The Influence Of E-Service Quality On Customer Loyalty Mediated By Customer Experience And Customer Engagement On An E-Commerce Platform

Abstract

The aim of this research is to examine the influence of e-service quality on customer loyalty, which is mediated by customer experience and customer engagement on e-commerce platforms. This research uses a quantitative approach method, which is processed using SPSS and SEM AMOS 24. The data source uses primary data obtained through questionnaires from 204 respondents using e-commerce platforms in Jabodetabek. Secondary data was obtained from literature reviews of journals and related sources on the internet. The results of this research show that there is a positive and significant influence, namely e-service quality on customer experience, e-service quality on customer engagement, customer experience on customer loyalty, customer engagement on customer loyalty, e-service quality on customer loyalty, customer experience mediates electronic service quality on customer loyalty, and customer engagement mediates electronic service quality on customer loyalty. All hypotheses are accepted except for the relationship between customer experience and customer engagement