PENGARUH E-SERVQUAL TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN PADA PT. SOCIAL BELLA INDONESIA (SITUS WEB SOCIOLLA) DI KOTA MAKASSAR

This study aims to determine the effect of E-Servqual on Customer Loyalty through Customer Satisfaction at PT. Social Bella Indonesia (Sociolla Website) in Makassar City. The population in this study were all customers at PT. Sociolla Bella Indonesia (Sociolla Website) located in Makassar City. Data collection in this study used a questionnaire distributed online. The sampling method used snowball sampling and purposive sampling techniques. Data were collected from 100 respondents which are data that meet the criteria, namely respondents who are customers of PT. Social bella Indonesia (Sociolla Website) in Makassar City and has and always used the Sociolla Website product. The analytical method used in this study is regression analysis through the PLS (Partial Least Square) method with the help of SmartPLS 3.0 Software. The results showed that E-Servqual had a significant positive effect on customer satisfaction; E-Servqual has a significant positive effect on customer loyalty, customer satisfaction has a significant positive effect on customer loyalty, and customer satisfaction significantly mediates the effect of E-Servqual on customer loyalty.

Keywords: E-Servqual, Customer Satisfaction, Customer Loyalty