Pengaruh User Interface Quality dan Online Customer Experience terhadap E-Loyalty melalui E-Customer Satisfaction

Ramida Ramida, Muhammad Basyir, Megawati Megawati

Abstract


This study aims to analyze the influence of User Interface Quality and Customer Experience on E-Loyalty, mediated by E-Customer Satisfaction, on the Shopee platform among USK students in Banda Aceh. E-Customer Satisfaction plays a role in building E-Loyalty and mediates the relationship between User Interface Quality and Customer Experience with E-Loyalty. The study involved 220 respondents selected using purposive sampling. Data were collected through questionnaires distributed via Google Forms and in person in May 2024. Data analysis was conducted using Structural Equation Modeling (SEM) with the AMOS software, and the mediation effect was tested using the Sobel test. The results show that User Interface Quality has a direct effect on E-Loyalty, while Customer Experience does not. Additionally, E-Customer Satisfaction partially mediates the relationship between User Interface Quality and Customer Experience with E-Loyalty.

Keywords


User Interface Quality; Customer Experience; Student E-Loyalty; Structural Equation Modeling (SEM)

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DOI: https://doi.org/10.24815/jimen.v10i1.31543

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Tim Redaksi:

Jurusan Manajemen Fakultas Ekonomi dan Bisnis, Universitas Syiah Kuala

Lantai II Gedung Induk

Darussalam, Banda Aceh, 2311

email: jim.manajemen@feb.usk.ac.id

 
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.