Andriani KUSUMAWATI, Fedianty AUGUSTINAH, Taher ALHABSYI, Suharyono SUHARYONO / Journal of Asian Finance, Economics and Business Vol 8 No 8 (2021) 0573–0581 573 573 Print ISSN: 2288-4637 / Online ISSN 2288-4645 doi:10.13106/jafeb.2021.vol8.no8.0573 The E-Servqual Effect on the Stickiness Intention of Marketplace During COVID-19 Pandemic: An Empirical Study in Indonesia Andriani KUSUMAWATI 1 , Fedianty AUGUSTINAH 2 , Taher ALHABSYI 3 , Suharyono SUHARYONO 4 Received: April 30, 2021 Revised: July 08, 2021 Accepted: July 15, 2021 Abstract This paper examines the effect of e-service quality on the users of the Facebook marketplace. Users can always have stickiness intention. Stickiness intention is regarded as repetitive visits to and use of a certain website because of a commitment to continue using that website. Hence, we examine and explain the influence of e-service quality variables on stickiness intention. The variables used for e-service quality include efficiency, fulfillment, system availability, and privacy. The researchers related stickiness intention variable to online media users who always use the Facebook marketplace longer than other marketplaces, and users who visit the Facebook marketplace more often than other marketplaces. The method of data analysis was using inferential statistics GeSCA method. The GeSCA method is a Structural Equation Modeling (SEM) technique that can directly analyze latent variables, indicators, and measurement errors. The results of the GeSCA method before the COVID-19 pandemic states that an increase in e-service quality by 77.5% will increase stickiness intention by 61.2%. The results of the GeSCA method after the COVID-19 pandemic states that an increase in e-service quality by 85.2% would increase stickiness intention by 81.1%. This indicates that Facebook marketplace users had more stickiness intention for the Facebook marketplace. Keywords: E-Servqual, Stickiness Intention, Facebook Marketplace, COVID-19, GeSCA Method JEL Classification Code: M13, M21, M3, M31 Indonesia is a developing country with many Micro, Small, and Medium Enterprises (MSMEs), but does not have many online marketplaces. MSMEs can take advantage of the Facebook marketplace to plan a marketing strategy during the COVID-19 pandemic (Karapetyan et al., 2019; Syuhada & Gambett, 2013). Managers must offer strategic tools to improve the performance of marketing. Online marketing is the practice of leveraging web-based channels to spread a message about a company’s brand, products, or services to its potential customers (Syuhada & Gambett, 2013). Email, display advertising, social media, and search engine optimization are some of the strategies and tactics utilized in Internet marketing (Schwarzl & Grabowska, 2015). The objective of online marketing is to reach potential customers through the channels where they spend their time reading, searching, shopping, and socializing online (Schwarzl & Grabowska, 2015). E-commerce is the use of the Internet and websites to conduct business. Customers from around the world can easily shop on e-commerce sites – companies are no longer restricted by geography or physical barriers. The COVID-19 pandemic has caused changes that impacted various sectors, one of which is the economic sector (Goh et al., 2021; Herwany et al., 2021; Alzyadat & 1 First Author. Department of Administrative Science, Business Administration, Brawijaya University, Indonesia. Email: andriani_kusuma@ub.ac.id 2 Corresponding Author. Doctoral Program of Business Administration, Faculty of Administrative Science, Brawijaya University, Indonesia [Postal Address: Jl. Veteran, Ketawanggede, Lowokwaru, Kota Malang, Jawa Timur, 65145, Indonesia] Email: fedianty.augustinah@unitomo.ac.id 3 Department of Administrative Science, Business Administration, Brawijaya University, Indonesia. Email: taheralhabsyi@gmail.com 4 Department of Administrative Science, Business Administration, Brawijaya University, Indonesia. Email: suharyonofia@yahoo.com © Copyright: The Author(s) This is an Open Access article distributed under the terms of the Creative Commons Attribution Non-Commercial License (https://creativecommons.org/licenses/by-nc/4.0/) which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited. 1. Introduction In the digital era, the Internet is the center of many people’s activities, and the researchers predict that online marketing is the most effective method. E-commerce is the activity of electronically buying or selling products on online services or over the Internet. Online marketing is a method that applies new media to implement a marketing strategy.