THE EFFECT OF E-SERVQUAL ON CUSTOMER LOYALTY THROUGH CUSTOMER SATISFACTION at PT. Social Bella Indonesia (Sociolla Website) in Makassar City

Abstract

This study aims to examine and explain the Effect of E-Servqual on Customer Loyalty through Customer Satisfaction. This research approach is quantitative with a positivist paradigm, and collecting data by crosssection is using a questionnaire. The population in this study were all customers at PT. Sociolla Bella Indonesia (Sociolla Website) in Makassar City. Cochran determines the sample size of the research as many as 100 customers. The analytical tool used is data analysis with the Partial Least Square (PLS) method. The results showed that E-Servqual had a positive and significant effect on customer loyalty through customer satisfaction, E-Servqual had a positive and significant effect on customer satisfaction, E-Servqual had a positive and significant effect on customer loyalty, and customer satisfaction had a positive and significant effect on customer loyalty.