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All Journal Ilomata International Journal of Management
Munawaroh Zainal
Institut Transportasi Dan Logistik Trisakti
Social Sciences

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Analysis of Customer Loyalty Influenced by E-Service Quality and Promotion through Consumer Satisfaction as Mediation Variable Ika Utami Yulihapsari; Rully Indrawan; Juliater Simarmata; Munawaroh Zainal
Ilomata International Journal of Management Vol. 6 No. 3 (2025): July 2025
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijjm.v6i3.1579

Abstract

This study aims to analyze the effect of E-Service Quality and Promotion on consumer loyalty, with consumer satisfaction as a mediating variable. In January 2024, a survey was conducted on 105 respondents based on TopBrand survey data. This survey was used to test the validity and reliability of the instrument and test the hypothesis to identify direct and indirect influences between the research variables. The results of the study indicate that E-Service Quality and Promotion have a direct influence on consumer satisfaction and loyalty. In addition, E-Service Quality and Promotion indirectly affect consumer loyalty through consumer satisfaction. The practical implications of these findings emphasize that efforts to improve service quality and positive promotional strategies can be a strategic step in increasing consumer satisfaction, ultimately contributing to customer loyalty. The findings of this study provide strategic insights for companies, especially in the technology-based service sector, such as delivery services or e-commerce. Companies need to improve the quality of electronic services by ensuring a reliable, fast, secure, and easy-to-use platform and providing responsive customer service.
Co-Authors Ika Utami Yulihapsari Juliater Simamarta Rully Indrawan