ABSTRACT
The use of smartphone continues to increase, particularly for entertainment and gaming. In Indonesia, usage of smartphones is 125.6%. Public spending for mobile game transactions also continues to escalate over the years, making this market high in opportunities for business players engaged in game credit top-up services. However, companies in this industry have not paid adequate attention to e-service quality that received low ratings and reviews, along with complaints by customers on Google Play. One of them is Codashop application. With regard to this, an in-depth analysis and a theory-based study are essential to understand the reasons consumers use online services. This study aims at measuring customer satisfaction in the reuse of a service, wherein e-service quality is measured using four dimensions, namely customer service, security and privacy, fulfillment, and design apps. Hypotheses were developed to describe the relationship between variables. The proposed conceptual framework of the extended e-service quality model determined and assessed consumer behavior in reusing an online service. This study employs non-probability sampling with quantitative data collection using distributed questionnaires. The data analysis technique devised was structural equation modeling (SEM) with the support of SmartPLS 3.2.8 software.
