<![CDATA[Penelitian ini mengkaji pengaruh pengalaman pelanggan dan kualitas pelayanan elektronik terhadap loyalitas pelanggan dengan kepuasan pelanggan sebagai mediasi. Data dikumpulkan dari 111 mahasiswa Fakultas Ekonomi dan Bisnis Universitas Tarumanagara yang telah bertransaksi di Shopee minimal tiga kali, melalui kuesioner berbasis Google Form dan dianalisis dengan PLS-SEM melalui Smart PLS 4. Hasilnya menunjukkan pengalaman pelanggan dan kualitas pelayanan elektronik berpengaruh positif terhadap kepuasan pelanggan, di mana kepuasan pelanggan juga berpengaruh signifikan terhadap loyalitas pelanggan. Kepuasan pelanggan memediasi penuh pengaruh pengalaman pelanggan terhadap loyalitas pelanggan dan memediasi parsial pengaruh kualitas pelayanan elektronik terhadap loyalitas pelanggan. This study examines the influence of customer experience and electronic service quality on customer loyalty, with customer satisfaction as a mediating variable. Data was collected from 111 students of the Faculty of Economics and Business, Universitas Tarumanagara, who had made at least three transactions on Shopee, through a Google Form-based questionnaire and analyzed using PLS-SEM through Smart PLS 4. The results show that customer experience and electronic service quality positively influence customer satisfaction, where customer satisfaction also significantly affects customer loyalty. Customer satisfaction fully mediates the influence of customer experience on customer loyalty and partially mediates the influence of electronic service quality on customer loyalty.]]>
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