<![CDATA[The increasing competition in Indonesia's e-commerce industry requires companies to enhance electronic service quality and build customer trust to achieve customer satisfaction and loyalty. This study aims to examine the effect of e-service quality and etrust on customer e-loyalty through customer e-satisfaction among Shopee users in the Greater Jakarta (Jabodetabek) area. This research employed a quantitative approach using a survey method. The sample consisted of 355 active Shopee users selected through purposive sampling. Data were collected through an online questionnaire using a five-point Likert scale and analyzed using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method with SmartPLS 4. The results indicate that e-service quality and e-trust have a positive and significant effect on both customer e-satisfaction and customer eloyalty. Furthermore, customer e-satisfaction significantly mediates the relationship between e-service quality, e-trust, and customer e-loyalty. These findings suggest that improving electronic service quality, supported by strong customer trust, enhances customer satisfaction, which ultimately strengthens customer loyalty toward the Shopee platform. The results of this study are expected to provide practical insights for companies in formulating strategies to improve service quality and strengthen customer trust in order to sustain customer loyalty.]]>
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