ABSTRACT
This study aims to analyze the influence of e-service quality and its subdimensions on the experience of buying data service packages as a prepaid customer through the MyTelkomsel purchase channel. The dimensions of e-service quality to be analyzed here include electronic service quality (ES-Qual), consisting of efficiency, fulfillment, system availability, and privacy; and electronic recovery service quality (E-RecSQUAL), consisting of responsiveness, compensation and contact. This research employed a quantitative research method with descriptive analysis techniques, along with a data collection method using secondary data from Telkomsel’s internal big data. Purposive sampling techniques were used. Based on specified criteria, 164,394 samples of data package purchase transactions were analyzed. This study also utilized the logistic regression analysis method. Based on the overall fit test with omnibus tests of model coefficients, it can be concluded that, simultaneously and partially, ES-Qual has a significant effect on the buying experience. Nagelkerke R squares values show that this model can predict the value of its observations.
