E-commerce fashion in Surabaya City: How e-shopping experience affects e-loyalty by moderating e-trust and e-satisfaction

This study examines the effect of the e-shopping experience towards e-loyalty mediated by e-trust and e-satisfaction on e-commerce fashion in Surabaya city. This research is explanatory research with a quantitative approach which collects data by distributing questionnaires to 150 respondents. The data were analyzed using structural equation modeling partial least squares (SEM-PLS). The results of this study indicate that the e-shopping experience has a significant effect on e-loyalty. The study also found that the e-shopping experience significantly impacts e-trust and e-satisfaction. E-trust has no significant effect on e-loyalty, while e-satisfaction affects e-loyalty. E-trust can not mediate the relationship between the e-shopping experience and e-loyalty. Meanwhile, e-Satisfaction can mediate the relationship between the e-shopping experience and e-loyalty. From this research, it is suggested that e-commerce fashion companies can provide a good shopping experience to encourage satisfaction and impact customer loyalty.