The role of e-satisfaction in mediating the effect of e-service quality and e-wom on e-loyalty on online marketplace customers in Denpasar

Abstract. This research is motivated by the convenience for consumers to move from an online site to another online site when shopping online. This makes consumers vulnerable to switching to other online shopping sites. This study aims to determine the role of e-satisfaction in mediating the effect of e-service quality and e-wom on e-loyalty in online marketplace customers in the city of Denpasar. The sampling method in this study is nonprobability sampling with a purposive sampling technique. Data were collected from 120 respondents who met the criteria of having made an online shopping transaction at least three times on an online marketplace site and is domiciled in Denpasar City. The analytical method used is path analysis estimated using statistical software. The results showed that e-service quality had a positive and significant effect on e-satisfaction; e-wom has a positive and significant effect on e-satisfaction; e-service quality has a positive and significant effect on e-deployment; e-wom has a positive and significant effect on e-loyalty; e-satisfaction has a positive and significant effect on e-loyalty; e-satisfaction is significantly able to mediate the effect of e-service quality on e-loyalty; and e-satisfaction is significantly able to mediate the effect of e-wom on e-loyalty. The contribution that can be given by the author is to enrich and complete the study of online marketing especially in developing countries and especially Bali; increasing online sales is important to be studied more. Keywords: E-service quality; E-wom; E-satisfaction; E-loyalty.