E-SATISFACTION DAN E-TRUST BERPERAN DALAM MEMEDIASI PENGARUH E-SERVICE QUALITY TERHADAP E-LOYALTY PADA SITUS E-COMMERCE BLIBLI.COM

Abstract

One of the success factor of an e-commerce company is its online consumer loyalty (e-loyalty) because e-loyalty can influence repurchase decision and product recommendation. It is important for e-commerce companies to offer the best quality of electronic services (e-service quality) because e-service quality can influence consumers satisfaction and trust, which in turn resulting in customer loyalty. This research was conducted on an e-commerce site Blibli.com, with the people of Bali Province who have made purchases on Blibli.com as the study population. Purposive sampling technique was used to determine the sample size of 130 people used in this study, while path analysis and Sobel test was used to analyse the data. Research results show that e-service quality positively and significantly affect e-satisfaction, e-trust and e-loyalty. E-satisfaction and e-trust have a positive and significant effect on e-loyalty. Results of this study also show that e-satisfaction and e-trust can mediate the influence of e-service quality on e-loyalty. Keywords : e-loyalty, e-satisfaction, e-trust, e-service quality

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