THE INFLUENCE OF ELECTRONIC SERVICE QUALITY,ELECTRONIC SATISFACTION AND ELECTRONIC TRUST ON ELECTRONIC WORLD OF MOUTH A STUDY ON THE CONSUMERS OF MARKETPLACE IN SURABAYA

Purwanto, Nuri and Budiyanto, Budiyanto and Suhermin, Suhermin THE INFLUENCE OF ELECTRONIC SERVICE QUALITY,ELECTRONIC SATISFACTION AND ELECTRONIC TRUST ON ELECTRONIC WORLD OF MOUTH A STUDY ON THE CONSUMERS OF MARKETPLACE IN SURABAYA. International Journal of Scientific and Research Publications (IJSRP). ISSN 2250-3153 (Unpublished)

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Abstract

This study aims to examine and explain the influence of electronic service quality, electronic satisfaction, and electronic trust on electronic word of mouth (e-WOM) on the consumers of the marketplace in Surabaya. The quantitative (positivist) approach was used in this study to examine and explain the influence of electronic service quality on e-WOM that was mediated by electronic trust and electronic satisfaction. The questionnaire was the main instrument for collecting primary data. The variables were researched quantitatively. The data analysis used was SEM analysis based on Partial Least Square (PLS). The population was the consumers who had bought products online through the marketplace with a total of 200 respondents. The findings showed that there was a significant positive influence of electronic service quality on electronic satisfaction and electronic trust. However, there was a significant negative influence of electronic service quality on electronic word of mouth (e-WOM). There was also a significant negative influence of electronic satisfaction on e-WOM. Besides, electronic satisfaction is not positively significant to mediate the relationship between electronic service quality and electronic word of mouth. Electronic trust was positively significant to affect electronic e-WOM. The last, electronic trust was positively significant to mediate the relationship between electronic service quality and electronic word of mouth.

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