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

Lusiana Pratiwi and Sunaryo Sunaryo
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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

International Journal of Research in Business and Social Science (2147-4478), 2021, vol. 10, issue 6, 56-62

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.

Date: 2021
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