The effect of web quality on E-Loyalty through E-Trust and E-Satisfaction on the shopee marketplace

This study aims to prove and analyze web quality on e-loyalty through e-trust and e-satisfaction on the shopee marketplace. The number of samples was 97 Shopee customers using a purposive sampling approach. Data collection techniques are questionnaires with a Likert scale of 1-5 points. Data analysis using Smart PLS. The conclusion of this study is that website quality has a positive and significant effect on e-loyalty, website quality has positive and significant effect on e-trust, the effect of website quality on e-satisfaction is positive and significant, the effect of e-trust on e-loyalty is negative and insignificant, the effect of e-trust on e-satisfaction is positive and significant, the effect of e-satisfaction on e-loyalty is positive and significant, E-trust is insignificant mediate the effect of web quality on e-loyalty, while E-satisfaction is mediate positively and significantly the effect of web quality on e-loyalty.