Pengaruh Electronic Service Quality dan Electronic Trust Terhadap Kepuasan Pengguna aplikasi Starbucks

The rapid development of digital technology encourages companies to improve the quality of electronic-based services to meet customer needs and expectations. Starbucks, as a global coffee shop brand, has implemented digital services through its mobile application; however, various customer complaints related to application performance and data security issues have emerged, potentially affecting customer satisfaction. This study aims to examine the effect of electronic service quality and electronic trust on Starbucks customer satisfaction. This research employs a quantitative approach using a survey method. Data were collected through questionnaires distributed to Starbucks customers who use the Starbucks Indonesia application. The data were analyzed using multiple linear regression with the assistance of SPSS software. The results indicate that electronic service quality has a positive and significant effect on customer satisfaction. Furthermore, electronic trust also has a positive and significant effect on Starbucks customer satisfaction. These findings suggest that higher levels of electronic service quality and customer trust in Starbucks’ digital services lead to increased customer satisfaction. This study is expected to provide valuable insights for companies in improving digital service quality and strengthening customer trust to achieve sustainable customer satisfaction.