The Effect of E-Satisfaction and E-Trust Towards E-Loyalty on Shopee Customers in Bandar Lampung

Abstract

This study examined the effect of E-Satisfaction and E-Trust on E-Loyalty for Shopee consumers in Bandar Lampung. A questionnaire was developed and data was collected from 160 Shopee customers. Results revealed that E-Satisfaction improves E-Trust and E-Loyalty, and that the E-Satisfaction variable significantly influences the E-Trust variable, meaning that the more consumers feel satisfied with an E-Commerce, the greater the level of consumer trust in E-Commerce. Additionally, the E-Trust variable significantly influences the E-Loyalty variable, meaning that the more consumers trust E-Commerce, the more loyal consumers will be to E-Commerce