Customer Satisfaction as a Mediator between Logistic Service Quality and Cross-Border Repurchase Intention: A Study on In-donesian Shoppers Buying from Chinese Platforms

Abstract

The rapid growth of cross-border e-commerce (CBEC) in Indonesia, driven primarily by purchases from Chinese platforms, necessitates a deep understanding of how logistics service quality (LSQ) translates into sustained consumer behaviour. Grounded in the Stimulus-Organism-Response (SOR) framework, this study investigates the direct and indirect relationships between key CBEC LSQ dimensions (Delivery Service Quality, Delivery Information Service, Return Logistics System, and Delivery Stability), Shipping Cost Transparency (SCT), Cross-Border Shopping Experience (CBSE), Customer Satisfaction (CS), and Cross-Border Repurchase Intention (CBRI). Using a quantitative, cross-sectional survey design with 175 Indonesian consumers, the research employed Partial Least Squares Structural Equation Modelling (PLS-SEM) via SmartPLS. The model demonstrated good fit with an SRMR of 0.046 and high explanatory power, accounting for 79.1% of the variance in Customer Satisfaction and 75.0% of the variance in Repurchase Intention. The findings reveal that Delivery Service Quality (H1), Delivery Information Service (H2), Delivery Stability (H4), and Cross-Border Shopping Experience (H6) are positive and significant predictors of Customer Satisfaction. Conversely, Return Logistics System (H3) and Shipping Cost Transparency (H5) showed positive but non-significant direct effects on Customer Satisfaction. Crucially, Customer Satisfaction was confirmed as a significant mediator (H10, H11, H13, H15), successfully translating the positive effects of Delivery Service Quality, Delivery Information Service, Delivery Stability, and Cross-Border Shopping Experience into increased Repurchase Intention. Direct effects also confirmed that Cross-Border Shopping Experience (H8) and Shipping Cost Transparency (H7) significantly influence Repurchase Intention. These results provide actionable insights for CBEC platforms aiming to enhance consumer retention by focusing on reliable delivery execution and consistent information provision