The Influence of Customer Service, Fulfilment, Security, on Repurchase Intention with Customer Satisfaction as Moderator E-Commerce Platform

Abstract

The rapid growth of e-commerce has intensified competition among platforms to retain customers, making service quality increasingly important in creating positive shopping experiences and encouraging repurchase. This study is motivated by the need for further examination of Customer Service, Fulfilment, and Security or Privacy simultaneously among Shopee customers in Indonesia, with Customer Satisfaction as a moderating variable. This study aims to analyze the effects of Customer Service, Fulfilment, and Security or Privacy on Repurchase Intention and to examine the role of Customer Satisfaction in moderating these relationships among Generation Z Shopee customers in West Jakarta. A quantitative approach with a causal research design was employed through a survey of 200 respondents selected using purposive sampling. Data was analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with Smart-PLS. The results indicate that Customer Service, Fulfilment, and Security/Privacy have positive and significant effects on Repurchase Intention. Customer Satisfaction also positively and significantly moderates the effects of the three variables on Repurchase Intention. Customer Satisfaction has the strongest direct effect on Repurchase Intention. This study contributes to Shopee by providing insights into improving service quality, particularly Fulfilment accuracy, Customer Service responsiveness, and security and privacy protection. Shopee is advised to continuously improve these aspects to enhance customers’ Repurchase Intention sustainably.