The Relationship Between E-Service Quality and E-Loyalty of Shopee User:The Effect of E-Trust as an Intervening Variable
Holmes Rolandy Kapuy, Andik Setiawan, Ni Kadek Sriwati

Sintuwu Maroso Poso University

Abstract

The aim of the research is to find out the influence of the E-Service Quality and E-Loyalty with E-Trust as the influencing variable (Case Study of Shopee Users in Poso Regency). The sampling technique used was Non-Probability Sampling with a total of
80 people. The data in this research were analyzed based on Path Analysis and Sobel Test using the Statistical Program for Social Science (SPSS) version 27. The results of research on substructure I show that there is a direct influence between E-Service Quality on E-Trust. Furthermore, the results of research on substructure II show that E-Service Quality has no direct influence on E-Loyalty and E-Trust has a direct influence on E-Loyalty. Furthermore, the results of the Sobel test show that there is an indirect influence between E-Service Quality on E-Loyalty through E-Trust.

Keywords: E-Service Quality,E-Trust, E-Loyalty.

Topic: Marketing and Digital Marketing