Factors Affecting Customer Loyalty: Testing the Effect of E-Servicescape and Trust

Customer loyalty is a very crucial issue for business continuity. The purpose of this study was to examine the role of trust in mediating e-servicescape relationships on customer loyalty. Data collection was carried out by distributing questionnaires to 200 respondents in East Java who made online purchases using Shopee for at least the last 3 months. Then, the hypothesis was tested using Partial Least Squares (PLS). The research findings revealed that e-servicescape had a significant direct effect on customer loyalty, e-servicescape had a significant effect on trust, the trust had a significant effect on customer loyalty and trust was able to mediate the relationship of e-servicescape on customer loyalty. This study also proposed a marketplace to improve the e-servicescape that was implemented in its online marketplace to gain consumer trust and increase customer loyalty