The Influence of E-Service Quality on Consumer Satisfaction with Trust as an Intervening Variable in Culinary MSMEs

Abstract

This study aims to examine and analyze the influence of electronic service quality (e-service quality) on consumer satisfaction, with trust as a mediating variable, in culinary Micro, Small, and Medium Enterprises (MSMEs) in West Java. Massive digital transformation has driven culinary MSMEs to shift from conventional channels to online platforms, making the ability to provide reliable, fast, and secure electronic services a primary determinant of competitive success. A quantitative approach with a causal design was employed in this research. Data were collected through an online questionnaire completed by 142 respondents who had made at least two transactions in the last three months through platforms such as GoFood, ShopeeFood, or GrabFood. Data analysis was performed using Structural Equation Modeling based on Partial Least Square (SEM-PLS) with SmartPLS 4.0. The results show that e-service quality has a positive and significant effect on consumer satisfaction (β=0.384; p<0.05), e-service quality has a positive and significant effect on trust (β=0.541; p<0.05), and trust has a positive and significant effect on consumer satisfaction (β=0.397; p<0.05). Furthermore, trust is proven to partially mediate the effect of e-service quality on consumer satisfaction (β=0.215; p<0.05) with a VAF value of 35.9%. These findings confirm that improving electronic service quality not only has a direct impact on satisfaction but also strengthens trust, which in turn enhances satisfaction sustainably. The managerial implication for MSME actors is the importance of investing in both technical and non-technical aspects of digital services, as well as building trust through transparency and consistency.