<![CDATA[The introduction of technology has brought about considerable changes in consumer shopping habits, particularly with the advent of e-commerce platforms. E-commerce has transformed the manner in which consumers shop by offering increased flexibility, convenience, and ease of use. However, to sustain and enhance customer loyalty, it is necessary to understand the factors that affect consumer behavior when using e-commerce. This study aimed to elucidate the impact of e-service quality and customer trust on the behavior of Zalora users. The quantitative research was designed by distributing online questionnaires to respondents, namely, individuals who used Zalora in Yogyakarta through the social media Instagram, Line, and WhatsApp. A total of 200 respondents were included in the research sample, and all the data obtained were tabulated and analyzed using SEM-AMOS with a significance level of 95% (p <0.05). The results indicated that e-service quality significantly affects repurchase intentions (p = 0.005) and site revisits (p = 0.047). Additionally, customer trust has a significant effect on WOM (p = 0.000), and WOM significantly impacts repurchase intentions (p = 0.000) and site revisits (p = 0.000). Furthermore, e-service quality significantly affects Customer Trust (p = 0.000). However, e-service quality does not directly affect customers' positive recommendations. Additionally, customer trust has a positive impact on customers' positive recommendations but has no direct effect on repeat purchases. Therefore, e-service quality and trust have direct and indirect influences on Zalora user behavior in Yogyakarta]]>
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