The Influence of Customer Service, Fulfilment, Security, on Repurchase Intention with Customer Satisfaction as Moderator E-Commerce Platform
DOI:
10.46729/ijstm.v7i5.1489Published:
2026-10-06Downloads
Abstract
The rapid growth of e-commerce has intensified competition among platforms to retain customers, making service quality increasingly important in creating positive shopping experiences and encouraging repurchase. This study is motivated by the need for further examination of Customer Service, Fulfilment, and Security or Privacy simultaneously among Shopee customers in Indonesia, with Customer Satisfaction as a moderating variable. This study aims to analyze the effects of Customer Service, Fulfilment, and Security or Privacy on Repurchase Intention and to examine the role of Customer Satisfaction in moderating these relationships among Generation Z Shopee customers in West Jakarta. A quantitative approach with a causal research design was employed through a survey of 200 respondents selected using purposive sampling. Data was analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with Smart-PLS. The results indicate that Customer Service, Fulfilment, and Security/Privacy have positive and significant effects on Repurchase Intention. Customer Satisfaction also positively and significantly moderates the effects of the three variables on Repurchase Intention. Customer Satisfaction has the strongest direct effect on Repurchase Intention. This study contributes to Shopee by providing insights into improving service quality, particularly Fulfilment accuracy, Customer Service responsiveness, and security and privacy protection. Shopee is advised to continuously improve these aspects to enhance customers’ Repurchase Intention sustainably.
Keywords:
customer satisfaction, customer service, fulfilment, repurchase intention and security.References
[1] A. S. Halibas and U. Akram, “Developing Trends In Showrooming, Webrooming, And Omnichannel Shopping Behaviors: Performance Analysis, Conceptual Mapping, and Future Directions,” no. March, pp. 1237–1264, 2023, doi: 10.1002/cb.2186.
[2] D. A. Gusfi and M. E. Saputri, “Influence of E-Service Quality on Customer Satisfaction and Repurchase Interest Using SEM-PLS in McDonald’ s,” vol. 23, no. 1, pp. 66–77, 2024, doi: https://doi.org/10.5614/sostek.itbj.2024.23.1.4.
[3] Z. Kedah, “Use of E-Commerce in The World of Business,” vol. 2, no. 1, pp. 51–60, 2023, doi: https://doi.org/10.34306 /sabda.v2i1.273.
[4] P. Rita and R. F. Ramos, “Global Research Trends in Consumer Behavior and Sustainability in E-Commerce: A Bibliometric Analysis of the Knowledge Structure,” 2022, doi: https://doi.org/10.3390/su14159455.
[5] M. Blut, “1 E-Service Quality: Development of a Hierarchical Model,” pp. 1–47, 2016, [Online]. Available: http://creativecommons.org/licenses/by-nc-nd/4.0/
[6] P. Rita, T. Oliveira, and A. Farisa, “The Impact Of E-Service Quality and Customer Satisfaction on Customer Behavior In Online Shopping,” Heliyon, vol. 5, p. e02690, 2019, doi: https://doi.org/10.1016/j.heliyon.2019.e02690.
[7] Armando, R. R. Ramadhan, Yusuf, and Rahmadi, “The Effect of Digital Service Quality and Customer Trust On Shopee E-Commerce Loyalty In Cirebon,” vol. 8, no. 3, pp. 11328–11338, 2025, doi: https://doi.org/10.31538/iijse.v8i3.7490.
[8] R. Annisa, “Shopee Jadi Platform Belanja Online Paling Sering Dikunjungi 2025,” Good Stats. Accessed: Nov. 17, 2025. [Online]. Available: https://data.goodstats.id/statistic
[9] R. A. Widitya, M. Rafi, and A. F. Yusha, “Evaluasi Kualitas Layanan Dalam E-Commerce: Studi Kasus Pada Platform Shopee Kualitas Layanan Dan Kepuasan Konsumen Pada Shopee.,” vol. 2, no. 4, 2024, doi: https://doi.org/10.30640/jmcbus.v2i4.3307.
[10] X. Liu and Z. Kao, “Research on influencing factors of customer satisfaction of e-commerce of characteristic agricultural products,” Procedia Comput. Sci., vol. 199,pp. 1505–1512, 2021, doi: 10.1016/j.procs.2022.01.192.
[11] I. C. Kurniawan and M. Remiasa, “Analisa E-Service Quality Terhadap Repurchase Intention Melalui Customer E-Satisfaction Sebagai Variabel Intervening Pada Pembelian Online di Zalora Indonesia,” vol. 7, no. 2, pp. 75–83, 2021, doi: 10.9744/jmhot.7.2.75.
[12] I. S. Milah and H. T. Putra, “Pengaruh Dimensi E-Service Quality Dan E-Trust Terhadap Repurchase Intention Pada Pelanggan Tokopedia Di Kota Cimahi,” vol. 7, 2024, doi: https://doi.org/10.31539/costing.v7i5.11711.
[13] K. A. Putri, Miawanto, F. Biyanto, B. Siregar, and Endarwati, “Pengaruh Perceived Security, Customer Experience, Dan Customer Satisfaction, Terhadap Repurchase Intention Di Plarform Shope,” vol. 8, no. 01, pp. 106–125, 2025, doi: https://doi.org/10.34005/kinerja.v8i01.4876.
[14] C. Saxena and P. Thakur, “Mediating Role of Trust and Privacy Concerns Between Web Assurance Mechanism and Purchase Intention of Online Products,” Telemat. Informatics Reports, vol. 16, no. November, p. 100177, 2024, doi: 10.1016/j.teler.2024.100177.
[15] A. R. Fadillah and M. M. Nadzir, “How Privacy, Security, And Reputation Perceptions Influence Repurchase Intention: Mediating Role of Trust in Shopee,” vol. 5, pp. 120–135, 2025, doi: https://doi.org/10.22515/jmif.v5i1.11945.
[16] A. R. Hannuella, D. S. Melati, H. Dixman, and M. Winata, “Pengaruh Kualitas E-Service Dan Kepuasan Pelanggan Pada Perilaku Pelanggan,” vol. 4, no. 2, 2023, doi: 10.47065/jtear. v4i2.1037.
[17] H. Zijuan, “Factors Impacting E-Commerce Platform’ s Satisfaction and Repurchase Intention in Chengdu, China,” vol. 17, no. 2, pp. 307–315, 2025, doi: https://doi.org/10.14456/shserj.2025.59.
[18] R. Sirohi and L. B. Shastri, “Effect of E-Service Quality on Repurchase Intention of E-Commerce Customers in India,” Adv. Consum. Res., vol. 2, no. 2, pp. 170–176, 2025, [Online]. Available: https://acr-journal.com/
[19] T. Thi and N. Nguyen, “Developing and Validating Fi ve-construct Model of Customer Satisfaction in Beauty and Cosmetic E-commerce,” vol. 6, no. September 2020.
[20] P. Chatzoglou, D. Chatzoudes, A. Savvidou, T. Fotiadis, and P. Delias, “Factors Affecting Repurchase Intentions in Retail Shopping: An Empirical Study,” Heliyon, vol. 8, no. 9, p. e10619, 2022, doi: 10.1016/j.heliyon. 2022.e10619.
[21] J. F. Hair, J. J. Risher, M. Sarstedt, and C. M. Ringle, “When to Use and How to Report the Results Of PLS-SEM,” vol. 31, no. 1, pp. 2–24, 2019, doi: 10.1108/EBR-11-2018-0203.
License
Copyright (c) 2026 International Journal of Science, Technology & Management
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Downloads
How to Cite
