THE INFLUENCE OF E-SERVICE QUALITY AND E-TRUST ON E-LOYALTY MEDIATED BY E-SATISFACTION AMONG SHOPEE USERS IN INDONESIA
Abstract
The purpose of this study was to determine and analyze the effect of e-service quality and e-trust on e-loyalty mediated by e-satisfaction on shopee users in Indonesia. The research method used is quantitative and primary data is collected using an online questionnaire. The population in this study is Shopee users. The number of samples in this study is 210 respondents in Indonesia. The sampling technique used in this study is nonprobability sampling with a purposive sampling method. The analysis method in this study used PLS analysis with a variant-based structural equality modeling approach. The research data processing technique used PLS 3.2.9. The results of the study and analysis showed that: 1) e-service quality has a positive and significant effect on e-satisfaction. 2) e-trust has a positive and 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) e-service quality has a positive and significant effect on e-loyalty which is mediated by e-satisfaction. 7) e-trust has a positive and significant effect on e-loyalty which is mediated by e- satisfaction.
Keywords: E-Service Quality, E-Trust, E-Loyalty, E-Satisfaction
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