ANALISIS PENGARUH BRAND TRUST DAN E-WOM TERHADAP E-LOYALTY DENGAN E-SATISFACTION SEBAGAI VARIABEL INTERVENING (STUDI PADA PENGGUNA E-COMMERCE C2C SHOPEE Di Kota Makassar)

Ririn Nadia Thamrin. 2024. Analysis of the Influence of Brand Trust and E-WOM on E- Loyalty with E-Satisfaction as an intervening variable (Study on C2C Shopee E-Commerce
users in Makassar City), supervised by Anshar Daud and Didiek Handayani Gusti.
This study aims to explore the direct influence of Brand Trust and e-WOM on e-Satisfaction and e-Loyalty, and to test the indirect influence of Brand Trust and e-WOM on e-Loyalty through e-Satisfaction as a mediating variable.
Data was collected from a sample of Shopee customers and the Structural Equation Modeling (SEM) approach was used to analyze the relationship between these variables.
The results of the study show that (1) Brand Trust has a positive and significant direct influence on e-Satisfaction. (2) E-WOM has been proven to have a positive and significant direct influence on e-Satisfaction. (3) Brand Trust does not have a significant direct influence on e-Loyalty. (4) E-WOM has a positive and significant direct influence on e-Loyalty. (5) E-Satisfaction is identified as a significant predictor for e-Loyalty. (6) Brand Trust has a significant indirect influence on e-Loyalty through e-Satisfaction. (7) E-WOM does not have a significant indirect influence on e-Loyalty through e-Satisfaction.