The purpose of this study was to determine the effect of service quality on the determinants of attitudes and actual user on user behavior online store. The research data was obtained from 206 questionnaires distributed by students and the general public in the city of Surabaya, East Java in Indonesia country who had used the services of online stores. The results showed that E-service quality not exhibited significantly influential to actual use. But it is different from the E-service quality significantly influence the attitude which indicates that the service is an important factor for web users online shop. As for Reliability, Responsiveness, Availability, and Privacy show results significant positive effect on E-service quality, it is similar to the attitude that the positive effect on actual use.
Online Shop has become inseparable in the life of consumer behaviour of Indonesia, in using application of Shopee, Lazada, Tokopedia, Bukalapak and Jd.id. This is known to increase the real consumption growth of Indonesian society. The purpose of this study is to determine the effect of e-service quality on the determinants of attitudes and actual users on online shop users' behaviour in Indonesia. This study uses the Partial Least Square or Warp PLS 6.0 method to test the hypothesis using 206 respondents from online shop users in Indonesia. The results showed that service quality (ESQ) and consumer behaviour (ATT) were found to have a positive effect on actual users (USE). While the quality of service (ESQ) was found to have no positive effect on actual usage (USE) in using the online web shop, these findings provide insight into consumer behaviour, e-commerce, marketing and technology. This study contributes to the growing literature on customer attitudes in online shop-based purchases.
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