<![CDATA[This study aims to examine: (1) the influence of E-Service Quality on Go-Ride customer satisfaction, (2) the influence of price perception on Go-Ride customer satisfaction, (3) the influence of E-Service Quality on Go-Ride customer loyalty, (4) the influence of price perception on Go-Ride customer loyalty, (5) the influence of customer satisfaction on customer loyalty, (6) the mediating role of customer satisfaction on the influence of E-Service Quality toward customer loyalty, and (7) the mediating role of customer satisfaction on the influence of price perception toward customer loyalty. This research uses a descriptive quantitative approach. The population of this research is active students of Sebelas Maret University. The sampling technique uses probability sampling with 395 respondents selected. Data collection was conducted using a questionnaire instrument to measure E-Service Quality, price perception, customer satisfaction, and customer loyalty variables using a Likert scale distributed via Google Forms. The data analysis techniques included descriptive analysis and Partial Least Squares - Structural Equation Modeling (PLS-SEM). The results showed that: (1) E-Service Quality has a positive and significant influence on satisfaction, (2) price perception has a positive and significant influence on satisfaction, (3) E-Service Quality has a negative and significant influence on loyalty, (4) price perception has a positive and significant influence on loyalty, (5) satisfaction has a positive and significant influence on customer loyalty, (6) E-Service Quality has a positive and significant influence on loyalty through customer satisfaction, and (7) price perception has a positive and significant influence on customer loyalty through customer satisfaction. Keywords: E-Service Quality, Price Perception, Customer Satisfaction, Customer Loyalty]]>
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