Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk mengetahui pengaruh user interface quality dan online customer experience terhadap e-loyalty yang dimediasi oleh e- customer satisfaction dalam platform shopee pada mahasiswa usk di banda aceh. kepuasan pelanggan online merupakan variabel yang membantu penciptaan e-loyalitas dalam platform shopee pada mahasiswa , kepuasan juga dapat memediasi hubungan antara user interface quality dan customer experience dengan e-loyalty. responden pada penelitian ini berjumlah 220 orang dengan menggunakan teknik pengambilan sampel purposive sampling. pengumpulan data dilakukan dengan penyebaran kuesioner melalui google form dan juga secara langsung kepada responden pada mei 2024. metode analisis yang digunakan dalam penelitian ini adalah structural equation modeling (sem) menggunakan aplikasi amos. serta efek mediasi di uji menggunakan sobel test. hasil analisis menunjukkan bahwa user interface quality berpengaruh langsung terhadap e- loyalty dan online customer experience tidak berpengaruh terhadap e-loyalty. serta e-customer satisfaction memediasi secara parsial hubungan user interface quality dengan e-loyalty dan tidak memediasi online customer experience dengan e-loyalty dalam platform shopee pada mahasiswa usk di banda aceh. kata kunci: user interface quality, online customer experience, e-loyalty mahasiswa, structural equation modeling (sem).

ABSTRACT This study aims to determine the influence of User Interface Quality and Online Customer Experience on E-Loyalty, mediated by E-Customer Satisfaction on the Shopee platform among students of Universitas Syiah Kuala (USK) in Banda Aceh. Online customer satisfaction is a variable that helps create E-Loyalty on the Shopee platform among students. Satisfaction can also mediate the relationship between User Interface Quality and Customer Experience with E-Loyalty. The respondents of this study totaled 220 individuals selected using purposive sampling techniques. Data collection was conducted through questionnaires distributed via Google Forms and directly to respondents in May 2024. The analysis method used in this study is Structural Equation Modeling (SEM) using the AMOS application, with the mediation effect tested using the Sobel test. The results of the analysis indicate that User Interface Quality has a direct effect on E-Loyalty, while Online Customer Experience does not affect E-Loyalty. Furthermore, E-Customer Satisfaction partially mediates the relationship between User Interface Quality and E-Loyalty but does not mediate the relationship between Online Customer Experience and E-Loyalty on the Shopee platform among USK students in Banda Aceh. Keywords: User Interface Quality, Online Customer Experience, Student E- Loyalty, Structural Equation Modeling (SEM).