The Effect of E-Service Quality on E-Satisfaction and E-Loyalty with Perceived Value as a Mediating Variable: A Case Study of Millennial Women Consumers of Wardah Products on Shopee

Abstract

The purpose of this study is to determine the effect of e-service quality on e-satisfaction and e-loyalty with perceived value as a mediating variable on Wardah products for millennial women. The population of this study was Batam millennial women involving 100 respondents and using quantitative methods. Sample withdrawal using purposive sampling and analysis using PLS Structural Equation Modeling (SEM) approach. Furthermore, Smartpls version 4 for windows was used to process and analyze the data. The output of this study states that e-service quality has a positive influence on e-satisfaction, e-loyalty and perceived value in Wardah products on millennial women, in addition, the perceived value variable can mediate the influence of e-service quality on e-satisfaction, as well as mediate the influence of e-service quality on e-loyalty.