0% 1.8% 16.6% 42.1% 32.1% 7.4%
representatives/available
online

84
It offers the ability to speak 0 1 6 59 113 74 18
to a live person if there is a
0% 0.4% 2.2% 21.8% 41.7% 27.3% 6.6%
problem
1 = Strongly Disagree 2 = Disagree 3 = Somewhat Disagree 4 = Neutral
5 =Somewhat Agree 6 = Agree 7 = Strongly Agree
Sources: Constructed by Researcher

Table 4. 3
Customer Perceived Value Data Summary

1 2 3 4 5 6 7
Question F F F F F F F
% % % % % % %
The product offered by 0 0 1 22 131 103 14
"Sociolla" is a good value
0% 0% 0.4% 8.1% 48.3% 38% 5.2%
for the money
The goods I purchase from 0 0 3 41 103 107 17
"Sociolla" are worth every
0% 0% 1.1% 15.1% 38% 39.5% 6.3%
cent
1 = Strongly Disagree 2 = Disagree 3 = Somewhat Disagree 4 = Neutral
5 =Somewhat Agree 6 = Agree 7 = Strongly Agree
Sources: Contructed by Researcher

85
 Table 4. 4
Customer Satisfaction Data Summary

1 2 3 4 5 6 7
Question F F F F F F F
% % % % % % %
I am satisfied with the 0 0 1 54 113 84 19
quality of products offered
0% 0% 0.4% 19.9% 41.7% 31% 7%
by "Sociolla"
I recommend "Sociolla" to 0 0 6 50 115 78 22
other people
0% 0% 2.2% 18.5% 42.4% 28.8% 8.1%

Products purchased in 0 0 2 51 102 99 17

"Sociolla measured up to my
0% 0% 0.7% 18.8% 37.6% 36.5% 6.3%
expectation
1 = Strongly Disagree 2 = Disagree 3 = Somewhat Disagree 4 = Neutral
5 =Somewhat Agree 6 = Agree 7 = Strongly Agree
Sources: Constructed by Researcher

86
 Table 4. 5
Repurchasing Intention Data Summary

1 2 3 4 5 6 7
Question F F F F F F F
% % % % % % %
I would like to visit 0 2 4 61 111 75 18
"Sociolla" again in the
0% 0.7% 1.5% 22.5% 41% 27.7% 6.6%
future
I will repurchase other 0 0 6 48 116 84 17
products/services at
0% 0% 2.2% 17.7% 42.8% 31% 6.3%
"Sociolla"
1 = Strongly Disagree 2 = Disagree 3 = Somewhat Disagree 4 = Neutral
5 =Somewhat Agree 6 = Agree 7 = Strongly Agree
Sources: Sources by Researcher

87