ANALISIS DAMPAK KARAKTERISTIK SITUS ECOMMERCE KUALITAS LAYANAN TERHADAP KUALITAS ULASAN DAN KEPERCAYAAN PELANGGAN

This study observed more than 150 respondents in the digital trading environment, explaining how the important role of website characteristics and service quality influences customer purchase intensity. The data were analyzed using PLS-SEM by utilizing SMARTPLS version 3 software. After that, the samples were collected through an Online questionnaire by setting several criteria to make the resulting perceptions accurate. The results of this study indicate that the characteristics of a website greatly influence customer trust and have significant influence, and on the other hand, the quality provided can significantly influence Trust, customer loyalty, and purchase intensity. However, unfortunately, customer trust and satisfaction cannot mediate website characteristics in their influence on customer purchase intensity. Overall, this study expands the understanding in the field of trade that service quality and website characteristics significantly influence increasing customer buying intensity.

Keywords: Website Characteristics, Service Quality, Social commerce, e- commerce