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THE EFFECT OF E-SERVICE QUALITY ON RE USE OF APPS ON CODASHOP APPLICATION USERS Telkom University Abstract The development of smartphone use continues to change, especially in the entertainment and gaming categories. In Indonesia, the use of smartphones is 125.6% of the total population. This increase is in line with the development of the game industry, which has changed a lot, not only in terms of technology but also a business model where almost all games have a microtransaction business in it. The trend of public spending for mobile game transactions also continues to increase from year to year. This high market is an opportunity for business players engaged in game credit top-up. However, companies in this field have not paid attention to E-Service Quality so that they only have low ratings and reviews given by customers on Google Play are still a lot of complaints, one of the business people in this field is the Codashop application. Therefore, in-depth analysis of theory-based research is very important to understand the main factors consumers use online services. This study aims to measure customer satisfaction in the reuse of a service using a model where E-Service Quality is measured using four dimensions, namely Customer Service, Security & Privacy, Fulfillment and Design Apps. Hypotheses were developed to describe the relationship between variables. The proposed conceptual framework of the extended E-Service Quality model will determine and assess consumer behavior in reusing an online service. This study uses the method used is non-probability sampling with quantitative data collection using distributed questionnaires. The data analysis technique used is SEM (Structural Equation Modeling), with the help of SmartPLS 3.2.9 . software Keywords: Apps Design, Fulfilment, Security & Privacy, Customer Service E-service Quality, Customer Satisfaction, Re Use Apps, Codashop. Topic: Digital Marketing |
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