Pengaruh E-Service Quality dan Application Quality terhadap E-Loyalty melalui E-Satisfaction sebagai Mediasi: (Studi pada Mahasiswa Gen Z Pengguna Shopee Kota Bandung)

Mutiara Permatasari (Fakultas Ekonomi dan Bisnis, Universitas Sains Indonesia)
Karyadi Karyadi (Fakultas Ekonomi dan Bisnis, Universitas Sains Indonesia)
Ce Gunawan (Fakultas Ekonomi dan Bisnis, Universitas Sains Indonesia)

Bisman (Bisnis dan Manajemen): The Journal of Business and Management
Vol. 9 No. 1 (2026): Februari

This study aims to analyze the influence of E-Service Quality and Application Quality on E-Loyalty, with E-Satisfaction as a mediating variable, among Generation Z students who use the Shopee app in Bandung. The rapid growth of e-commerce requires companies to understand the factors that can maintain customer loyalty amid intense digital competition. The research method used is quantitative with a descriptive and confirmatory approach. Data were collected through the distribution of questionnaires to 120 respondents selected using non-probability sampling techniques. Data analysis was conducted using Partial Least Squares (PLS)-based Structural Equation Modeling (SEM) to test the relationships among variables and the mediating effect. The results indicate that E-Service Quality and Application Quality have a positive and significant influence on E-Satisfaction. Furthermore, E-Service Quality, Application Quality, and E-Satisfaction were found to have a positive and significant influence on E-Loyalty. The mediation test results confirm that E-Satisfaction plays a significant role in mediating the influence of service quality and application quality on user loyalty. These findings indicate that to build long-term loyalty among Generation Z, Shopee must prioritize the technical quality of the application and the reliability of services capable of consistently creating user satisfaction.