PENGARUH EASE OF USE, USER EXPERIENCE DAN E-SATISFACTION TERHADAP E-LOYALTY PENGGUNA MARKETPLACE FACEBOOK DI KABUPATEN PONOROGO

Facebook marketplace is a place that channels the needs of the community in online transactions, especially in the field of promotion. The Facebook marketplace was founded in 2007 and developed into a perfect feature form in 2016 and in 2019 the Facebook marketplace was in great demand by users. Until now, the Facebook marketplace still exists and is able to withstand changes in the digitized business environment. Therefore, this research was conducted with the aim of knowing the effect of ease of use, user experience and e-satisfaction on e-loyalty of Facebook marketplace users in Ponorogo Regency. The population of this study are individuals who use the Facebook marketplace in Ponorogo Regency. The sampling method is to use the probability sampling method with simple random sampling technique. The data collection method was carried out by distributing questionnaires online via google form and distributed via social media distributed to 100 respondents. The measurement of this research variable uses a five-point Likert scale. the analysis method used is structural equation modeling (SEM) using the partial least square (PLS) approach using SmartPLS 3.0 software. The results of this study indicate that ease of use, user experience and e-satisfaction have a positive and significant effect on e-loyalty of Facebook marketplace users in Ponorogo Regency. The implications of this research can be an important reference for improving the Facebook marketplace system so that the Facebook marketplace can create more effective strategies to retain and attract more users.