THE INFLUENCE OF CORPORATE IMAGE AND E-SERVICE QUALITY ON E-SATISFACTION AND E-LOYALTY OF SHOPEE APPLICATION USERS IN DENPASAR

The aim of this research is to examine the influence of corporate image and e-service quality (e-servqual) on e-satisfaction and e-loyalty of C2C e-marketplace application users. The sample in this research are 160 respondents, which is determined using the purposive sampling technique and analyzed using the structural equation modelling (SEM) analysis technique. The result of this research shows that (1) corporate image has a positive and significant influence on e-satisfaction, (2) e-servqual has a positive and significant influence on e-satisfaction, (3) corporate image positively and significantly influences e-loyalty, (4) e-servqual has a positive and significant influence on e–loyalty, and (5) e-satisfaction has a positive and significant influence on e-loyalty of customers.