ABSTRAK Tujuan penelitian ini adalah Menganalisis pengaruh langsung antara e-service quality terhadap e-satisfaction pengguna situs shopee, Menganalisis pengaruh langsung antara e-service quality terhadap e-loyalty situs pengguna shopee, Menganalisis pengaruh langsung antara e-satisfaction terhadap e-loyalty situs pengguna shopee, Menganalisis pengaruh tidak langsung antara e-service quality terhadap e-loyalty melalui e-satisfaction situs pengguna shopee. Jenis penelitian ini adalah kausalitas pendekatan kuantitatif. Tehnik penarikan sampel menggunakan metode non-probability sampling. Jenis data yang digunakan ialah data primer dengan sumber data berasal dari Kuesioner. Jumlah sampel dalam penelitian ini adalah 100 responden. Metode analisis data yang digunakan adalan analisis deskriptif, uji validitas dan uji realibilitas. Teknik Analisis Data menggunakan Analisis jalur (Path Analysis) dan Uji Hipotesis. Analisis jalur berfungsi untuk menguji hubungan tidak langsung antarvariabel penelitian. Pada uji hipotesis menggunaka Uji koefesien regresi parsial (Uji T) dan uji sobel (Sobel Test). Hasil penelitian menunjukkan bahwa (1) e-service quality berpengaruh signifikan terhadap e-satisfaction pada pengguna situs shopee, (2) e-service quality tidak berpengaruh signifikan terhadap e-loyalty pada pengguna situs shopee, (3) e-satisfaction berpengaruh signifikan terhadap e-loyalty konsumen pada pengguna situs shopee, (4) e-service quality berpengaruh signifikan terhadap e-loyalty secara tidak langsung melalui E-Satisfaction pada pengguna situs shopee. Kata kunci :e-service quality, e-satisfaction, e-loyalty

ABSTRACT The purpose of this study is to Analyze the direct effect of e-service quality on e-satisfaction of shopee site users, Analyze the direct effect of e-service quality on e-loyalty of shopee user sites, Analyze the direct effect of e-satisfaction on e-loyalty of shopee user sites , Analyzing the indirect effect between e-service quality on e-loyalty through e-satisfaction of shopee user sites. This type of research is causality quantitative approach. The sampling technique uses non-probability sampling method. The type of data used is primary data with data sources derived from questionnaires. The number of samples in this study were 100 respondents. The data analysis method used is descriptive analysis, validity and reliability testing. Data Analysis Techniques using Path Analysis and Hypothesis Test. Path analysis serves to test the indirect relationship between research variables. In the hypothesis test using partial regression coefficient test (T test) and sobel test (Sobel Test). The results showed that (1) e-service quality had a significant effect on e-satisfaction on shopee site users, (2) e-service quality had no significant effect on e-loyalty on shopee site users, (3) e-satisfaction had a significant effect on Consumer e-loyalty on shopee site users, (4) e-service quality has a significant effect on e-loyalty indirectly through E-Satisfaction on shopee site users. Keywords: e-service quality, e-satisfaction, e-loyalty

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