The Effect of Logistics Service Quality on Shopee Customers’ Intention to Repurchase in the Mountainous Region of Papua Province, Mediated by Customer Satisfaction

Abstract

Indonesia’s rapid e-commerce growth has increased the importance of reliable logistics services, particularly in geographically constrained regions such as Papua Highlands Province, where delivery costs, infrastructure limitations, and service uncertainty may influence online shopping behavior. This study aims to examine the effects of logistics service quality dimensions and price fairness on customer satisfaction, and to assess how customer satisfaction and loyalty influence repurchase intention among Shopee customers. A quantitative, cross-sectional survey design was employed involving 385 respondents selected through purposive sampling. Data were collected using a five-point Likert-scale questionnaire and analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM) with SmartPLS 4. The results show that Personnel Quality, Information Service Quality and Product Availability, Timeliness, and Price Fairness have significant positive effects on Customer Satisfaction, while Order Accuracy and Quality and Order Efficiency, Discrepancy and Flexibility are not significant. Price Fairness is the strongest predictor of Customer Satisfaction. Customer Satisfaction significantly affects Loyalty and Repurchase Intention, while Loyalty has a strong significant effect on Repurchase Intention. The study concludes that fair pricing, timely delivery, service information quality, and responsive personnel are critical for strengthening satisfaction, loyalty, and repurchase intention among Shopee customers in Papua Highlands under challenging regional logistics conditions.