The Influence of E-service Quality Dimensions on E-loyalty with E-Satisfaction as an Intervening Variable (Study of E-commerce Users in Bandung City)

Abstract

This study aims to examine the influence of e-service quality dimensions on e-loyalty, mediated by e-satisfaction in the Tokopedia application in Bandung. The population in the study consists of Tokopedia application users generation Z who were born in 1995-2010 who are at least 17 years old and reside in Bandung. The sample size for this research is 180 respondents, selected using convenience sampling. The data type utilized in this study is primary data collected through a survey strategy using online questionnaires, with a cross-sectional time horizon. The research utilises analytical techniques like validity and reliability assessments for instruments, tests for classical assumptions, hypothesis testing by multiple linear regression, and the Sobel test utilising an online Sobel calculator. The study is backed by the statistical Software Programme Social Science (SPSS) version 26. Among the thirteen research hypotheses that were put out, empirical data supports 10 of them. The results suggest that e-satisfaction can operate as a mediator between the impact of e-service quality aspects (efficiency, fulfilment, system availability, and privacy) on e-loyalty. Furthermore, the results of this research are beneficial for evaluated management and similar e-commerce industries in designing relevant strategies to enhance the quality of these attributes”.