The Role of Consumer Attitude in The Relationship Between E-Service Quality and Product on Consumer Satisfaction

Abstract

This study investigates the mediating role of consumer attitude in the relationship between e-service quality and product quality toward consumer satisfaction on the Tokopedia platform. As a major player in Indonesia’s e-commerce landscape, Tokopedia provides a relevant context for examining factors that drive consumer satisfaction. A quantitative research design was employed, utilizing Structural Equation Modeling with the Partial Least Squares approach to evaluate the hypothesized relationships. Data were obtained from Tokopedia users through an online survey distributed to individuals with purchasing experience within the past six months. The empirical findings demonstrate that both e-service quality and product quality exert a direct and statistically significant influence on consumer satisfaction. In addition, consumer attitude is identified as a significant mediating variable that reinforces the effect of both independent variables on the dependent construct. The model confirms that all independent variables positively affect both consumer attitude and satisfaction, highlighting the integral role of psychological perception in enhancing customer experience. The results provide practical insights for e-commerce practitioners, emphasizing the necessity of consistent service excellence and reliable product offerings to cultivate favorable consumer attitudes and increase satisfaction levels.