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<title><![CDATA[ANALISIS PENGARUH E-SERVICE QUALITY DAN E-TRUST TERHADAP E-SATISFACTION DAN E-LOYALTY PADA PENGGUNA TIKTOK SHOP DAN SHOPEE MENGGUNAKAN METODE PARTIAL LEAST SQUARE-STRUCTURAL EQUATION MODEL (PLS-SEM)]]></title>
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<note>Banyaknya pengguna e-commerce mengakibatkan loyalitas pengguna menjadi salah satu faktor yang penting bagi penyedia platform e-commerce seperti Tiktok Shop dan Shopee. Penelitian terdahulu menyatakan beberapa variabel yang mempengaruhi e-loyalty pengguna yaitu e-service quality, e-trust, dan esatisfaction. Tujuan dari penelitian ini untuk menganalisis pengaruh e-service
qualiy dan e-trust terhadap e-satisfaction dan e-loyalty, serta peran moderasi demografi (usia, jenis kelamin, dan domisili) pada hubungan e-service quality dan e-trust terhadap e-loyalty dengan menggunakan SmartPLS 3.2.9. Pengumpulan data dilakukan melalui kuesioner kepada 236 responden. Hasil pengujian menunjukkan bahwa terdapat pengaruh yang signifikan antara e-service quality terhadap e-satisfactioin pada kedua e-commerce, e-trust terhadap e-satisfaction pada kedua e-commerce, e-satisfaction terhadap e-loyalty pada kedua e-commerce, e-service quality terhadap e-loyalty hanya pada Tiktok Shop, e-service quality terhadap e-trust pada kedua e-commerce, serta tidak terdapat pengaruh e-trust terhadap e-loyalty dan hanya usia yang memperkuat pengaruh e-trust terhadap eloyalty pada e-commerce Shopee.</note>
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