E-Commerce Website Quality: Usability, Information, Service Interaction & Visual Quality on Customer Satisfaction

The largest number of people live in Indonesia. Consequently, there is a sizable market in Indonesia. Internet technology is another factor that might expand business opportunities. E-commerce has flourished in recent years due to the exponential growth of the internet in Indonesia. E-commerce is growing in popularity as the number of people who have access to the internet grows. Bandung is one of these places; it has the second-highest number of online shoppers among Indonesian cities. Improving the online shopping experience is one strategy for attracting more customers. One of the foundations of the e-commerce business model is the website, the quality of which may be upgraded to boost customer happiness. The purpose of this research is to characterize and share information regarding the impact of e-commerce site quality on customer happiness. A total of 385 participants were surveyed using a quantitative questionnaire for this study. WebQual 4.0 is used to assess the quality of a website. This, plus the inclusion of a new factor—the visual quality as measured by VISAWI—in the evaluation of website quality. SEM PLS is used as the method of analysis. Based on the research that has been done, data shows that the website quality and visual appearance of Zalora’s e-commerce has a positive and significant influence on visitor satisfaction.