The effect of customer experience of trust and e-service quality on customer loyalty with customer satisfaction as a research mediation variable in Tokopedia e-commerce: A study case on new students in East Java

This study focuses on the quality of electronic services and consumer confidence in increasing customer loyalty through consumer satisfaction. This study aims to determine and analyze the effect of e-service quality and customer experience of trust on customer loyalty both directly or indirectly through e-satisfaction mediation. The population in this study were all new students of State University in East Java in the 2019/2020 school year who were included in the category of generation Z. Sample in this study was included in the category of Purposive Sampling, where the selection of respondents was based on following criteria: 1) Have Tokopedia application installed on smartphones 2) Have shopped through Tokopedia application three times. Sample in the number of 100 people calculated by the Slovin formula. The analysis method used is descriptive analysis and Partial Least Square (PLS) using the smartPLS software application. results of this study indicate that e-service quality has a significant effect on e-satisfaction, and the mediation test shows that e-satisfaction plays a partial mediation role in the effect of E-service quality on customer loyalty. Meanwhile, E-trust has a significant effect on e-satisfaction; mediation testing shows that e-satisfaction plays a partial mediation role in the effect of E-trust on customer loyalty