The Effect of Mobile Shopping Service Quality on Customer Satisfaction and Customer Loyalty: A Case of Bukalapak in Indonesia

Fadhilah Rahadatul Aisy* -  Faculty of Economics and Business, Telkom University, Indonesia
Adhi Prasetio -  Faculty of Economics and Business, Telkom University, Indonesia
DOI : 10.22515/shirkah.v9i3.653

Bukalapak's position as the fifth-ranked e-commerce platform suggests a decrease in the number of visitors, which may be attributed to factors such as customer satisfaction. To address this, it is crucial to focus on mobile shopping service quality, customer satisfaction, and customer loyalty to retain and attract more users. This study aims to examine the effect of mobile shopping service quality on customer satisfaction and loyalty among Bukalapak users in Indonesia. The research employed a quantitative approach, utilizing a causal research design. Data was collected through questionnaires distributed to at least 400 respondents who have used or are currently using the Bukalapak. The data was analyzed using Structural Equation Modeling (SEM) in SPSS 29 as well as the AMOS 26 program. The analysis reveals that mobile shopping service quality has a significant and positive effect on customer satisfaction. Furthermore, customer satisfaction significantly affects customer loyalty. However, the effect of mobile shopping service quality on customer loyalty is positive but not significant. Factors such as efficiency, fulfillment, responsiveness, and contact demonstrate a significant and positive relationship with both customer satisfaction and loyalty.

Keywords : M-commerce; E-commerce; Mobile Shopping Service Quality; Customer Loyalty; Customer Satisfaction

  1. Aditya, M. D., Saidani, B., & Febrilia, I. (2021). Pengaruh service quality dan trust terhadap customer loyalty dengan customer satisfaction sebagai intervening pada Aplikasi Jasa Kesehatan X. Jurnal Bisnis Manajemen Dan Keuangan, 2(3), 844-858. https://journal.unj.ac.id/unj/index.php/jbmk/article/view/30159
  2. Ahdiat, A. (2022, October 27). Nilai Ekonomi Digital Indonesia Berdasarkan Sektor (2022). Databoks. https://databoks.katadata.co.id/datapublish/2022/10/27/ini-nilai-ekonomi-digital-indonesia-tahun-2022-menurut-google
  3. Andini, E. C. (2022). Pengaruh mobile shopping service quality terhadap loyalitas pelanggan dimediasi oleh kepuasan pelanggan mobile site Tokopedia di Kota Yogyakarta. Jembatan : Jurnal Ilmiah Manajemen, 19(2), 239–250. https://doi.org/10.29259/jmbt.v19i2.17507
  4. Balapour, A., Nikkhah, H. R., & Sabherwal, R. (2020). Mobile application security: Role of perceived privacy as the predictor of security perceptions. International Journal of Information Management, 52, 102063. https://doi.org/10.1016/j.ijinfomgt.2019.102063
  5. Berliana, M., & Zulestiana, D. A. (2020). Pengaruh E-Service Quality terhadap Customer Satisfaction dan Loyalty pada Pengguna Gopay di Indonesia. REMIK: Riset dan E-Jurnal Manajemen Informatika Komputer, 4(2), 223-229. https://doi.org/10.33395/remik.v4i2.10532
  6. Candiwan, C., & Wibisono, C. (2021). Analysis of the influence of website quality to customer’s loyalty on e-commerce. International Journal of Electronic Commerce Studies, 12(1), 83. https://doi.org/10.7903/ijecs.1892
  7. Chopdar, P. K., & Sivakumar, V. J. (2019). Understanding continuance usage of mobile shopping applications in India: the role of espoused cultural values and perceived risk. Behaviour & Information Technology, 38(1), 42-64. https://doi.org/10.1080/0144929X.2018.1513563
  8. de Canio, F., Fuentes-Blasco, M., & Martinelli, E. (2022). Extrinsic motivations behind mobile shopping: what drives regular and occasional shoppers?. International Journal of Retail & Distribution Management, 50(8/9), 962-980. https://doi.org/10.1108/IJRDM-10-2021-0489
  9. Dharaman, K., & Che Razak, R. (2020). The mediating role of commitment in the relationship between mobile service quality and mobile shopping customer loyalty in Malaysia. Journal of Entrepreneurship and Business, 8(2), 82-94. https://doi.org/10.17687/JEB.0802.07
  10. Dumanska, I., Prusakova, O., & Lozynska, A. (2021). E-commerce and m-commerce as a form of modern trading and their impact on economic development in the world during COVID-19 Pandemic. Advances in Intelligent Systems and Computing, 1252, 70–80. https://doi.org/10.37394/232015.2021.17.38
  11. Firmansyah, I., & Mahfudz, M. (2023). The effect of e-service quality and brand image on customer loyalty with customer satisfaction as a mediation variable. Journal of Business Social and Technology, 4(2), 163-173. https://doi.org/10.59261/jbt.v4i2.151
  12. Hair, J., Black, W., Babin, B., & Anderson, R. (2019). Multivariate data analysis: A global perspective. Pearson Education, Inc.
  13. Hair Jr, J. F., Black, W., Babin, B., & Anderson, R. E. (2010). Multivariate data analysis: A global perspective (7 th edition). Pearson Education, Inc.
  14. Hoh, P. Y., Loo, S. J., Tan, G. W. H., Lee, V. H., Aw, E. C. X., Cham, T. H., & Ooi, K. B. (2022). Understanding valences in mobile grocery shopping: do consumers’ characteristics matter?. Journal of Computer Information Systems, 63(4), 1-14. https://doi.org/10.1080/08874417.2022.2103855
  15. Indrawati. (2015). Metode penelitian manajemen dan bisnis : Konvergensi teknologi komunikasi dan informasi. PT. Refika Aditama.
  16. Khatoon, S., Zhengliang, X., & Hussain, H. (2020). The mediating effect of customer satisfaction on the relationship between electronic banking service quality and customer purchase intention: Evidence from the Qatar banking sector. SAGE Open, 10(2). https://doi.org/10.1177/2158244020935887
  17. Kilimci, Z. H. (2022). Prediction of user loyalty in mobile applications using deep contextualized word representations. Journal of Information and Telecommunication, 6(1), 43-62. https://doi.org/10.1080/24751839.2021.1981684
  18. Kotler, P. (2015). Manajemen pemasaran edisi milenium. Prenhallindo.
  19. Kotler, P., & Keller, L. K. (2016). Marketing management (15th Edition). Pearson Pretice Hall, Inc.
  20. Lin, H. H., & Wang, Y. S. (2006). An examination of the determinants of customer loyalty in mobile commerce contexts. Information & Management, 43(3), 271–282. https://doi.org/10.1016/j.im.2005.08.001
  21. Majeed, M., Asare, C., Fatawu, A., & Abubakari, A. (2022). An analysis of the effects of customer satisfaction and engagement on social media on repurchase intention in the hospitality industry. Cogent Business & Management, 9(1), 2028331. https://doi.org/10.1080/23311975.2022.2028331
  22. McLean, G., Osei-Frimpong, K., Al-Nabhani, K., & Marriott, H. (2020). Examining consumer attitudes towards retailers'm-commerce mobile applications–An initial adoption vs. continuous use perspective. Journal of Business Research, 106, 139-157. https://doi.org/10.1016/j.jbusres.2019.08.032
  23. Mulyono, R. A., & Pasaribu, L. H. (2021). The impact of mobile service quality and brand image on customer loyalty. Enrichment: Journal of Management, 12(1), 1-7. https://doi.org/10.35335/enrichment.v12i1.141
  24. Omar, S., Mohsen, K., Tsimonis, G., Oozeerally, A., & Hsu, J.-H. (2021). M-commerce: The nexus between mobile shopping service quality and loyalty. Journal of Retailing and Consumer Services, 60, 102468. https://doi.org/10.1016/j.jretconser.2021.102468
  25. Oppong, E., Hinson, R. E., Adeola, O., Muritala, O., & Kosiba, J. P. (2021). The effect of mobile health service quality on user satisfaction and continual usage. Total Quality Management & Business Excellence, 32(1–2), 177–198. https://doi.org/10.1080/14783363.2018.1541734
  26. Prasetio, A., Ashier, M., Hutahaean, J., Simarmata, J., Samosir, R. S., Nugraha, H., Jamaludin, J., Harmayani, H., Putra, S. H., & Irdawati, I. (2021). Konsep Dasar E-Commerce. Yayasan Kita Menulis.
  27. Pratama, I. (2015). E-Commerce, e-business, dan mobile commerce berbasiskan open sourcce. Informatika.
  28. Risanty, R., Kesuma, S. A., Agustrisna, J., & Bilqis, M. H. (2021). An empirical look at the effect of service quality on online shopping customer satisfaction in Indonesia. Jurnal Perspektif Pembiayaan Dan Pembangunan Daerah, 9(4), 321–330. https://doi.org/10.22437/ppd.v9i4.11044
  29. Saragih, M. G. (2019). Pengaruh e-service quality terhadap e-loyalty melalui e-satisfaction (studi pada pelanggan toko online Shopee di kota Medan). Jurnal Mantik Penusa, 3(1), 190-195. https://ejournal.iocscience.org/index.php/mantik/article/view/141/96
  30. Sari, P. K., & Prasetio, A. (2018). Customer awareness towards digital certificate on e-commerce: does it affect purchase decision? 2018 Third International Conference on Informatics and Computing (ICIC), 1–4. https://doi.org/10.1109/IAC.2018.8780519
  31. Sheu, P. L., & Chang, S. C. (2022). Relationship of service quality dimensions, customer satisfaction and loyalty in e-commerce: a case study of the Shopee App. Applied Economics, 54(40), 4597-4607. https://doi.org/10.1080/00036846.2021.1980198
  32. Sinemus, K., Zielke, S., & Dobbelstein, T. (2022). Shopping app features: their impact on customer satisfaction and loyalty. The International Review of Retail, Distribution and Consumer Research, 32(4), 423-449. https://doi.org/10.1080/09593969.2022.2109189
  33. Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta,
  34. Tran, L. T. T. (2021). Managing the effectiveness of e-commerce platforms in a pandemic. Journal of Retailing and Consumer Services, 58, 102287. https://doi.org/10.1016/j.jretconser.2020.102287
  35. Wattoo, M. U., & Iqbal, S. M. J. (2022). Unhiding nexus between service quality, customer satisfaction, complaints, and loyalty in online shopping environment in Pakistan. Sage Open, 12(2). https://doi.org/10.1177/21582440221097920
  36. Zhou, T., Lu, Y., & Wang, B. (2010). Integrating TTF and UTAUT to explain mobile banking user adoption. Computers in Human Behavior, 26(4), 760–767. https://doi.org/10.1016/j.chb.2010.01.013

Shirkah: Journal of Economics and Business
Published by Faculty of Islamic Economics and Business (FEBI)
Institut Agama Islam Negeri Surakarta, Indonesia
Jln. Pandawa No. 1, Pucangan, Kartasura, Central Java, Indonesia, 57168
Phone: +62271-781516
Website: http://shirkah.or.id/new-ojs/index.php/home
Email: shirkahiainsurakarta@gmail.com

P-ISSN :2503-4235 | E-ISSN : 2503-4243

This ejournal system and it's contents licensed under
a Creative Commons Attribution-NonCommercial 4.0 International License