QUALITY MANAGEMENT 55 1. Introduction E-commerce business has been growing, and it is causing an increase in online shopping. Surely it is influenced by the ease of customers to obtain access to the Internet and its use (www.bisnisonline7.com). World Customs Organisation (WCO) said that in 2014 Internet users had reached 3 billion of the world population, while 40% of them are online consumers. Indonesianusershadreached93millionusers,about7.4million of whom are online consumers in 2015, and this is predicted to continue to increase every year (www.kanal.web.id). The Nielsen Global Survey of E-Commerce conducted a survey in 60 countries that have internet access. The survey was done in order to see the intensity of consumer spending in the world. From the survey results, it is known that online consumers of travel services make up the highest number of consumersintheworldaswellasinIndonesia. Fig.1showthat 55percentofairlineticket/reservationsaremadethroughonline purchasing, and then 46 per cent of tours/hotel reservations are also by online purchasing (www.nielsen.com). Tripadvisor.co.id, traveloka.com, pegipegi.com, Agoda.com etc.aretravellingandaccommodationswebsitesthatareknown by Indonesia consumers. Agoda.com uses platform searching and is the biggest online hotel reservation website, especially in Asia-Pacific. Agoda.com has partnerships with thousands of hotels in the world and has customer service in 38 languages. This study focused to investigate consumer satisfaction of Agoda.com. Ease of use, availability, efficacy, privacy, and relevant information are dimensions of e-service quality that influence consumers’ satisfaction with online purchases. Sabiote et al. (2012) studied how Hofstede’s cultural dimensions moderated the relationship. Hofstede’s Indonesia scores of individualism dimension is 14 and uncertainty avoidance is 48 (https://geert- hofstede.com/indonesia.html). It shows that first, Indonesia is a Collectivist society. And second, Indonesia scoring (48) on uncertainty avoidance shows a low preference for avoiding uncertainty. Figure 1. Online purchasing Source: www.nielsen.com This research is conducted to investigate the moderation effect of Hofstede’s cultural dimensions (individualism/collec- tivism and uncertainty avoidance) on the relationship between e-service quality and satisfaction with online purchase at Agoda.com. This conceptual framework was adapted from Sabiote et al. (2012). However, while Sabiote et al. (2012) chose a sample from two nationalities, namely British (individualist culture) and Spa- nish (collectivist culture), this research choose one nationality, namelyIndonesianwiththeircollectivismcultureandlowlevelof uncertainty avoidance. Whereas Sabiote et al. (2012) compared the moderation effect of an individualistic culture and collectivist culture on the relationshipbetweeneaseofuseonsatisfactionwithonlinepur- chasing, this research investigate the moderating effect of collectivist culture and low uncertainty avoidance culture on the relationship between ease of use on satisfaction with online purchasing at Agoda.com. QUALITY access to success Vol. 18, No. 157/April 2017 Moderation Effects of Cultural Dimensions Moderation Effects of Cultural Dimensions on the Relationship between E-Service Quality on the Relationship between E-Service Quality and Satisfaction with Online Purchase and Satisfaction with Online Purchase Airin Lidwina Jaury JAUW * , Edi PURWANTO ** Abstract The purpose of the study is to investigate the effect of e-service quality on satisfaction with online purchases moderatedbyculturaldimensions.E-servicequalitydimensionsincludeeaseofuse,availability,efficacy,privacy,and relevantinformation.Culturaldimensionsareindividualism/collectivismanduncertaintyavoidance.Thisresearchwas conducted in Jakarta and its respondents are consumers who have completed an online transaction at Agoda.com and it was conducted from January to July 2016. This study uses moderated regression analysis (MRA) technique. Theresultsofthestudyshowthateaseofuseandprivacydimensionshavenothadsignificanteffectsonsatisfaction moderatedbycollectivismculture,butavailability,efficacy,andrelevantinformationdimensionshavesignificanteffect on satisfaction moderated by collectivism culture. Likewise, the study found that ease of use and privacy dimensions have not had significant effects on satisfaction moderated by low uncertainty avoidance culture, and availability, efficacy, and relevant information dimensions have significant effects on satisfaction moderated by low uncertainty avoidance culture. Keywords: cultural, e-service quality, satisfaction, online purchase. ——————— * Department of Management, Bunda Mulia University, Indonesia; E-mail: airinheartnyll12594@gmail.com. ** Corresponding author, Department of Management, Bunda Mulia University, Indonesia; E-mail: epurwanto@bundamulia.ac.id.