<![CDATA[This study investigates the effect of the e-SERVQUAL dimension in e-commerce on e-customer loyalty. With a quantitative approach, data were collected from 97 Tokopedia e-commerce users using a structured questionnaire, and the theoretical model was tested using multiple linear regression analysis. The results found that Tokopedia's e-SERVQUAL variable which includes Efficiency, Personal Need, Reliability, Responsiveness, Site Organization, User Friendliness as a whole has an effect on e-customer loyalty. However, partially, not all variables have a direct effect on Tokopedia's e-customer loyalty, namely the Efficiency, Responsiveness, and Site Organization variables. The other variables that have a direct effect are Personal Need, Reliability, and User Friendliness.]]>
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