PENGARUH E-SERVICE QUALITY, KEPERCAYAAN, CITRA MEREK TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN SHOPEE

This study's main objective is to determine the relationship between e-service quality, trust, and brand image to customer loyalty. Customer satisfaction is a mediator with a focus on Shopee customers in Yogyakarta. The reliability and validity tests are conducted. The research respondents consisted of 245 customers. The collected data were analyzed using the SEM AMOS method. The research results show that: 1) e-service quality has a positive and significant effect on customer loyalty; 2) trust has a positive and significant effect on customer loyalty; 3) brand image has a positive and significant effect on customer satisfaction; 4) e-service quality has a positive and significant effect on customer loyalty; 5) customer trust has a positive and significant effect on customer loyalty; 6) brand image has a positive and significant effect on customer loyalty; 7) customer satisfaction has a positive and significant effect on customer loyalty; 8) e-service quality has a direct effect on customer loyalty without customer satisfaction as a mediator; 9) trust has a direct effect on customer loyalty without customer satisfaction as a mediator; 10) brand image has a direct effect on customer loyalty without customer satisfaction as a mediator.