PENGARUH E-SERVICE QUALITY TERHADAP E-SATISFACTION DIMEDIASI E-TRUST PELANGGAN PLN MOBILE KABUPATEN KOLAKA

Abstrak

This study aims to examine the effect of e-service quality on e-satisfaction, with e-trust as a mediating variable, among PLN Mobile customers in Kolaka Regency. This explanatory quantitative study used an online questionnaire (Google Form) distributed to 122 active users of the application, drawn from a population of 15,641 users using the Slovin formula and purposive criteria (having used the application more than twice and aged 18 or older). The data were analyzed with structural equation modeling in AMOS 22. The results show that e-service quality has a positive and significant effect on e-satisfaction (β = 0.492) and on e-trust (β = 0.793), and that e-trust has a positive and significant effect on e-satisfaction (β = 0.503). The indirect effect of e-service quality on e-satisfaction through e-trust is significant (Sobel z = 2.421, p = 0.015), indicating partial mediation. However, the overall model fit was only partly satisfactory, so the findings should be interpreted with caution. PLN is advised to strengthen the contact service, user privacy, and convenience features of the application.

Kata kunci

• E-Satisfaction
• E-Service Quality
• PLN Mobile
• e-trust