The Role of E-Service Quality and Price Perception: Key to Increasing Loyalty through Consumer Satisfaction

https://doi.org/10.35912/jakman.v6i2.3941
Published: Mar 17, 2025

Abstract:

Purpose: This study aims to analyse the effect of E-Service Quality and Price Perception on consumer loyalty, with consumer satisfaction as a mediating variable.
Methodology/Approach: In January 2024, a survey was conducted on 105 respondents based on TopBrand survey data. The sampling process used the Roscoe technique and the probability sampling method. This survey was used to test the validity and reliability of the instrument and to test the hypothesis to identify the direct and indirect effects between research variables. The study indicates that e-service quality directly affects customer satisfaction and loyalty.
Results/Findings: Price perception plays an important role in shaping customer satisfaction and loyalty, where customers who consider prices fair and in line with the value, they receive are likely to feel higher Satisfaction and stronger loyalty. Satisfaction, in turn, acts as a mediator, increasing the positive impact of e-service quality and price perception on loyalty.
Conclusions: E-service quality and price perception significantly influence customer satisfaction and loyalty, with satisfaction acting as a mediator in strengthening these relationships. Businesses must enhance service reliability, responsiveness, and user-friendliness while ensuring competitive and transparent pricing to improve customer retention. Implementing data-driven strategies, proactive communication, and technological innovations will further sustain long-term customer satisfaction and loyalty.
Limitations: The study only focuses on the logistics sector (J&T and JNE), so the results may not apply to other industries.
Contribution: Highlights the relevance of the Expectancy Disconfirmation Theory (EDT) in digital services.

Keywords:
1. Customer Loyalty
2. E-Service Quality
3. Price Perception
4. Satisfaction
Authors:
1 . Ika Utami Yulihapsari
2 . Rully Indrawan
3 . Juliater Simarmata
4 . Munawaroh Zainal
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How to Cite
Yulihapsari, I. U., Indrawan, R., Simarmata, J., & Zainal, M. (2025). The Role of E-Service Quality and Price Perception: Key to Increasing Loyalty through Consumer Satisfaction. Jurnal Akuntansi, Keuangan, Dan Manajemen, 6(2), 543–554. https://doi.org/10.35912/jakman.v6i2.3941
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Issue & Section
Vol. 6 No. 2 (2025): Maret
Articles
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References

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    Amalia, R. B., & Budiono, A. (2022). Consumer Satisfaction Analysis That Affected Product Quality, Word Of Mouth, With Price Perception As A Mediation Variable. Asian Journal of Management Entrepreneurship and Social Sciene, 2(3), 189–213. https://doi.org/10.98765/ajmesc.v2i03.120

    Anggetha, D. A., & Albari, A. (2024). Pengaruh Kualitas Layanan dan Citra Merek terhadap Kepuasan Pelanggan dan Niat Pembelian Sewa Kost di Singgahsini Mamikos ( The Effect of Service Quality and Brand Image on Customer Satisfaction and Rental Purchase Intention of Boarding Houses at Singgahs. Jurnal Akuntansi, Keuangan, Dan Manajemen (JAKMAN), 5(4), 543–551.

    Artik, E., & Duygun, A. (2022). The Effect of Price Perception on Customer Loyalty in Airline Cargo Transportation. Journal of Aviation, 6(2), 126–134. https://doi.org/10.30518/jav.1056998

    Aryando, P., Surya, A., Desmon, D., & Yudhinanto, Y. (2024). Pengaruh Harga , Produk , Lokasi dan Promosi terhadap Minat Beli pada PT . Medico Global Pratama Bandar Lampung ( The Influence of Price , Product , Location and Promotion on Purchase Interest at PT . Medico Global Pratama Bandar Lampung ). Jurnal Akuntansi, Keuangan, Dan Manajemen (JAKMAN), 5(3), 287–297.

    Balci, G. (2021). Digitalization in container shipping: Do perception and satisfaction regarding digital products in a non-technology industry affect overall customer loyalty? Technological Forecasting and Social Change, 172(January), 1–11. https://doi.org/10.1016/j.techfore.2021.121016

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    Chairunnisah, F. W., Maulana, A., & Shihab, M. S. (2024). Pengaruh Harga yang Dipersepsikan , Kualitas Layanan , dan Citra Perusahaan terhadap Loyalitas Pelanggan?: Studi Kasus di PT . Evergreen Shipping Agency Indonesia Palembang ( The Influence of Service Quality , Perceived Price , and Company Image on Custom. Jurnal Akuntansi, Keuangan, Dan Manajemen (JAKMAN), 6(1), 117–133. https://doi.org/https://doi.org/10.35912/jakman.v6i1.3662

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    Juwaini, A., Chidir, G., Novitasari, D., Iskandar, J., Hutagalung, D., Pramono, T., Maulana, A., Safitri, K., Fahlevi, M., Sulistyo, A. B., & Purwanto, A. (2022). The role of customer e-trust, customer e-service quality and customer e-satisfaction on customer e-loyalty. International Journal of Data and Network Science, 6(2), 477–486. https://doi.org/10.5267/j.ijdns.2021.12.006

    Kotler, Philip Amstrong, G. (2018). Principle of Marketing (L. Albelli (ed.); 17th ed.).

    Le, H. T. P. M., & Park, J. (2023). What leads customers to stay with an online transportation service in emerging markets? International Journal of Business Innovation and Research, 30(3). https://doi.org/https://doi.org/10.1504/IJBIR.2023.129369

    Liu, J., & Ansari, A. (2021). Understanding Consumer Dynamic Decision Making Under Competing Loyalty Programs. Journal of Marketing Research, 57(3), 422–444. https://doi.org/10.1177/0022243720911894

    Mahadin, B. K., Elsamen, A. A., & El-Adly, M. I. (2023). Airline brand equity: do advertising and sales promotion matter? An empirical evidence from UAE traveler’s perspective. International Journal of Organizational Analysis, 31(6). https://doi.org/https://doi.org/10.1108/IJOA-07-2021-2868

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    Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63(4_suppl1), 33–44. https://doi.org/10.1177/00222429990634s105

    Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). E-S-QUAL a multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213–233. https://doi.org/10.1177/1094670504271156

    Park, E. (2019). The role of satisfaction on customer reuse to airline services: An application of Big Data approaches. Journal of Retailing and Consumer Services, 47(January 2019), 370–374. https://doi.org/10.1016/j.jretconser.2019.01.004

    Priambodo, G., & Nainggolan, B. M. (2024). Increasing Gojek Customer Satisfaction through Improving Service Quality, Price Perception, and Promotions. Majalah Ilmiah Bijak, 21(1), 1–12. https://doi.org/10.31334/bijak.v21i1.3595

    Risnawati, H., Sumarga, H. E., & Purwanto, S. (2019). The Effect of Service Quality Prices and Location of Companies to Customer Satisfaction Implications on Customer Loyalty. 9(6), 38–43.

    Salim, M. A., Soliha, E., & Siswanto, A. B. (2020). Effect Location, Price Perception Of Satisfaction Customers And Impact On Repurchase Intention. International Journal Of Civil Engineering And Technology (Ijciet), 11(5), 157–169. https://doi.org/10.34218/IJCIET.11.5.2020.015

    Samidi, S. (2021). The Influence of Service Quality and Price on Customer Satisfaction: Case Study of PT. Lion Mentari Airlines. International Journal of Business Studies, 5(1), 51–62. https://doi.org/10.32924/ijbs.v5i1.190

    Samosir, J., Kuntohadi, H., Sihombing, S., Fadillah, L. M., & Afifah, D. (2021). A Study on the Influence of Promotion of Garuda Indonesia by Social Media on e–WOM, Online Ticket Sales, Brand Image, and Brand Loyalty During the Covid-19 Pandemic. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(3), 4458–4464. https://doi.org/10.17762/turcomat.v12i3.1828

    Simarmata, J., Sitorus, M. R., Yuliantini, & Arubusman, D. A. (2019). The factors influencing passengers’ interest in using transportation services. TEM Journal, 8(3), 945–950. https://doi.org/10.18421/TEM83-36

    Thales A, S. J., & Suryandari, R. T. (2022). The Effect of Technology Acceptance Model and E-service Quality on Customer Trust and Implications on Consumer Loyalty of Kai Access Users. International Journal of Economics, Business and Management Research, 06(03), 85–95. https://doi.org/10.51505/ijebmr.2022.6306

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  2. Amalia, R. B., & Budiono, A. (2022). Consumer Satisfaction Analysis That Affected Product Quality, Word Of Mouth, With Price Perception As A Mediation Variable. Asian Journal of Management Entrepreneurship and Social Sciene, 2(3), 189–213. https://doi.org/10.98765/ajmesc.v2i03.120
  3. Anggetha, D. A., & Albari, A. (2024). Pengaruh Kualitas Layanan dan Citra Merek terhadap Kepuasan Pelanggan dan Niat Pembelian Sewa Kost di Singgahsini Mamikos ( The Effect of Service Quality and Brand Image on Customer Satisfaction and Rental Purchase Intention of Boarding Houses at Singgahs. Jurnal Akuntansi, Keuangan, Dan Manajemen (JAKMAN), 5(4), 543–551.
  4. Artik, E., & Duygun, A. (2022). The Effect of Price Perception on Customer Loyalty in Airline Cargo Transportation. Journal of Aviation, 6(2), 126–134. https://doi.org/10.30518/jav.1056998
  5. Aryando, P., Surya, A., Desmon, D., & Yudhinanto, Y. (2024). Pengaruh Harga , Produk , Lokasi dan Promosi terhadap Minat Beli pada PT . Medico Global Pratama Bandar Lampung ( The Influence of Price , Product , Location and Promotion on Purchase Interest at PT . Medico Global Pratama Bandar Lampung ). Jurnal Akuntansi, Keuangan, Dan Manajemen (JAKMAN), 5(3), 287–297.
  6. Balci, G. (2021). Digitalization in container shipping: Do perception and satisfaction regarding digital products in a non-technology industry affect overall customer loyalty? Technological Forecasting and Social Change, 172(January), 1–11. https://doi.org/10.1016/j.techfore.2021.121016
  7. Batarlien?, N., & Slavinskait?, N. (2023). Assessment of Factors Determining Airline Consumer Loyalty: Case Study in Lithuania. Sustainability (Switzerland) , 15(2). https://doi.org/10.3390/su15021320
  8. Chairunnisah, F. W., Maulana, A., & Shihab, M. S. (2024). Pengaruh Harga yang Dipersepsikan , Kualitas Layanan , dan Citra Perusahaan terhadap Loyalitas Pelanggan?: Studi Kasus di PT . Evergreen Shipping Agency Indonesia Palembang ( The Influence of Service Quality , Perceived Price , and Company Image on Custom. Jurnal Akuntansi, Keuangan, Dan Manajemen (JAKMAN), 6(1), 117–133. https://doi.org/https://doi.org/10.35912/jakman.v6i1.3662
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  10. Chonsalasin, D., Jomnonkwao, S., & Ratanavaraha, V. (2020). Key determinants of airline loyalty modeling in Thailand. Sustainability (Switzerland), 12(10). https://doi.org/10.3390/su12104165
  11. Elgarhy, S. D., & Mohamed, L. M. (2023). The Influences of Services Marketing Mix (7ps) on Loyalty, Intentions, and Profitability in the Egyptian Travel Agencies: The Mediating Role of Customer Satisfaction. Journal of Quality Assurance in Hospitality and Tourism, 24(6), 782–805. https://doi.org/10.1080/1528008X.2022.2080148
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  14. Huma, S., Ahmed, W., Ikram, M., & Khawaja, M. I. (2020). The effect of logistics service quality on customer loyalty: case of logistics service industry. South Asian Journal of Business Studies, 9(1), 43–61. https://doi.org/10.1108/SAJBS-10-2018-0114
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  19. Mahadin, B. K., Elsamen, A. A., & El-Adly, M. I. (2023). Airline brand equity: do advertising and sales promotion matter? An empirical evidence from UAE traveler’s perspective. International Journal of Organizational Analysis, 31(6). https://doi.org/https://doi.org/10.1108/IJOA-07-2021-2868
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  23. Park, E. (2019). The role of satisfaction on customer reuse to airline services: An application of Big Data approaches. Journal of Retailing and Consumer Services, 47(January 2019), 370–374. https://doi.org/10.1016/j.jretconser.2019.01.004
  24. Priambodo, G., & Nainggolan, B. M. (2024). Increasing Gojek Customer Satisfaction through Improving Service Quality, Price Perception, and Promotions. Majalah Ilmiah Bijak, 21(1), 1–12. https://doi.org/10.31334/bijak.v21i1.3595
  25. Risnawati, H., Sumarga, H. E., & Purwanto, S. (2019). The Effect of Service Quality Prices and Location of Companies to Customer Satisfaction Implications on Customer Loyalty. 9(6), 38–43.
  26. Salim, M. A., Soliha, E., & Siswanto, A. B. (2020). Effect Location, Price Perception Of Satisfaction Customers And Impact On Repurchase Intention. International Journal Of Civil Engineering And Technology (Ijciet), 11(5), 157–169. https://doi.org/10.34218/IJCIET.11.5.2020.015
  27. Samidi, S. (2021). The Influence of Service Quality and Price on Customer Satisfaction: Case Study of PT. Lion Mentari Airlines. International Journal of Business Studies, 5(1), 51–62. https://doi.org/10.32924/ijbs.v5i1.190
  28. Samosir, J., Kuntohadi, H., Sihombing, S., Fadillah, L. M., & Afifah, D. (2021). A Study on the Influence of Promotion of Garuda Indonesia by Social Media on e–WOM, Online Ticket Sales, Brand Image, and Brand Loyalty During the Covid-19 Pandemic. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(3), 4458–4464. https://doi.org/10.17762/turcomat.v12i3.1828
  29. Simarmata, J., Sitorus, M. R., Yuliantini, & Arubusman, D. A. (2019). The factors influencing passengers’ interest in using transportation services. TEM Journal, 8(3), 945–950. https://doi.org/10.18421/TEM83-36
  30. Thales A, S. J., & Suryandari, R. T. (2022). The Effect of Technology Acceptance Model and E-service Quality on Customer Trust and Implications on Consumer Loyalty of Kai Access Users. International Journal of Economics, Business and Management Research, 06(03), 85–95. https://doi.org/10.51505/ijebmr.2022.6306
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