Abstract:

This study aims to explore the effect of e-service quality and e-trust on e-customer loyalty in Shopee® Indonesia’s e-commerce and investigate whether e-customer satisfaction performs as a mediating variable or not. Loyal customers are an essential driver of e-commerce success because customer loyalty is closely related to the profitability and long-term growth of a company. A small increase in the number of loyal customers can dramatically increase profits, which in the e-commerce industry will be very profitable because the competition is only one mouse click away. This study used 400 customers of Shopee® Indonesia as respondents and applied the structural equation model (SEM) in data analysis and hypothesis testing. It found that e-service quality and e-trust affected e-customer loyalty through e-customer satisfaction as the mediating variable. E-customer satisfaction partially mediates the relationship between e-service quality and e-trust on e-customer loyalty.