PERAN MEDIASI E-SATISFACTION PADA PENGARUH E-SERVICE QUALITY DAN E-TRUST TERHADAP E-LOYALTY PENGGUNA APLIKASI GOJEK DI PONOROGO

The presence of technology in the millennial business world has developed very rapidly from year to year. The impact is felt by many groups of people, who initially went from traditional to modern and everything became fast-paced. This is an opportunity and an idea for entrepreneurs to compete to create something new in order to be able to compete with others by keeping up with the changing times. Opportunities in business that are now real before our eyes, namely with the emergence of business transaction activities known as Electronic Commerce (E-Commerce). In recent years, business in digital media has skyrocketed and boomed. There are so many e-commerce in Indonesia that offer a variety of advantages and uses. One of the e-commerce that is popular with people, especially urban areas, is Gojek. The purpose of this study is to determine the mediating role of E-Satisfaction on the effect of E-Service Quality and E-Trust on E-Loyalty of GOJEK Application users in Ponorogo. The sample is a Gojek customer in Ponorogo City, using a purposive sampling technique and a sample of 100 respondents. The analysis used in this study uses path analysis using the SPSS 26 program. This study produces a partial test (t) model 1 as follows E-Service Quality = 0.002, and E-Trust = 0.000 and partial test (t) model 2 as follows E-Service Quality = 0.049, E-Trust = 0.046, and E-Satisfaction = 000.

Keywords: E-Service Quality, E-Trust, E-Satisfaction, E-Loyalty