The Influence of e-Satisfaction, e-Service Quality, e-Trust on Shopee Marketplace Customer e-Loyalty

This research aims to test the Influence of e-satisfaction, e-service quality, and e-trust on the e-loyalty customer marketplace Shopee. The approach used in this research is quantitative, with a casual associative research type. The sampling method used nonprobability sampling with a purposive sampling method for 384 users of the Shopee marketplace application. Data collection uses a Google Form questionnaire distributed on WhatsApp, Instagram, and Facebook—data analysis using SmartPLS 4.0 software. The result found that e-service quality, e-trust, and e-satisfaction are essential to developing e-loyalty toward customers in Shopee's marketplace. This study also found that e-satisfaction has a role in building e-trust.