CREATING E-LOYALTY ON ONLINE SHOPPING TRANSACTION THROUGH E-SERVICE QUALITY AND E-TRUST

Abstract

The objective of this research is to determine the extent of e-service quality and e-trust influence the
e-loyalty in online shopping by combining two research models. This research employs survey by using
purposive sampling technique to 120 internet users in Magelang, Central Java. The respondents of the
research are customer that ever doing transaction more than 2 times in the website. The data analysis
was done using SPSS 21.00 and hypothesis testing was through Path Analysis. The research identifies
that four hypotheses are supported that are the relationship between of e-service quality, e-trust to
e-satisfaction and e-satisfaction, e-trust to e-loyalty are positive and significant and one hypothesis is
not supported that is the relationship between e-service quality to e-loyalty is positive but not significant.