The Influence of E-service Quality toward E-customer Satisfaction and E-customer Loyalty in SOCO by Sociolla Application

Abstract

Changes in the trend of society in making beauty products as their main needs in line with technological developments make the digital business competition even higher. Therefore, e-commerce engaged in beauty, Sociolla, issued a new application called SOCO by Sociolla. This application integrates its features such as Beauty Journal and Sociolla into one platform to facilitate its users. However, in its implementation, this application is considered to provide unsatisfactory service quality seen from complaints on App Store and Google Play. The purpose of this study was to determine the relationship between E-Service Quality on E-Customer Satisfaction, E-Service Quality on E-Customer Loyalty, and the relationship between E-Customer Satisfaction and E-Customer Loyalty at SOCO by Sociolla. The research method used is quantitative by distributing questionnaires to 400 people using the SOCO by Sociolla application online. The data analysis technique used is Structural Equation Modeling (SEM) assisted by AMOS 24 software. The results and discussion of this research are discussed in this paper.