THE INFLUENCE OF DIGITAL SERVICE QUALITY ON CONSUMER BEHAVIOR IN USING ONLINE SERVICES
DOI:
https://doi.org/10.61722/jiem.v4i10.13091Keywords:
consumer behavior; customer satisfaction; digital service quality; e-service quality; online servicesAbstract
The development of digital technology has changed the pattern of interaction between consumers and companies and has increased the use of various online-based services. Under these conditions, digital service quality has become an important factor because consumers consider not only the products or services offered, but also the ease, speed, security, and reliability of the service received through digital platforms. This study aims to analyze the effect of digital service quality on consumer behavior in using online services. The study uses a quantitative approach with an associative method. The research data are planned to be obtained by distributing questionnaires to consumers who have used online services, using purposive sampling and a Likert scale. The digital service quality variable is measured through ease of use, reliability, responsiveness, security and privacy, and information quality, while consumer behavior is viewed from the tendency to use, reuse, and recommendation. The data are analyzed using validity tests, reliability tests, simple linear regression, the t-test, and the coefficient of determination. Previous studies indicate that digital service quality is related to satisfaction, trust, and consumer behavior such as reuse and recommendation. This study is expected to contribute to understanding the importance of digital service quality in shaping consumer behavior and to provide input for online service providers to improve service quality according to consumer needs.
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