PENGARUH E-SERVICE QUALITY DAN E-TRUST TERHADAP E-SATISFACTION SERTA DAMPAKNYA E-LOYALTY PENGGUNA E-WALLET OVO DI KOTA MEDAN

Abstract

The purpose of this study was to see how e-service quality and e-trust influence e-satisfaction and e-loyalty directly (direct) and indirectly (indirect) on users of the ovo e-wallet application in Medan, Indonesia. Quantitative methods are used in this study with primary data sources derived from individual respondents. Data processing was carried out using a structural equation model (SEM) which was run with the SmartPLS 3.0 application. The number of samples is 97 respondents who had passed the screening question. The results showed that 1) E-Service Quality has a positive and significant effect on E-Satisfaction, 2) E-Trust has no significant effect on E-Satisfaction, 3) E-Service Quality has a positive and significant effect on E-Loyalty, 4) E-Trust has a positive and significant effect on E-Loyalty, 5) E-Satisfaction has a positive and significant effect on E-Loyalty, 6) Through E-Satisfaction, E-Service Quality has a positive and significant effect on E-Loyalty, 7) E-Satisfaction does not mediate the relationship between E-Trust and E-Loyalty.

Keywords

• e-service quality
• e-trust
• e-satisfaction
• e-loyalty