<![CDATA[This study aims to analyze the effect of e-service quality and e-trust on the e-loyalty of active GrabBike users in Palembang City. The study is motivated by the importance of e-service quality and user trust in fostering customer loyalty within the competitive ride-hailing industry, as well as by inconsistent findings reported in previous empirical studies regarding the relationships among these variables. This study employed a quantitative approach with a causal-descriptive research design. Data were collected through questionnaires administered to 120 active GrabBike users in Palembang City who were selected using purposive sampling. The data were analyzed using multiple linear regression, preceded by validity, reliability, and classical assumption tests. The results showed that e-service quality had a positive and significant effect on e-loyalty (t = 2.835). E-trust also had a positive and significant effect on e-loyalty (t = 3.651). Furthermore, the F-test results indicated that e-service quality and e-trust simultaneously had a positive and significant effect on e-loyalty (F = 88.779). The adjusted R² value of 0.599 indicates that 59.9% of the variation in e-loyalty is explained by the two independent variables, while the remaining 40.1% is explained by factors outside the scope of this study. These findings highlight the importance of improving system reliability, providing responsive customer service, and ensuring customer data security to strengthen long-term customer loyalty.]]>
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