Electronic Theses and Dissertation

Perkembangan teknologi digital telah mendorong meningkatnya penggunaan platform game berbasis metaverse, salah satunya roblox, yang tidak hanya berfungsi sebagai media hiburan tetapi juga ruang sosial dan ekonomi digital. peningkatan jumlah pengguna di indonesia menimbulkan kebutuhan untuk memahami faktor-faktor yang memengaruhi kepuasan pengguna, terutama terkait e-service quality, user experience, dan trust terhadap platform. penelitian ini bertujuan untuk menganalisis pengaruh e-service quality, user experience, dan trust terhadap kepuasan pengguna roblox. metode penelitian menggunakan pendekatan kuantitatif dengan teknik analisis partial least squares–structural equation modeling (pls-sem). pengumpulan data dilakukan melalui penyebaran kuesioner kepada 190 responden pengguna roblox berusia 17 tahun ke atas. hasil penelitian menunjukkan bahwa seluruh variabel independen memiliki pengaruh positif dan signifikan terhadap kepuasan pengguna, dengan nilai p < 0,05. dengan seluruh indikator memiliki nilai loading factor ≥ 0,70 serta nilai cronbach’s alpha dan composite reliability ≥ 0,70. evaluasi inner model menunjukkan nilai r-square sebesar 0,734 yang termasuk kategori kuat, sehingga variabel independen mampu menjelaskan 73,4% variasi kepuasan pengguna. hasil f-square menunjukkan bahwa e-service quality memiliki pengaruh sedang (0,335), user experiencememiliki pengaruh sedang (0,232), dan trust memberikan pengaruh kecil (0,095). goodness of fit model juga memenuhi kriteria dengan nilai srmr 0,060 (0,70). temuan ini menegaskan e-service quality, user experience dan trust terhadap platform berperan penting dalam meningkatkan kepuasan pengguna roblox. penelitian ini memberikan implikasi bagi pengembang untuk meningkatkan stabilitas sistem, desain pengalaman bermain, serta keamanan platform guna mempertahankan kepuasan pengguna roblox. kata kunci: e-service quality, kepuasan pengguna, pls-sem, roblox, trust, user experience.

The development of digital technology has driven the increasing use of metaverse-based gaming platforms, including Roblox, which functions not only as an entertainment medium but also as a social and digital economic space. The growing number of users in Indonesia creates the need to understand the factors that influence user satisfaction, particularly those related to e-service quality, user experience, and trust in the platform. This study aims to analyze the influence of eservice quality, user experience, and trust on Roblox user satisfaction. The research employs a quantitative approach using Partial Least Squares–Structural Equation Modeling (PLS-SEM). Data were collected through a questionnaire distributed to 190 Roblox users aged 17. The results showthat all independent variables have a positive and significant effect on user satisfaction (p-values < 0.05). All indicators demonstrate loading factor values ≥ 0.70, as well as Cronbach’s Alpha and Composite Reliability values ≥ 0.70. The inner model evaluation indicates an R-square value of 0.734, which falls into the strong category, meaning that the independent variables explain 73.4% of the variance in user satisfaction. The F-Square results show that E-Service Quality has a medium effect (0.335), User Experience has a medium effect (0.232), and Trust is having a negligible impact (0.095). The model’s Goodness of Fit also meets the criteria, with an SRMR value of 0.060 (0.70). These findings confirm that e-service quality, user experience, and trust play an important role in enhancing user satisfaction on Roblox. This study provides implications for developers to improve system stability, user experience design, and platform security to maintain user satisfaction. Keyword: E-Service Quality, PLS-SEM, Roblox, Trust, User Experience.