<![CDATA[Technological developments and digitalisation are driving changes in the business world, where both production and consumption activities are increasingly digitally driven and in demand. Kopi Kenangan, as one of Indonesia's F&B businesses, leverages technology and offers a mobile application to its customers to enhance customer satisfaction and loyalty. This study aims to analyse the influence of perceived ease of use and e-service quality on user loyalty for the Kopi Kenangan application in Medan City. This research uses a quantitative method with an associative approach. Researchers distributed questionnaires to 97 respondents obtained through purposive sampling techniques. The data obtained were analyzed using PLS-based Structural Equation Modeling (SEM) techniques. The research results indicate that perceived ease of use has a positive and significant influence on user loyalty, with a t-statistic value of 9.669 and significance < 0.05. The e-service quality variable has a positive and significant influence on user loyalty, with a t-statistic value of 2.196 and significance < 0.05. Simultaneously, perceived ease of use and e-service quality significantly influence user loyalty, accounting for 48.92%.]]>
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