THE INFLUENCE OF E-SERVICE QUALITY AND E-PRICE ON E-SATISFACTION MEDIATED BY E-TRUST IN SHOPEE FOOD APPLICATION (A Study on Bima-NTB Students in Malang City)

This study aims to analyze the influence of e-service quality and e-price on e-satisfaction, mediated by e-trust, among users of the Shopee Food application, focusing on students from Bima-NTB who are pursuing higher education in Malang City. The background of this study is the increasing use of food delivery services among migrant students and the significant differences between their digital experiences in their hometowns and in urban areas. Using a quantitative approach with the Structural Equation Modeling (SEM-PLS) method, data were collected from 217 respondents from Bima-NTB students through an online questionnaire. The results show that e-service quality has a significant effect on both e-trust and e-satisfaction. Meanwhile, e-price does not significantly affect e-satisfaction but has a positive and significant influence on e-trust. Furthermore, e-trust does not mediate the effect of e-service quality and e-price on e-satisfaction. These findings emphasize the importance of service quality and digital trust in shaping customer satisfaction, while also highlighting the need to improve competitive pricing, especially in the context of app-based food delivery services among migrant students.