Analysis of E-Commerce Website Service Quality on Customer Satisfaction Using the WebQual 4.0 Method
Abstract
The rapid growth of e-commerce has significantly reshaped retail practices and consumer behavior in Indonesia. Digital platforms such as Shopee, Tokopedia, and Bukalapak have become integral to daily transactions, yet their long-term success depends on how users perceive the quality of services provided through their websites. This study applies the WebQual 4.0 framework to evaluate three critical dimensions of website quality—usability, information quality, and service interaction quality—and their influence on user satisfaction. A quantitative approach was employed, involving a survey of 120 active e-commerce users in Aceh Besar. Data collection was conducted through structured questionnaires, and the results were analyzed using validity and reliability testing, supported by regression analysis to test the proposed hypotheses.The findings reveal that all three WebQual 4.0 dimensions significantly affect user satisfaction. Among them, usability emerged as the most dominant factor, reflecting the importance of ease of navigation, intuitive design, and functional accessibility in shaping consumer experiences. Information quality also plays a crucial role, particularly in ensuring that consumers trust the accuracy and clarity of product descriptions. Service interaction, while less influential compared to the other two dimensions, remains essential in fostering customer trust and loyalty. Comparative analysis shows that Shopee outperformed Tokopedia and Bukalapak across all dimensions, suggesting that continuous innovation in interface design and user support has strengthened its market position.These results confirm that enhancing website quality is not only vital for increasing satisfaction but also for sustaining consumer loyalty in the competitive e-commerce environment. For practitioners, the study emphasizes the necessity of prioritizing usability while simultaneously improving content reliability and responsiveness to user needs. For future research, expanding the scope to include additional variables such as pricing strategies, digital promotions, or cross-platform shopping experiences may provide broader insights into consumer decision-making patterns in online retail.
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Universitas Abulyatama, Aceh Besar Regency, Aceh Province, Indonesia.
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