<![CDATA[This study aims to analyze the influence of E-Service Quality and E-WOM on E-Loyalty with E-Trust as an intermediate variable in Shopee users in Poso Regency. The research method uses a quantitative approach with the Non-Probability Sampling technique and a sample of 80 respondents. Data analysis was carried out through Path Analysis and Sobel Test with the help of Statistical Program for Social Science (SPSS) version 27 software. The results of the study on sub-structure I show that there is a direct influence between E-Service Quality on E-Trust. In sub-structure II, it was found that E-Service Quality has no direct effect on E-Loyalty, while E-Trust has a direct influence on E-Loyalty. Furthermore, the results of the Sobel Test show an indirect influence between E-Service Quality on E-Loyalty through E-Trust. These findings confirm that good quality of electronic services is able to increase consumer trust, and this trust is an important factor in building consumer loyalty. Thus, E-Trust acts as a mediating variable that strengthens the relationship between the quality of electronic services and consumer loyalty in the context of online shopping on the Shopee platform.]]>
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