PENGARUH ONLINE MARKETING DAN E-SERVICE QUALITY TERHADAP LOYALITAS DENGAN KEPUASAN SEBAGAI VARIABEL INTERVENING PADA ONLINE SHOP JOYISM MALANG

ABSTRACT This study aims to find out that online marketing and e-service quality have a direct effect on loyalty and satisfaction. As an intervening variable on online Joyism, Malang. The population in this study was from data obtained from the Joyism Malang online as many as 1,253 customers. Sampling in this study with purposive sampling technique as many as 93 respondents. Analysis was carried out using path analysis. The results of this study indicate that online marketing and e-service quality have a positive and significant effect on satisfaction, online marketing and e-service quality have a significant positive effect on loyalty, satisfaction has a significant positive effect on loyalty, and online marketing and e-service quality indirectly influence loyalty with satisfaction as an intervening variable. Keywords: Online Marketing, E-service Quality, Customer Satisfaction, Customer Loyalty