Analysis of E-WOM and E-Trust on E-Satisfaction and E-Loyalty of Shopee Users

This study aims to analyze the influence of e-word of mouth, e-trust, and e-satisfaction on e-loyalty. In this study, variable used is electronic word of mouth (e-WOM), electronic trust (e-trust), electronic satisfaction (e-satisfaction) and electronic loyalty (e-loyalty). This quantitative study uses primary data from 170 active Shopee users through online questionnaires. Data analysis using SmartPLS4 and Research was conducted using quantitative methods. The population in this study were consumers who had made purchases on the Shopee site more than once and had made at least 2 transactions on Shopee during the past month. The sampling technique used hair et al with a sample size of 170 people. The results showed that e-trust and e-satisfaction on Shopee had an effect on e-loyalty. However, e-WOM did not affect e-satisfaction and e-loyalty. strong trust and satisfying experiences form loyalty between consumers and Shopee e-commerce sellers.