THE INFLUENCE OF PERCEIVED VALUE, E-SERVICE QUALITY ON TRUST WITH E-CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE ON RUANGGURU USERS

This study aims to determine and explain the effect of perceived value and e-service quality on trust, with customer satisfaction as an intervening variable for Ruangguru users. The research method used is quantitative, with 130 consumers selected as samples - consumers who have made online purchases through the Ruangguru website. We use SEM-PLS with SmartPLS software version 3.2.0 to analyze primary and secondary data. The results of this study show (1) perceived value have a positive and significant direct effect on e-customer satisfaction in Ruangguru users. (2) E-service quality has a positive and significant direct effect on e-customer satisfaction in Ruangguru users. (3) Perceived value has a positive and significant direct effect on trust in Ruangguru users. (4) E-service quality has a direct effect on trust in Ruangguru users. (5) E-customer satisfaction has a positive and significant direct effect on trust in Ruangguru users. (6) Perceived value, positive and significant, affects trust through e-customer satisfaction in Ruangguru users. (7) E-service quality has an indirect effect on trust through e-customer satisfaction in Ruangguru users. So, both perceived value and the quality of the e-service have a positive and significant effect on e-customer satisfaction. Satisfaction in turn mediates the relationship between perceived value and trust. However, the quality of the e-service does not directly or indirectly affect trust in Ruangguru users.