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Jurnal STEI Ekonomi
Published by Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
ISSN : 08540985     EISSN : 25274783     DOI : https://doi.org/10.36406
Core Subject : Economy, Social,
Economics, Econometrics & Finance Social Sciences
Jurnal STEI Ekonomi has been published by the Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta. JEMI published two times a year in June and December. Jurnal STEI Ekonomi (JEMI) focuses on issues pertaining empirical investigation on Indonesian economics, accounting and management. JEMI aimed to tie researchers to share high quality publication at national level through blind review process. The article published in JEMI are expected to cover wide range topics in economics, accounting and management and employs standard economics, accounting and management analysis tools focusing on Indonesian economy.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 191 Documents
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The influence of product quality and online shopping experience on customer loyalty through customer satisfaction with Azarine sunscreen products Aguilika, Deykha; Padmasari, Nabila
Jurnal STEI Ekonomi Vol. 35 No. 1 (2026)
Publisher : Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36406/jemi.v35i1.322

Abstract

Increasing public awareness of the importance of protecting skin from ultraviolet (UV) rays has driven demand for sunscreen products, including in Indonesia. Azarine, a local brand, dominates the e-commerce market with significant sales. This study aims to analyse the influence of product quality and online shopping experience on customer loyalty, with customer satisfaction as a mediating variable. The method employed was a quantitative approach with a purposive sampling technique, involving 100 female students from Trunojoyo University, Madura, who had purchased Azarine sunscreen products online. Data collection was conducted through questionnaires, and data analysis used the Structural Equation Modelling–Partial Least Squares (SEM-PLS) technique using SmartPLS 4.1 software. The results showed that product quality and online shopping experience had a positive and significant effect on customer satisfaction. In addition, both variables also had a direct and indirect effect on customer loyalty through customer satisfaction. Customer satisfaction proved to be a significant mediating variable in shaping customer loyalty. These findings emphasise the importance of strategies to improve product quality and strengthen the digital shopping experience as steps to build and maintain customer loyalty, especially in the increasingly competitive skincare industry.

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