The Mediating Role of E-Trust Between Online Customer Review, Online Customer Rating, and E-Service Quality on Customer Loyalty on the E-Commerce Site Shopee (Case Study of the Seberang Ulu Community of Palembang City)

This research uses a quantitative approach method. The population in this study were the people of the Seberang Ulu Region of Palembang City with a sample size of 170 respondents. Data collection techniques using primary in the form of distributing questionnaires using a Likert scale. The data analysis technique in this study used Structural Equation Modeling with the Partial Least Squares (PLS) approach with the help of the SmartPLS 3.0 application program. The results of this study indicate that: Online Customer Review has no effect on Customer Loyalty, Online Customer Rating has no effect on Customer Loyalty, E-Service Quality affects Customer Loyalty, Online Customer Review affects E-Trust, Online Customer Rating affects E-Trust, E-Service Quality affects E-Trust, E-Trust has an effect on Customer Loyalty, E-Trust is able to mediate Online Customer Review on Customer Loyalty indicated by the calculation of Indirect Effect, E-Trust is able to mediate Online Customer Rating on Customer Loyalty indicated by the calculation of Indirect Effect, E-Trust is able to mediate E-Service Quality on Customer Loyalty indicated by the calculation of Indirect Effect.