Building E-Loyalty in Indonesian E-Commerce: The Interplay of Digital Leadership, E-Service Quality, and E-Satisfaction

Purwanto, Agus

International Journal of Social and Management Studies (IJOSMAS)
Vol. 6 No. 2 (2025): International Journal of Social and Management Studies (IJOSMAS)

The purpose of this study was to determine the effect of e-service quality on e-loyalty, digital leadership on e-loyalty, the effect of e-service quality on e-satisfaction and the effect of e-loyalty on e- satisfaction in e-commerce online shops. The research method is quantitative and the sampling of respondents uses non-probability sampling of 190 online shop consumers. The research uses quantitative methods with descriptive analysis techniques and path analysis. The results of the online questionnaire were measurediusing a Likert scale. Data processing is done by path analysis methodiusing SPSS . The results of his research prove that the variables of digital leadership, e-service quality, e-satisfaction and e-loyalty are in the good category. The results of his research prove that digital leadership has a positive andisignificant effect on e-loyalty, digital leadership has a positive andisignificantieffect on e-satisfaction , e-service quality has a positiveiand significant effect on e-loyalty, e-service quality has a positive and significant effect on e-satisfaction and e- loyalty has a positive and significant effect on e-satisfaction in e-commerce online shops.