Measuring the mediating role of e-trust in the relationship between e-service quality and e-loyalty on gen Z users of the shopee Apps

Abstract

This study aims to investigate the effect of e-service quality, e-trust, and e-loyalty on Shopee application users Gen Z in Malang. This observation demographic consists of Shopee application users in Malang City, which is included in the Z generation. This research is included in the category of explanatory research using a quantitative approach. Primary data is obtained from the facts collected by sending questionnaires to 150 respondents who have used the Shopee application, as well as using the Gform application to distribute data. Data analysis using partial least squares (SEM-PLS) 3.3 software to test the validity, reliability, path analysis, and testing of mediation variables. The findings of this study indicate that e-service quality has a positive effect and directly affects e-loyalty. The direct effect of e-service quality on e-trust also has a positive and significant influence. The findings of this study also show that e-trust can mediate the influence of e-service quality on e-loyalty. Conclusion In the results of this study, it is expected that the Shopee e-commerce application will continue to be able to improve the quality of goods and services to the maximum, which is useful for attracting customers to be loyal. Increasing e-service quality provided by service providers, especially e-commerce, will affect customer loyalty and encourage repeated use of applications.