ANALYZING THE IMPACT OF SERVICE QUALITY ON CONSUMER PURCHASE INTENTIONS IN INDONESIAN E-COMMERCE PLATFORMS

Abstract

In an increasingly competitive world of e-commerce, customer experience is a crucial element that influences the decision to make a repurchase, especially in the context of product delivery. Customer perception of the quality of online delivery services plays a significant role in shaping loyalty and interest in returning to shopping. This research aims to understand how customer experience affects repurchase interest, by placing the perception of delivery service quality as the main path of influence. Using a qualitative approach and phenomenological methods, this study explores the real experiences of e-commerce users related to delivery services —including speed, security, and ease in the return process. Data was collected through open interviews using a Google Form survey, which was distributed to 128 respondents of active e-commerce users. The analysis was conducted using the Miles & Huberman approach to identify the patterns and meanings behind the user experience. The results of the study show three main findings: (1) Positive customer experiences often arise when they receive fast, safe, and supported shipping services such as discounts or free shipping; (2) Delivery speed is the most determining aspect of customer satisfaction; and (3) Negative experiences in delivery services may lead to reluctance to make a repeat purchase from a particular platform or store. These findings make an important contribution to e-commerce companies in designing marketing strategies that focus on improving the quality of delivery services, in order to strengthen customer satisfaction and loyalty in the long run.