PENGARUH E-SERQUAL DAN E-SATISFACTION TERHADAP E-LOYALTY DENGAN E-TRUST SEBAGAI VARIABEL MEDIASI PADA PENGGUNA TOKOPEDIA (Studi Kasus Pada Mahasiswa Prodi Manajemen Universitas Muhammadiyah Ponorogo Angkatan 2019)

THIS STUDY AIMS TO DETERMINE THE EFFECT OF E-SERQUAL AND E-SATISFACTION ON E-LOYALTY WITH E-TRUST AS A MEDIATING VARIABLE FOR TOKOPEDIA USERS. THE METHOD USED IN THIS RESEARCH IS A QUANTITATIVE METHOD. DATA WERE OBTAINED BY DISTRIBUTING QUESTIONNAIRES TO RESPONDENTS. THE POPULATION IN THIS STUDY WERE ALL 2019 MUHAMMADIYAH UNIVERSITY PONOROGO MANAGEMENT STUDY PROGRAM STUDENTS. THE SAMPLE USED WAS 69 USING THE SIMPLE RANDOM SAMPLING TECHNIQUE. THE RESULTS OF THIS STUDY INDICATE THAT: (1) E-SERQUAL HAS A SIGNIFICANT EFFECT ON E-TRUST. (2) E-SATISFACTION HAS A SIGNIFICANT EFFECT ON E-TRUST. (3) E-SERQUAL HAS A SIGNIFICANT EFFECT ON E-LOYALTY. (4) E-SATISFACTION HAS A SIGNIFICANT EFFECT ON E-LOYALTY. (5) E-TRUST HAS NO SIGNIFICANT EFFECT ON E-LOYALTY. (6) E-SERQUAL HAS NO EFFECT ON E-LOYALTY THROUGH E-TRUST. (7) E-SATISFACTION HAS NO EFFECT ON E-LOYALTY