EFFECT OF E-TRUST ON THE DETERMINANTS OF CUSTOMER SATISFACTION IN GOTO SERVICES

Abstract

This study was carried out to analyze the determinants that can increase customer satisfaction with GOTO services in the city of Denpasar along with the role of e-trust in moderating the relationship between constructs. The target population in this study is the millennial generation who use the Gojek and Tokopedia programs in Denpasar City. Through purposive sampling, 140 people were obtained as research respondents. Empirical data was collected through questionnaires which were then analyzed using the Structural Equation Modeling (SEM) approach with SmartPLS. The test results show that the quality of the information system does not have a positive and significant influence on customer satisfaction, in contrast to price and service quality which have a significant positive relationship on customer satisfaction in using GOTO services. While e-trust can strengthen the influence of information system quality and service quality on customer satisfaction, this does not affect the relationship between price and customer satisfaction with GOTO services. Thus, GOTO was able to re-arrange strategies related to price competitiveness and this study was able to be developed again with other variables.

Keywords

• customer satisfaction
• e-trust
• price
• information system quality
• service quality