PERAN KETERLIBATAN PRODUK DALAM MEMODERASI HUBUNGAN ANTARA KUALITAS LAYANAN DARING TERHADAP KEPUASAN DARING

Abstract

Abstract: The Role of Product Involvement in Moderating the Relationship Between Online
Service Quality and Online Satisfaction. The moderating effect of product involvement on the
relationship between e-service quality and e-satisfaction. This study is aimed to examine the effect
of five dimensions of e-service quality: (1) website design, (2) reliability, (3) customer service,
(4) security/privacy, and (5) after sales service, on e-satisfaction and e-loyalty. The study also
analyzed the moderating effects of product involvement on the relationship between e-service
quality and e-satisfaction. A quantitative study approach using survey method is adopted to reach
228 respondents. The data is analyzed by simple, multiple , and hierarchical regression methods to
explore direct and moderating effect among intended variables. The study findings confirmed that
reliability, customer service, and after sales service have influenced e-satisfaction.
Keywords: e-service quality; e-satisfaction; product involvement.