The role of customer satisfaction mediates the effect of service quality and quality of the shopee.co.id website on repurchase intention

ABSTRACT: The rapid growth of online shops has led to intense competition among e-commerce. This studyaims to determine the application of service quality and the quality of the Shopee.co.id website to repurchaseintentions mediated by customer satisfaction. This research is focused on Denpasar City. This study involved150 respondents with a purposive sampling method. Data collection was carried out using a questionnairedistributed via google forms. The data analysis techniques used in this study were path analysis and sobel test.The results of this study indicate that service quality has a positive and significant effect on repurchaseintentions. Website quality has a positive and significant effect on repurchase intentions. Service quality has apositive and significant effect on customer satisfaction. Website quality has a positive and significant effect oncustomer satisfaction. Customer satisfaction has a positive and significant effect on repurchase intentions.Customer satisfaction significantly mediates the relationship between service quality and repurchase intentionsat Shopee. Customer satisfaction significantly mediates the relationship between website quality and repurchaseintentions at Shopee.

Keywords: service quality, website quality, repurchase intention, customer satisfaction