E-Service Quality, Consumer Innovativeness and Customer Loyalty: The Mediating Role of Brand Trust among Online Food Delivery Users

Muhammad Rohman Hidayat; Astrid Puspaningrum; Raditha Dwi Vata Hapsari

doi:10.24252/minds.v13i2.62865

Issue

Vol. 13 No. 2 (2026): September

Issue Published : 21 July 2026

Date Log

Submitted

20 November 2025

Accepted

18 June 2026

Published

30 July 2026

This work is licensed under a Creative Commons Attribution 4.0 International License.

E-Service Quality, Consumer Innovativeness and Customer Loyalty: The Mediating Role of Brand Trust among Online Food Delivery Users

https://doi.org/10.24252/minds.v13i2.62865

Muhammad Rohman Hidayat

University of Brawijaya, Indonesia

Astrid Puspaningrum

Universitas Brawijaya, Indonesia

Raditha Dwi Vata Hapsari

Universitas Brawijaya, Indonesia

Corresponding Author(s) : Muhammad Rohman Hidayat

[email protected]

Jurnal Minds: Manajemen Ide dan Inspirasi, Vol. 13 No. 2 (2026): September
Article Published : 30 July 2026

Abstract

Indonesia’s online food delivery market continues to expand, yet intense competition from established platforms prevails. This study contributes to the Stimulus-Organism-Response framework by explaining how e-service quality and consumer innovativeness build customer loyalty through brand trust. A quantitative causal survey was conducted among 130 Shopee Food users in Malang City, Indonesia, using purposive sampling and a structured five-point Likert questionnaire. Data were analyzed using PLS-SEM with SmartPLS. The findings show that e-service quality and consumer innovativeness strengthen both brand trust and customer loyalty. Brand trust also increases customer loyalty and mediates the effects of e-service quality and consumer innovativeness on loyalty. These results indicate that customer loyalty in the online food delivery context develops when reliable digital services and consumers’ openness to innovation generate trust. Shopee Food managers should improve service reliability, introduce relevant digital innovations, and reinforce brand credibility to sustain customer loyalty.

Keywords

E-Service Quality Consumer Innovativeness Brand Trust Loyalty Online Food Delivery

Hidayat, M. R., Puspaningrum, A., & Hapsari, R. D. V. (2026). E-Service Quality, Consumer Innovativeness and Customer Loyalty: The Mediating Role of Brand Trust among Online Food Delivery Users. Jurnal Minds: Manajemen Ide Dan Inspirasi, 13(2), 477–490. https://doi.org/10.24252/minds.v13i2.62865

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References

Al-Jundi, S. A., Shuhaiber, A., & Augustine, R. (2019). Effect of consumer innovativeness on new product purchase intentions through learning process and perceived value. Cogent Business and Management, 6(1). https://doi.org/10.1080/23311975.2019.1698849
Anser, M. K., Tabash, M. I., Nassani, A. A., Aldakhil, A. M., & Yousaf, Z. (2023). Toward the e-loyalty of digital library users: investigating the role of e-service quality and e-trust in digital economy. Library Hi Tech, 4(4), 1006–1021. https://doi.org/https://doi.org/10.1108/LHT-07-2020-0165
Bohórquez, M. R., Lara-Bocanegra, A., Teva, R., García-Fernández, J., Grimaldi-Puyana, M., & Gálvez-Ruiz, P. (2024). From e-service quality to behavioral intention to use e-fitness services post COVID-19 lockdown: When a crisis changes the social mindset. Heliyon, 10(9). https://doi.org/10.1016/j.heliyon.2024.e30382
Chao, S. L., Yu, M. M., & Wei, S. Y. (2024). Ascertaining the impact of e-service quality on e-loyalty for the e-commerce platform of liner shipping companies. Transportation Research Part E: Logistics and Transportation Review, 184(June 2022), 103491. https://doi.org/10.1016/j.tre.2024.103491
Chek, Y. L., & Ho, J. S. Y. (2016). Consumer Electronics E-retailing: Why the Alliance of Vendors’ E-service Quality, Trust and Trustworthiness Matters. Procedia - Social and Behavioral Sciences, 219, 804–811. https://doi.org/10.1016/j.sbspro.2016.05.083
Dai, H., Luo, X., Liao, Q., & Cao, M. (2015). Explaining consumer satisfaction of services: The role of innovativeness and emotion in an electronic mediated environment. Decision Support Systems, 70, 97–106. https://doi.org/10.1016/j.dss.2014.12.003
Fortes, N., Pagani, M., & Rita, P. (2017). The effects of privacy concerns, perceived risk and trust on online purchasing behaviour. International Journal of Internet Marketing and Advertising, 11(4), 307. https://doi.org/10.1504/ijima.2017.10007887
Ghali, Z., Rather, R. A., Abumalloh, R. A., Ghaderi, Z., Nawaz, M. Z., Abbasi, A. Z., & Jaziri, D. (2024). Impact of firm/customer innovativeness and identification on customer value co-creation, happiness and satisfaction. Technology in Society, 78(September 2023), 102639. https://doi.org/10.1016/j.techsoc.2024.102639
Griffin, Jill, & Herres, Ashleigh S. (2007). "The Role of Customer Loyalty in Business Strategy." Journal of Marketing Management, 23(5-6), 579-596. https://doi.org/10.1080/02672570701550426.
Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121. https://doi.org/10.1108/EBR-10-2013-0128
Hovland, C., Janis, I., & Kelley, H. (1953). Communication and persuasion. GT: Yale University Press.
Hur, W. M., Ahn, K. H., & Kim, M. (2011). Building brand loyalty through managing brand community commitment. Management Decision, 49(7), 1194–1213. https://doi.org/10.1108/00251741111151217
Hwang, J., Kim, J. J., & Lee, K. W. (2021). Investigating consumer innovativeness in the context of drone food delivery services: Its impact on attitude and behavioral intentions. Technological Forecasting and Social Change, 163(November 2018). https://doi.org/10.1016/j.techfore.2020.120433
Ivantan, I., Purwanti, P., & Zakri, M. (2024). Pengaruh Persepsi Harga dan E-Service Quality terhadap Kepuasan dan Loyalitas Pelanggan Tokopedia di Tangerang Selatan. Jurnal Arastirma, 4(2), 472–484. https://doi.org/10.32493/jaras.v4i2.38821
Kim, W. Bin, Kim, C., & Kurata, K. (2025). Relationships among consumer innovativeness, learning, and global product purchases: Store manager perspectives in retailing. Journal of Retailing and Consumer Services, 82(August 2024), 104084. https://doi.org/10.1016/j.jretconser.2024.104084
Konuk, F. A. (2019). The impact of retailer innovativeness and food healthiness on store prestige, store trust and store loyalty. Food Research International, 116(September 2018), 724–730. https://doi.org/10.1016/j.foodres.2018.09.003
Kotler, P., & Armstrong, G. (2018). Principles Marketing. In Global Edition (7th ed.). Pearson Education Limited. https://doi.org/10.1093/oseo/instance.00295839
Leon, S., & Dixon, S. (2023). Airline satisfaction and loyalty: Assessing the influence of personality, trust and service quality. Journal of Air Transport Management, 113(August 2022), 102487. https://doi.org/10.1016/j.jairtraman.2023.102487
Li, L., Wang, Z., Li, Y., & Liao, A. (2021). Impacts of consumer innovativeness on the intention to purchase sustainable products. Sustainable Production and Consumption, 27, 774–786. https://doi.org/10.1016/j.spc.2021.02.002
Luk, S. T. K., & Yip, L. S. (2008). The moderator effect of monetary sales promotion on the relationship between brand trust and purchase behaviour. Journal of Brand Management, 15(6), 452–464. https://doi.org/10.1057/bm.2008.12
Mauliza, N., & Zuhra, S. E. (2024). Pengaruh E-Service Quality Terhadap Loyalty Yang Dimediasi Oleh Corporate Image Dan Satisfaction Pada Pengguna E-Commerce Shopee Di Kota Banda Aceh. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen TERAKREDITASI SINTA, 4(1), 189–208. www.jim.usk.ac.id/ekm
Nguyen, Hoang., Vu, Tuan., Nguyen, Bach. (2022). Evaluating the Impact of E-Service Quality on Customer Intention to Use Video Teller Machine Services. J. Open Innov. Technol. Mark. Complex, 8, 167. DOI: https://doi.org/10.3390/joitmc8030167
Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). E-S-QUAL a multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213–233. https://doi.org/10.1177/1094670504271156
Persaud, A., & Schillo, S. R. (2017). Purchasing organic products: role of social context and consumer innovativeness. Marketing Intelligence and Planning, 35(1), 130–146. https://doi.org/10.1108/MIP-01-2016-0011
Pertiwi, W. (2021). Gojek dan Grab Harap Waspada, ShopeeFood Siap Ekspansi di Indonesia. Kompas.Com.

References

Al-Jundi, S. A., Shuhaiber, A., & Augustine, R. (2019). Effect of consumer innovativeness on new product purchase intentions through learning process and perceived value. Cogent Business and Management, 6(1). https://doi.org/10.1080/23311975.2019.1698849

Anser, M. K., Tabash, M. I., Nassani, A. A., Aldakhil, A. M., & Yousaf, Z. (2023). Toward the e-loyalty of digital library users: investigating the role of e-service quality and e-trust in digital economy. Library Hi Tech, 4(4), 1006–1021. https://doi.org/https://doi.org/10.1108/LHT-07-2020-0165

Bohórquez, M. R., Lara-Bocanegra, A., Teva, R., García-Fernández, J., Grimaldi-Puyana, M., & Gálvez-Ruiz, P. (2024). From e-service quality to behavioral intention to use e-fitness services post COVID-19 lockdown: When a crisis changes the social mindset. Heliyon, 10(9). https://doi.org/10.1016/j.heliyon.2024.e30382

Chao, S. L., Yu, M. M., & Wei, S. Y. (2024). Ascertaining the impact of e-service quality on e-loyalty for the e-commerce platform of liner shipping companies. Transportation Research Part E: Logistics and Transportation Review, 184(June 2022), 103491. https://doi.org/10.1016/j.tre.2024.103491

Chek, Y. L., & Ho, J. S. Y. (2016). Consumer Electronics E-retailing: Why the Alliance of Vendors’ E-service Quality, Trust and Trustworthiness Matters. Procedia - Social and Behavioral Sciences, 219, 804–811. https://doi.org/10.1016/j.sbspro.2016.05.083

Dai, H., Luo, X., Liao, Q., & Cao, M. (2015). Explaining consumer satisfaction of services: The role of innovativeness and emotion in an electronic mediated environment. Decision Support Systems, 70, 97–106. https://doi.org/10.1016/j.dss.2014.12.003

Fortes, N., Pagani, M., & Rita, P. (2017). The effects of privacy concerns, perceived risk and trust on online purchasing behaviour. International Journal of Internet Marketing and Advertising, 11(4), 307. https://doi.org/10.1504/ijima.2017.10007887

Ghali, Z., Rather, R. A., Abumalloh, R. A., Ghaderi, Z., Nawaz, M. Z., Abbasi, A. Z., & Jaziri, D. (2024). Impact of firm/customer innovativeness and identification on customer value co-creation, happiness and satisfaction. Technology in Society, 78(September 2023), 102639. https://doi.org/10.1016/j.techsoc.2024.102639

Griffin, Jill, & Herres, Ashleigh S. (2007). "The Role of Customer Loyalty in Business Strategy." Journal of Marketing Management, 23(5-6), 579-596. https://doi.org/10.1080/02672570701550426.

Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121. https://doi.org/10.1108/EBR-10-2013-0128

Hovland, C., Janis, I., & Kelley, H. (1953). Communication and persuasion. GT: Yale University Press.

Hur, W. M., Ahn, K. H., & Kim, M. (2011). Building brand loyalty through managing brand community commitment. Management Decision, 49(7), 1194–1213. https://doi.org/10.1108/00251741111151217

Hwang, J., Kim, J. J., & Lee, K. W. (2021). Investigating consumer innovativeness in the context of drone food delivery services: Its impact on attitude and behavioral intentions. Technological Forecasting and Social Change, 163(November 2018). https://doi.org/10.1016/j.techfore.2020.120433

Ivantan, I., Purwanti, P., & Zakri, M. (2024). Pengaruh Persepsi Harga dan E-Service Quality terhadap Kepuasan dan Loyalitas Pelanggan Tokopedia di Tangerang Selatan. Jurnal Arastirma, 4(2), 472–484. https://doi.org/10.32493/jaras.v4i2.38821

Kim, W. Bin, Kim, C., & Kurata, K. (2025). Relationships among consumer innovativeness, learning, and global product purchases: Store manager perspectives in retailing. Journal of Retailing and Consumer Services, 82(August 2024), 104084. https://doi.org/10.1016/j.jretconser.2024.104084

Konuk, F. A. (2019). The impact of retailer innovativeness and food healthiness on store prestige, store trust and store loyalty. Food Research International, 116(September 2018), 724–730. https://doi.org/10.1016/j.foodres.2018.09.003

Kotler, P., & Armstrong, G. (2018). Principles Marketing. In Global Edition (7th ed.). Pearson Education Limited. https://doi.org/10.1093/oseo/instance.00295839

Leon, S., & Dixon, S. (2023). Airline satisfaction and loyalty: Assessing the influence of personality, trust and service quality. Journal of Air Transport Management, 113(August 2022), 102487. https://doi.org/10.1016/j.jairtraman.2023.102487

Li, L., Wang, Z., Li, Y., & Liao, A. (2021). Impacts of consumer innovativeness on the intention to purchase sustainable products. Sustainable Production and Consumption, 27, 774–786. https://doi.org/10.1016/j.spc.2021.02.002

Luk, S. T. K., & Yip, L. S. (2008). The moderator effect of monetary sales promotion on the relationship between brand trust and purchase behaviour. Journal of Brand Management, 15(6), 452–464. https://doi.org/10.1057/bm.2008.12

Mauliza, N., & Zuhra, S. E. (2024). Pengaruh E-Service Quality Terhadap Loyalty Yang Dimediasi Oleh Corporate Image Dan Satisfaction Pada Pengguna E-Commerce Shopee Di Kota Banda Aceh. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen TERAKREDITASI SINTA, 4(1), 189–208. www.jim.usk.ac.id/ekm

Nguyen, Hoang., Vu, Tuan., Nguyen, Bach. (2022). Evaluating the Impact of E-Service Quality on Customer Intention to Use Video Teller Machine Services. J. Open Innov. Technol. Mark. Complex, 8, 167. DOI: https://doi.org/10.3390/joitmc8030167

Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). E-S-QUAL a multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213–233. https://doi.org/10.1177/1094670504271156

Persaud, A., & Schillo, S. R. (2017). Purchasing organic products: role of social context and consumer innovativeness. Marketing Intelligence and Planning, 35(1), 130–146. https://doi.org/10.1108/MIP-01-2016-0011

Pertiwi, W. (2021). Gojek dan Grab Harap Waspada, ShopeeFood Siap Ekspansi di Indonesia. Kompas.Com.

Issue

Vol. 13 No. 2 (2026): September

Date Log

E-Service Quality, Consumer Innovativeness and Customer Loyalty: The Mediating Role of Brand Trust among Online Food Delivery Users

Corresponding Author(s) : Muhammad Rohman Hidayat

Abstract

Keywords

Full Article

Download Citation

References

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