The Effect of Website Design Quality, E-Service Quality, and Brand Image on E-Satisfaction and ELoyalty of E-Commerce Customers

Abstract

This study aims to analyze the variables that affect the satisfaction and loyalty of e-commerce customers. This study uses a structural equation model (SEM) analysis. The data used in this study is secondary data collected using a questionnaire from e-commerce customers in western Indonesia as many as 300 respondents. The results found that Website Design Quality and E-service Quality positively and significantly affect Esatisfaction. Brand Image positively and significantly affects ELoyalty. Then E-satisfaction positively and significantly affects E-Loyalty.