THE EFFECT OF E-SERVICE QUALITY TOWARD BEHAVIORAL INTENTIONS WITH E-SATISFACTION AS A MEDIATING VARIABLE:CASE STUDY ON ONLINE SHOP’S COUNSUMERS IN CENTRAL JAVA AND YOGYAKARTA

Abstract

The purpose of this study is to examine the effect of e-service quality toward esatisfaction, to examine the direct effect of e-service quality toward behavioral intentions, and to examine the indirect effect of e-service quality toward behavioral intentions. The population of this study is all customers of www.bloopendorse.com, www.bukukita.com, www.michigan-games.com, and www.kantong-kresek.com in Central Java and Yogyakarta. The sample of 180 respondents was taken by non-probability sampling techniques and using purposive sampling method. The method of analysis used in this study is a Structural Equation Modeling (SEM) with AMOS 18.0. The results of analysis indicated that e-service quality has a positive effect toward e-satisfaction, e-service quality has a positive effect toward behavioral intentions, e-satisfaction have a positive effect toward behavioral intentions.