Data Security in Internet of Things Systems Based on Distributed Blockchain

Abstract

he development of digital technology has driven major changes in consumer behavior, especially in the use of e-commerce platforms such as Shopee. This study was conducted to examine the effect of e-service quality and e-trust on e-loyalty with e-satisfaction as an intervening variable on Shopee users in Indonesia. The main objective of this study is to understand how e-service quality and e-trust indirectly affect user satisfaction and loyalty through user satisfaction with the service. The research method used is a quantitative approach with data collection techniques through distributing questionnaires to 130 respondents who are active Shopee users. Data processing was carried out using the Structural Equation Modeling (SEM) method based on Partial Least Squares (PLS). The results of the study show that e-service quality and e-trust have a positive and significant effect on e-satisfaction. Furthermore, e-satisfaction also has a positive effect on e-loyalty. However, e-trust does not have a significant direct effect on e-loyalty, although it has an indirect effect through e-satisfaction. This research provides an important contribution to the understanding of digital consumer behavior and how to build loyalty through improving service quality and trust in e-commerce platforms. These findings are useful for e-commerce companies to design more effective marketing and service strategies.