The Effect Of E-Service Quality and E-Trust On E-Loyalty With E-Satisfaction As The Intervening Variable

Abstract

This study aims to determine the effect of electronic service quality and electronic trust on customer loyalty on online platforms, with electronic satisfaction as an intervening variable, through data analysis from Shopee customers. The research method uses non-probability sampling techniques, specifically purposive sampling, with a population of individuals aged 17 to 50 years who live in Cirebon, Indramayu, Majalengka, and Kuningan who have made transactions on the Shopee application at least once in the past month. Data collection was carried out through an online questionnaire via Google form, with 151 questionnaires deemed eligible for analysis. Respondent data that has been processed using SmartPLS3.0 software. The results of data analysis show that E-Service Quality has a positive and significant effect on E-Loyalty, E-Trust has a negative and insignificant effect on E-Loyalty, E-Service Quality has a positive and significant effect on E-Satisfaction, E-Trust has a positive and significant effect on E-Satisfaction, E-Satisfaction has a positive and significant effect on E-Loyalty, E-Service Quality has a positive and significant effect on E-Loyalty through E-Satisfaction, E-Trust has a positive and significant effect on E-Loyalty through E-Satisfaction. From the results of the research conducted, it can be concluded that e-satisfaction plays an important role as a mediator between e-service quality and e-trust on e-loyalty in online platforms.