The Measurement of Consumers’ Purchase Intention in E-commerce by Electronic Service Quality: Mediation Test of E-satisfaction and E-trust

As a result of the constantly changing digital environment, people change in terms of running a business or purchasing products. Customers can grab what they want easily because online transactions reduce or remove the distance barrier, making them more comfortable purchasing the products online. This study investigates several factors that affect customers’ intention to purchase: E-service quality as the main factor, e-satisfaction and e-trust. This research employs a quantitative descriptive approach by surveying 150 respondents across Indonesia who have connected to the internet and regularly make online purchases through Indonesian e-commerce named Shopee, Lazada and Tokopedia. The result of this study affirmed that e-service quality has a direct and significant influence on e-satisfaction, e-trust and purchase intention, respectively. E-trust was also found to directly and significantly influence purchase intention and mediate the relationship between e-service quality and purchase intention. However, e-satisfaction does not directly and significantly influence purchase intention or mediate the relationship between e-service quality and purchase intention.