Investigating E-Service Quality, Ease of Use, Trust and Satisfaction in Indonesian E-Commerce Platforms

In the dynamic Indonesian e-commerce landscape, this study addresses the need for companies in Jabodetabek to adapt to evolving user preferences.Using a quantitative approach, we surveyed 470 e-commerce users and applied SEM analysis with AMOS 24.Our investigation reveals the significant positive impact of e-service quality and ease of use on Trust, with Trust emerging as a crucial intervening variable.Both e-service quality and ease of use also directly contribute positively to customer satisfaction.Notably, Trust is identified as a key determinant positively influencing customer satisfaction.This research provides valuable insights for enhancing user satisfaction and strategic considerations for e-commerce companies amid intense competition in the Indonesian market.