Pengaruh E-service Quality dan E-trust terhadap E-satisfaction pada Pengguna Grab-Food Dari Generasi Z
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Penelitian ini bertujuan untuk menguji kekuatan pengaruh dari e-service quality dan e-trust terhadap e-satisfaction pengguna Grab-Food dari Generasi Z. Penelitian ini melibatkan 98 responden pada usia lebih dari 12 tahun. Terdiri dari 89 perempuan dan 9 laki-laki. Penelitian ini menggunakan uji regresi dengan multiple regression sebagai teknik analisis data. Hasil analisis uji regresi menunjukkan bahwa e-service quality berpengaruh positif dan signifikan terhadap e-satisfaction (p<0,001). Hasil uji regresi juga menyatakan bahwa e-trust berpengaruh positif dan signifikan pada e-satisfaction (p<0,003). E-service quality dan e-trust juga berpengaruh positif secara simultan terhadap e-satisfaction (p<0,001). Variabel e-service quality disokong oleh dimensi privacy dengan kekuatan 2,129. Variabel e-trust didominasi oleh dimensi integrity sebesar 1,985.
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