Amanah e-Service Quality to Improve Value Co-Creation Capability and Marketing Performance of Fashion MSMEs in Indonesia

Abstract

This study aims to develop and test the conceptual model of Amanah e-Service Quality (AeSQ) as a refinement of Expectancy Disconfirmation Theory (EDT) by integrating Islamic ethical values, namely Amanah . This model is empirically tested on digital-based fashion MSMEs in Indonesia. AeSQ consists of four dimensions: Amanah e-System Availability Service Quality, Amanah e-privacy Service Quality, Amanah e-Efficiency Service Quality and Amanah e-Fulfillment Service Quality, which are hypothesized to influence Value Co-Creation Capability (VCCC) and impact Marketing Performance. Data were collected from 212 respondents who are owners or managers of fashion MSMEs selling on digital platforms such as Shopee, websites, WhatsApp, and social media. Analysis using Structural Equation Modeling (SEM) with AMOS showed that the model has a good fit (X2/df = 1.036; p = 0.255; TLI = 0.996; CFI = 0.996; GFI = 0.864). The results show that Amanah e-System Availability Service Quality does not directly affect Amanah e-Fulfillment Service Quality, but has a significant indirect effect through Amanah e-Privacy Service Quality and Amanah e-Efficiency Service Quality. Furthermore, Amanah e-Fulfillment Service Quality has a significant effect on Value Co-Creation Capability (VCCC), and VCCC positively improves Marketing Performance. This study confirms that the Amanah value expands EDT through the integration of spiritual and moral dimensions that play an important role in building sustainable digital marketing performance.