E-Trust and E-Service Quality on E-Loyalty: Role of E-Satisfaction and Customer Privacy

Abstract

Investigate effect ET and ESQ on ELOY through ESAT and effect ESAT on ELOY moderated privacy. E-Trust, E-service quality and weak privacy of Shopee customers still need to be improved because it will affect the decline in E-loyalty,the importance of strengthening the privacy system that is difficult to hack in the Shopee application so that customer privacy is truly protected from cyber hacking.Samples of 265 Shopee customers in Central Java Indonesia, PLS-SEM used for data analyzing. Results: ET and ESQ have a positive link to ESAT; the effect of ET, ESQ and ESAT on ELOY is also positive. ET and ESQ affect ELOY through ESAT; the effect of ESAT on ELOY can be moderated by privacy. E-Satisfaction is effective as an intermediary variable for E-Trust and E-Servqual in influencing E-Loyalty of Shopee customers and privacy is effective as a moderating variable in the influence of E-Satisfaction on E-Loyalty.