Pengaruh Kualitas E-Service Terhadap Loyalitas Pelanggan Di Shopee Melalui Kepuasan Pelanggan Sebagai Variabel Intervening Pada Pengguna Aplikasi Shopee Di Surabaya

Abstract

This study aims to determine the effect of e-service quality on customer loyalty through Shopee customer satisfaction. The population in this study are Shopee application users in Surabaya. This research is a type of quantitative research with explanatory research method. In sampling the technique used is purposive sampling technique with a sample size of 100 respondents. Data analysis was performed using the Partial Least Square-Structural Equation Modeling (PLS-SEM) model with the help of SmartPLS 3.0 software. The results show that the quality of e-service has a positive effect on customer satisfaction, the quality of e-service has a positive effect on customer loyalty, customer satisfaction has a positive effect on customer loyalty and the quality of e-service has a positive effect on customer loyalty through customer satisfaction of Shopee application users.

Keywords: E-service Quality, Customer Loyalty, Customer Satisfaction