Pengaruh E-Service Quality Terhadap Loyalitas Konsumen yang Dimediasi Kepuasan Pelanggan Pada Layanan Shopeefood di Kalangan Mahasiswa FEB UNM
Keywords:
E-Service Quality, Customer Satisfaction, Consumer Loyalty, ShopeeFood, SEM-PLSAbstract
This study aims to determine the effect of e-service quality on consumer loyalty—both directly and indirectly through customer satisfaction as an intervening variable—among ShopeeFood users in Makassar City. A quantitative approach using a survey method was employed. Data were collected via questionnaires distributed to 100 active students from the Faculty of Economics and Business at Universitas Negeri Makassar (FEB UNM) using purposive sampling. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS version 4.1.1.4. The results indicate that e-service quality has a positive and significant effect on consumer loyalty (T-statistic = 3.610; p = 0.000) and on customer satisfaction (T-statistic = 5.761; p = 0.000). Customer satisfaction also has a positive and significant effect on consumer loyalty (T-statistic = 2.452; p = 0.014). Although the indirect effect of e-service quality on consumer loyalty via customer satisfaction was not statistically significant (T-statistic = 1.932; p = 0.053), the Variance Accounted For (VAF) value of 28.39% indicates partial mediation. These findings suggest that enhancing e-service quality is a key strategy for strengthening customer satisfaction and long-term consumer loyalty on digital food delivery platforms.
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