The Effect of E-Service Quality and E-Trust on E-Customer Satisfaction and E-Customer Loyalty on Users of E-Pharmacy K24klik in Indonesia

The rapid development of information technology and mobile applications has become a trend in facilitating various daily activities, including in terms of health services. The K24KLIK e-pharmacy application is one form of digital health technology advancement. This study aims to determine the effect of e-service quality and e-trust on e-customer satisfaction and e-customer loyalty of K24KLIK e-pharmacy users in Indonesia. The research method used is a survey with a quantitative approach, where data is collected through a questionnaire distributed to consumers who have made transactions 2 or more times within a period of 6 months on the K24Klik application. The number of respondents used as samples is 300 respondents. The data is processed using the SEM-PLS analysis technique with the Smart PLS application version 4.0. The results of the study found that e-service quality (website appearance, ease of use, reliability, security, personalization, fulfilment and responsiveness) has a positive and significant effect on e-satisfaction, e-trust has a positive and significant effect on e-satisfaction, e-trust has a positive and significant effect on e-loyalty, and e-satisfaction has a positive and significant effect on e-loyalty. The results of this study are expected to provide insight into the importance of e-service quality and e-trust for customer satisfaction and loyalty in the context of e-pharmacy services. The results of this study also provide managerial implications for e-pharmacy managers to improve service strategies and build better relationships with customers, in order to increase competitiveness and business sustainability in the digital era.