Role of E-WOM in Moderating the Influence of Digital Marketing, E-Service Quality, and E-Trust on E-Customer Satisfaction (Shopee Gen Z Online Marketplace Users)

The purpose of this research is to determine the influence of digital marketing, e-service quality and e-trust on e-customer satisfaction as well as the role of EWOM in moderating the influence of digital marketing, e-service quality, e-trust on e-customer satisfaction. This research uses quantitative methods. The population in this study was 419 students and the sample taken was 205 students who were obtained using non-probability sampling techniques using the Slovin method. Using outer models and inner models as data analysis techniques assisted by SmartPLS to manage data. In this research, the results obtained: digital marketing, e-service quality and e-trust have a positive and significant effect on e-customer satisfaction. And EWOM as a moderating variable in this research can only moderate the influence of e-trust on e-customer satisfaction, but cannot moderate the influence of digital marketing, e-service quality on e-customer satisfaction