PENGARUH E-SERVICE QUALITY, BRAND IMAGE, DAN CUSTOMER TRUST TERHADAP E-LOYALTY MELALUI E-CUSTOMER SATISFACTION PADA PERUSAHAAN E-COMMERCE SOCIOLLA
DOI:
https://doi.org/10.59689/rp.v2i1.82Keywords:
E-Service Quality, Brand Image, Customer Trust, E-Customer Satisfaction, E-LoyaltyAbstract
This Study aims to see the effect of E-Service Quality, Brand
Image, Customer Trust, E-Customer Satisfaction, and E-Loyalty.
This research was conducted on the people of Cikupa District
who had shopped online at Sociolla. Sampling with purposive
sampling method using sample quota of 210 respondents with
an age limit of 17 years and at least have purchased the product
1-2 in 2 month. The number of statements submitted to
respondents was 40 items. The data analysis techniques used in
this research are validity test, reliability test, classical
assumption test, descriptive analysis, and path analysis. The
results based on path analysis show that E-Service Quality has a
significant effect on E-Customer Satisfaction, Brand Image has a
significant effect on E-Customer Satisfaction, Customer Trust
has no significant effect on E-Customer Satisfaction, E-Service
Quality has a significant effect on E-Loyalty, Brand Image has no
significant effect on E-Loyalty, Customer Trust has no significant
effect on E-Loyalty, E-Customer Satisfaction has a significant
effect on E-Loyalty, E-Service uality has a significant effect on Eloyalty through E-Customer Satisfaction, Brand Image has a
significant effect on E-Loyalty through E-Customer Satisfaction,
Customer Trust does not significant effect on E-Loyalty through
E-Customer Satisfaction.
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