Multigroup Analysis of E-Service Quality, Satisfaction, and Loyalty in E-Grocery Services

https://doi.org/10.35912/jakman.v6i3.4456
Published: Jun 13, 2025

Abstract:

Purpose: E-Grocery is a business-to-consumer (B2C) e-Commerce with the main objective of selling groceries online. The characteristics of this service include using a digital system (application/website) and sending goods immediately (door-step delivery). Amid the widespread use of e-Grocery, this study explores the relationship between e-Service Quality, e-Satisfaction, and e-Loyalty for e-Grocery products in Indonesia.

Methodology: The data collected in this study were obtained from 330 respondents who were e-grocery users in Indonesia.

Results: The model was estimated using partial least squares structural modeling (PLS-SEM) and multigroup analysis bootstrapping using Jamovi and SmartPLS version 4. After conducting this research, it was found that Utilitarian and Hedonic aspects have a significant relationship with e-Service Quality, e-Service Quality has an effect on e-Satisfaction, and there is a positive relationship between e-Satisfaction and e-Loyalty.

Conclusions: The findings confirm a sequential relationship between utilitarian/hedonic motivations, perceived service quality, customer satisfaction, and loyalty in the context of Indonesian e-grocery services. Sociodemographic variables moderate the strength of these relationships, suggesting the importance of customer segmentation strategies in improving service outcomes.

Limitations: This study is limited to the Indonesian market and may not fully represent consumer behavior in other cultural or regional contexts. Moreover, the cross-sectional design restricts the ability to infer causality, and potential self-reporting bias may affect the reliability of the responses.

Contribution: This study contributes to the literature on e-commerce and digital consumer behavior by demonstrating the mediating role of satisfaction in the e-service environment and the moderating effects of demographic characteristics.

Keywords:
1. E-Commerce
2. E-Grocery
3. E-Service Quality
4. Loyalty
5. Multigroup analysis
6. PLS SEM
Authors:
1 . Muhammad Fadhil
2 . Sri Rahayu Hijrah Hati
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How to Cite
Fadhil, M., & Hati, S. R. H. (2025). Multigroup Analysis of E-Service Quality, Satisfaction, and Loyalty in E-Grocery Services. Jurnal Akuntansi, Keuangan, Dan Manajemen, 6(3), 797–814. https://doi.org/10.35912/jakman.v6i3.4456
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Vol. 6 No. 3 (2025): Juni
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  2. Al-dweeri, R. M., Obeidat, Z. M., Al-dwiry, M. A., Alshurideh, M. T., & Alhorani, A. M. (2017). The Impact of E-Service Quality and E-Loyalty on Online Shopping: Moderating Effect of E-Satisfaction and E-Trust. International Journal of Marketing Studies, 9(2), 92-103. doi:Https://doi.org/10.5539/ijms.v9n2p92
  3. Barrera, R. B., García, A. N., & Moreno, M. R. (2014). Evaluation of the E-Service Quality in Service Encounters with Incidents: Differences According to the Socio-Demographic Profile of the Online Consumer. Revista Europea de Dirección y Economía de la Empresa, 23(4), 184-193. doi:Https://doi.org/10.1016/j.redee.2014.09.004
  4. Carlson, J., & O'Cass, A. (2010). Exploring the Relationships Between E?Service Quality, Satisfaction, Attitudes and Behaviours in Content?Driven E?Service Web Sites. Journal of services marketing, 24(2), 112-127. doi:Https://doi.org/10.1108/08876041011031091
  5. CNN. (2021). Konsumen Belanja Online RI Melonjak 88 Persen pada 2021. Retrieved from Https://www.cnnindonesia.com/ekonomi/20211229141536-92-740093/konsumen-belanja-online-ri-melonjak-88-persen-pada-2021
  6. Djunaid, A. (2023). The Effect of Service Quality in Enhancing Consumer Satisfaction. JPIM (Jurnal Penelitian Ilmu Manajemen), 8(2), 238-250. doi:Https://doi.org/10.30736/jpim.v8i2.1622
  7. Ghazali, I., & Latan, H. (2015). Partial Least Squares : Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.0. Semarang: Badan Penerbit Undip.
  8. Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to Use and How to Report the Results of PLS-SEM. European Business Review, 31(1), 2-24. doi:Https://doi.org/10.1108/EBR-11-2018-0203
  9. Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A New Criterion for Assessing Discriminant Validity in Variance-Based Structural Equation Modeling. Journal of the academy of marketing science, 43, 115-135. doi:Https://doi.org/10.1007/s11747-014-0403-8
  10. Irawanto, D. W., Novianti, K. R., & Roz, K. (2021). Work from Home: Measuring Satisfaction between Work–Life Balance and Work Stress during the COVID-19 Pandemic in Indonesia. Economies, 9(3), 1-13. Doi:Https://doi.org/10.3390/economies9030096
  11. Kaya, B., Behravesh, E., Abubakar, A. M., Kaya, O. S., & Orús, C. (2019). The Moderating Role of Website Familiarity in the Relationships Between e-Service Quality, e-Satisfaction and e-Loyalty. Journal of Internet Commerce, 18(4), 369-394. doi:Https://doi.org/10.1080/15332861.2019.1668658
  12. Kemenko. (2022). Dancing in the Storm, Government Maintains Economic Resilience against the 2023 Global Recession Threat. Retrieved from Https://ekon.go.id/publikasi/detail/4988/dancing-in-the-storm-government-maintains-economic-resilience-against-the-2023-global-recession-threat
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  14. Kustaji, K., Agustino, M. R., Noor, F., Budianto, B., & Calista, S. F. (2024). Consumer Behavior dan Kenyamanan Belanja Terhadap Keputusan Memilih Belanja pada Toko Ritel Modern di Bojonegoro. Innovative: Journal Of Social Science Research, 4(4), 3805-3812. doi:Https://doi.org/10.31004/innovative.v4i4.13399
  15. Latif, A. S., Wibowo, T. S., Nurdiani, T. W., Alimin, E., & Suharyat, Y. (2023). Increasing Customer Loyalty Through Service Quality and Customer Satisfaction in the Digital Era. International Journal of Economics, Business and Accounting Research (IJEBAR), 7(2), 1-9. doi:Https://doi.org/10.29040/ijebar.v7i2.9060
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  17. Martiyanti, D. (2019). Hubungan Kelekatan Pelanggan dan Perilaku Keterikatan pada Merek di Media Sosial: Moderasi Gaya Kelekatan. Equilibrium Jurnal Bisnis & Akuntansi, 13(1), 44-57.
  18. Memon, M. A., Ting, H., Ramayah, T., Chuah, F., & Cheah, J. H. (2017). Review of the Methodological Misconceptions and Guidelines Related to the Application of Structural Equation Modelling: A Malaysian Scenario. Journal of applied structural equation modeling, 1(1), 1-13. doi:Https://doi.org/10.47263/jasem.1(1)01
  19. O’Toole, C., Schneider, J., Smaje, K., & LaBerge, L. (2020). How COVID-19 has Pushed Companies Over the Technology Tipping Point and Transformed Business Forever. Retrieved from Https://www.mckinsey.com/capabilities/strategy-and-corporate-finance/our-insights/how-covid-19-has-pushed-companies-over-the-technology-tipping-point-and-transformed-business-forever
  20. Pratiwi, K. S. A. L., Karta, N. L. P. A., Ramanita, N. W. S., Aprilia, N. P. N., & Wardani, R. K. (2023). Penerapan Digital Marketing sebagai Media Pemasaran Global Guna Meningkatkan Penjualan Kain Tenun Gringsing Desa Tenganan Pegringsingan Bali. Jurnal Bisnis dan Pemasaran Digital, 2(2), 105-113. doi:Https://doi.org/10.35912/jbpd.v2i2.2566
  21. Rahman, S., Fadrul, F., Yusrizal, Y., Marlyna, R., & Momin, M. M. (2022). Improving the Satisfaction and Loyalty of Online Shopping Customers Based on E-Commerce Innovation and E-Service Quality. Gadjah Mada International Journal of Business, 24(1), 56-81. doi:Https://doi.org/10.22146/gamaijb.58783
  22. Remes, J., Manyika, J., Smit, S., Kohli, S., Fabius, V., Dixon-Fyle, S., & Nakaliuzhnyi, A. (2021). The Consumer Demand Recovery and Lasting Effects of COVID-19. Retrieved from Https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/the-consumer-demand-recovery-and-lasting-effects-of-covid-19
  23. Rodríguez, P. G., Villarreal, R., Valiño, P. C., & Blozis, S. (2020). A PLS-SEM Approach to Understanding E-SQ, E-Satisfaction and E-Loyalty for Fashion E-Retailers in Spain. Journal of Retailing and Consumer Services, 57. doi:Https://doi.org/10.1016/j.jretconser.2020.102201
  24. Sabiote, C. M., Frías, D. M., & Castañeda, J. A. (2012). E?Service Quality as Antecedent to E?Satisfaction: The Moderating Effect of Culture. Online Information Review, 36(2), 157-174. doi:Https://doi.org/10.1108/14684521211229011
  25. Suciati, H., Simamora, A. W., Panusunan, P., & Fauzan, F. (2023). Analisa Campuran CPHMA terhadap Penambahan Variasi Aspal Penetrasi 60/70 pada Karakteristik Marshall. Jurnal Teknologi Riset Terapan, 1(2), 75-86. doi:10.35912/jatra.v1i2.2294
  26. Widiastuti, R. (2024). Dampak Loyalitas Pelanggan Dipengaruhi Oleh Kualitas Produk, Layanan, dan Kepercayaan Pelanggan. Jurnal Bisnis, Ekonomi Syariah, Dan Pajak, 1(1), 31-52. doi:Https://doi.org/10.61132/jbep.v1i1.38
  27. Wisnuaji, P. T., Rachmawati, D., & Sudari, S. A. (2023). Penerapan Digital Marketing untuk Peningkatan Pemasaran UKM Heppi Kitchen Depok. Yumary: Jurnal Pengabdian kepada Masyarakat, 3(3), 139-146. Https://doi.org/10.35912/yumary.v3i3.1767
  28. Zahara, R. (2020). Pengaruh Kualitas Layanan Terhadap Loyalitas Pelanggan dengan Kepuasan Pelanggan Sebagai Variabel Intervening. Jurnal Manajemen Strategi Dan Aplikasi Bisnis, 3(1), 31-38. doi:Https://doi.org/10.36407/jmsab.v3i1.121