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The effect of e-service quality on e-loyalty mediated by e-trust and brand image variables

Author

Listed:
  • Lusiana Pratiwi

    (Faculty of Economic and Business, University of Brawijaya, Handil Bakti street, Alalak, Barito Kuala, 70582 South Kalimantan,Indonesia)

  • Sunaryo Sunaryo

    (Faculty of Economic and Business, University of Brawijaya Griyashanta Blok B/53 65142, Malang, Indonesia)

Abstract

The amount of e-wallet providers in Indonesia is so many, so there is intense competition between each e-wallet provider. The tighter competition for e-wallet, makes users not only loyal to one type of e-wallet and makes users switch brands or providers in using an e-wallet. This study aims to investigate the factors that influence e-service quality on e-loyalty mediated by e-trust and brand image. This research is categorized as explanatory research. Respondents in this study were users of the OVO e-wallet application in Malang City, determining the number of samples in this study using a purposive sampling technique with a sample of 200 respondents. The method of collecting data is using a questionnaire, the data is analyzed using PLS-SEM. The results showed that e-service quality had no significant effect on e-loyalty. E-service quality has a significant effect on e-trust, e-trust has a significant effect on e-loyalty. E-service quality has a significant effect on brand image, brand image has a significant effect on e-loyalty. E-trust and brand image can play a fully mediating role in the relationship between e-service quality and e-loyalty. OVO is expected to continue to maintain and increase e-trust because it is proven in this research that e-trust has the greatest influence on e-loyalty so that it can be a competitive advantage for OVO. Key Words:e-service quality, e-loyalty, e-trust, brand image.

Suggested Citation

  • Lusiana Pratiwi & Sunaryo Sunaryo, 2021. "The effect of e-service quality on e-loyalty mediated by e-trust and brand image variables," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 10(6), pages 56-62, September.
    • Handle: RePEc:rbs:ijbrss:v:10:y:2021:i:6:p:56-62
    DOI: 10.20525/ijrbs.v10i6.1364
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    References listed on IDEAS

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    2. Rami Mohammad Al-dweeri & Zaid Mohammad Obeidat & Mohammad Ahmad Al-dwiry & Muhammad Turki Alshurideh & Alaa Mohammad Alhorani, 2017. "The Impact of E-Service Quality and E-Loyalty on Online Shopping: Moderating Effect of E-Satisfaction and E-Trust," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(2), pages 92-103, April.
    3. Selamet Riyadi, 2019. "Influence between Banking Service Quality and Brand Image Against Customer Relationship and Loyalty in Sharia Bank," European Research Studies Journal, European Research Studies Journal, vol. 0(3), pages 322-342.
    4. Rodríguez, Pablo Gutiérrez & Villarreal, Ricardo & Valiño, Pedro Cuesta & Blozis, Shelley, 2020. "A PLS-SEM approach to understanding E-SQ, E-Satisfaction and E-Loyalty for fashion E-Retailers in Spain," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
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