• Satria Tirtayasa Universitas Muhammadiyah Sumatera Utara, Indonesia
  • Jufrizen Universitas Muhammadiyah Sumatera Utara, Indonesia
  • Wimpi Siski Pirari Universitas Muhammadiyah Sumatera Utara, Indonesia
  • Maya Sari Universitas Muhammadiyah Sumatera Utara, Indonesia




brand image, e-service quality, e-satisfaction, e-loyalty


The effect of brand image and e-service quality on e-loyalty is mediated via e-satisfaction, as this study's empirical evidence demonstrates. Four variables are used in the study model, which applies the idea of mediation. SEM-PLS is used to assess each association. A total of 384 Medan-based Shopee e-commerce users who have made at least three online purchases were included in this study using a purposive sample technique. An online questionnaire was used for data collecting, and the partial least squares (PLS) analysis method was used for data analysis. The study's findings revealed that e-satisfaction was positively and significantly impacted by brand image, e-satisfaction was positively and significantly impacted by e-service quality, e-loyalty was positively and significantly impacted by brand image, e-satisfaction positively and significantly impacted by e-loyalty, and brand image affects e-loyalty through e-satisfaction and e-service quality through e-satisfaction. According to this research, e-satisfaction acts as a mediator between brand image and e-service quality's effects on e-loyalty and e-commerce. The e-satisfaction measure should be analyzed or used as an independent variable rather than a mediating variable, according to recommendations for additional research.


Ahmad, A., O. Rahman, and M. N. Khan. 2017. Exploring the Role of Website Quality and Hedonism in the Formation of E-Satisfaction and E-Loyalty: Evidence from Internet Users in India. Journal of Research in Interactive Marketing 11(3): 246-267. https://doi.org/10.1108/JRIM-04-2017-0022.

Aldatya, R., S. Suharyati, and H. Nastiti. 2021. Pengaruh Citra dan Kepercayaan terhadap Loyalitas pada E-commerce Shopee. KORELASI, Konferensi Riset Nasional Ekonomi Manajemen Dan Akuntansi 2(2): 1709–1725. https://conference.upnvj.ac.id/index.php/korelasi/article/view/1170.

Alic, A., M. Cinjarevic, and E. Agic. 2020. The Role of Brand Image in Consumer-Brand Relationships: Similarities and Differences between National and Private Label Brands. Management and Marketing 15(1): 1–16. https://doi.org/10.2478/mmcks-2020-0001.

Aminsyah, I. and A. L. Yulianti. 2019. Pengaruh Website Quality, E-Trust, E-Satisfaction dan Switching Barriers Terhadap E-Loyalty (Studi Pada Pengguna Itemku.com). E-Proceeding of Management 6(2): 4545-4555. https://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/view/9647.

Andreassen, T. W. and B. Lindestad. 1998. The Effect of Corporate Image in the Formation of Customer Loyalty. Journal of Service Research 1(1): 82–92. https://doi.org/10.1177/109467059800100107.

Andriyanto, A. and D. Nugroho. 2016. Pengaruh Kualitas Layanan E-Commerce Terhadap Kepuasan Pelanggan (Studi Kasus: ABC.com). Jurnal Logistik Bisnis 6(2): 34–39. https://ejurnal.ulbi.ac.id/index.php/logistik/article/view/83.

Archandar, T. A. 2010. Pengaruh Etika Kerja terhadap Keterlibatan Kerja dan Implikasinya terhadap Komitmen Kerja, Kepuasan Kerja dan Kinerja Pekerjaan pada Karyawan Lembaga Pendidikan Tinggi. Jurnal Manajemen dan Pemasaran Jasa 3(1): 27–52. https://doi.org/10.25105/jmpj.v3i1.479.

Avania, I. K. and A. Widodo. 2022. Affect of E-Service Quality on E-Customer Loyalty through E-Customers Satisfaction on E-Commerce Shopee. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences 5(1): 535–546.https://doi.org/10.33258/birci.v5i1.3641.

Bandawaty, E., R. Huriyati, and P. D. Dirgantari. 2020. Pengaruh Brand Image dan E-Service Quality terhadap Customer Satisfaction Bentuk Inovasi Pemasaran Bukalapak. Jurnal Bisnis dan Manajemen 7(1): 81–86. https://doi.org/10.26905/jbm.v7i1.3888.

Berlianto, M. P. 2017. Pengaruh Kualitas Layanan-E, Kepuasan-E, dan Kepercayaan-E terhadap Kesetiaan-E pada Gojek. Business Management Journal 13(1): 1-28. http://dx.doi.org/10.30813/bmj.v13i1.247.

Cahyanti, A. A. A., Sudarmiatin, and T. S. Dhewi. 2022. Effect of E-Service Quality and E-Trust on E-Loyalty of E-Payment Through E-Satisfaction of Shopee pay Users. International Journal Of Humanities Education and Social Sciences (IJHESS) 2(1): 239-246. https://doi.org/10.55227/ijhess.v2i1.234.

Catur, P. And N. N. K. Yasa. 2018. The Influence of Corporate Image and E-Service Quality on E-Satisfaction and E-Loyalty of Shopee Application Users in Denpasar. Journal of Marketing and Consumer Research 42(2017): 53–65. https://core.ac.uk/download/pdf/234694394.pdf.

Chen, A. H. and R. Y. Wu. 2022. Mediating Effect of Brand Image and Satisfaction on Loyalty through Experiential Marketing: A Case Study of a Sugar Heritage Destination. Sustainability (Switzerland) 14(12). https://doi.org/10.3390/su14127122.

Christian, M. and V. Nuari. 2016. Pengaruh Kualitas Layanan terhadap Loyalitas Konsumen Studi Kasus: Belanja online Bhinneka.com. Jurnal Siasat Bisnis 20(1): 33-53. https://doi.org/10.20885/jsb.vol20.iss1.art4.

Cuong, D. T. and B. H. Khoi. 2019. The Effect of Brand Image and Perceived Value on Satisfaction and Loyalty at Convenience Stores in Vietnam. Journal of Advanced Research in Dynamical and Control Systems 11(8 Special Issue): 1446–1454.

Cyr, D. 2014. Modelling Website Design across Cultures: Relationships to Trust, Satisfaction, and E-Loyalty. Journal of Management Information Systems 24(4): 47–72. https://doi.org/10.2753/MIS0742-1222240402.

Dam, S. M. and T. C. Dam. 2021. Relationships between Service Quality, Brand Image, Customer Satisfaction, and Customer Loyalty. Journal of Asian Finance, Economics and Business 8(3): 585–593. https://doi.org/10.13106/jafeb.2021.vol8.no3.0585.

Eid, M. I. 2011. Determinants of E-Commerce Customer Satisfaction, Trust, and Loyalty In Saudi Arabia. Journal of Electronic Commerce Research 12(1): 78–93. http://www.jecr.org/sites/default/files/12_1_p05.pdf.

Fanany, F. and H. W. Oetomo. 2015. Pengaruh Brand Image dan Service Quality Terhadap Loyalitas Melalui Kepuasan Pelanggan. Jurnal Ilmu & Riset Manajemen 4(1): 1–21.

Febrianti, E., M. Rahmizal, and K. Aswan. 2022. Pengaruh Brand Image dan Brand Trust terhadap Loyalitas Pelanggan dengan Kepuasan Pelanggan Sebagai Variabel Mediasi. Journal of Multidisciplinary Research and Development 4(4): 333–343. https://doi.org/10.38035/rrj.v4i4.557.

Girang, R. 2020. Pengaruh E-Service Quality terhadap E-Loyalty pada Pengguna Aplikasi Blibli. Startegic Jurna Pendidikan Manajemen Bisnis 20(2): 27–35. https://doi.org/10.17509/strategic.v20i2.28641.

Gull, S., A. Tanvir, K. S. Zaidi, and Z. Mehmood. 2020. A Mediation Analysis of E-Service Quality and E-Loyalty in Pakistani E-Commerce Sector. Journal of the Research Society of Pakistan 57(4): 66–73. https://www.researchgate.net/publication/344926992.

Hair, J. F., W. C. Black, B. J. Babin, and R. E. Anderson. 2014. Multivariate Data Analysis (7th ed.). Pearson Education Limited. New Jersey.

Hair, J. F., G. T. M. Hult, C. M. Ringle, and M. Sarstedt. 2017. A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). SAGE. Los Angles.

Handayani, D. F. R., R. Widowati, and N. Nuryakin. 2021. The Influence of e-Service Quality, Trust, and Brand Image on Shopee Customer Satisfaction and Loyalty. Jurnal Siasat Bisnis 25(2): 119–130. https://doi.org/10.20885/jsb.vol25.iss2.art3.

Hendrawan, G. M. and M. Y. D. H. Agustini. 2021. The Mediating Effect of e-Satisfaction and Trust on the Influence of Brand Image and e-Loyalty. Journal of Management and Business Environment (JMBE) 3(1): 10–31.

Hendrayanti, S. 2021. Menciptakan E-Satisfaction Melalui E-Service Quality Pada Situs Tokopedia. Prosiding Seminar Nasional & Call for Paper STIE AAS 4(1): 721–723. https://prosiding.stie-aas.ac.id/index.php/prosenas/article/view/167.

Hidayah, F. E. and N. Suryadi. 2021. Pengaruh E-Service Quality Terhadap E-Loyalty Melalui E-Satisfaction Pada Pengguna E-Commerce Tokopedia. Jurnal Ilmiah Mahasiswa FEB 9(2): 1–17. https://jimfeb.ub.ac.id/index.php/jimfeb/article/view/7327.

Hidayah, R. T. and E. M. Utami. 2017. E-Service Quality And E-Recovery Service Quality On E-Satisfaction Lazada.Com. JRMSI - Jurnal Riset Manajemen Sains Indonesia 8(2): 258–274. https://doi.org/10.21009/JRMSI.008.2.05.

Hsu, L. C., K. Y. Wang, and W. H. Chih. 2013. Effects of Website Characteristics on Customer Loyalty in B2B e-Commerce: evidence from Taiwan. The Service Industries Journal 33(11): 1026–1050. https://doi.org/10.1080/02642069.2011.624595.

Hutama, F. I. and R. R. F. Hutami. 2021. Pengaruh E-Service Quality Terhadap Kepuasan dan Loyalitas Pelanggan pada Jd.Id (Studi Kasus pada Pelanggan di Bandung). e-Proceeding of Management 8(4): 3194–3201.

Idzni, S. N., B. Saidani, and N. F. Fidhyallah. 2021. Pengaruh Brand Image dan Service Quality terhadap Customer Satisfaction Pengguna Wifi Rumah X. Jurnal Bisnis Manajemen dan Keuangan 2(3): 744-756. https://journal.unj.ac.id/unj/index.php/jbmk/article/view/30107.

Iriantini, D. B. 2022. Menciptakan Loyalitas Pelanggan melalui Kepuasan e-Commerce Shopee. Jurnal Pendidikan dan Kewirausahaan 10(2): 452–463. https://doi.org/10.47668/pkwu.v10i2.400.

Irwansyah, A. and R. Mappadeceng. 2018. Pengaruh E-Service Quality terhadap Customer Loyalty Melalui Customer Satisfaction Pada Toko On Line Buka Lapak. J-MAS (Jurnal Manajemen dan Sains) 3(2): 128-136. http://dx.doi.org/10.33087/jmas.v3i2.50.

Jakpat. 2021. Indonesia E-commerce Trend 1st Semester of 2021. https://blog.jakpat.net/indonesia-ecommerce-trend-1st-semester-of-2021-jakpat-survey-report/.

Juliandi, A. 2018. Structural Equation Model Partial Least Square (SEM-PLS) Menggunakan SmartPls. Universitas Batam. Batam.

Junardi, J. and M. Sari. 2019. Analisis Pengaruh E-Service Quality terhadap E-Loyalty melalui E-Satisfaction Pelanggan Jd.Id di Pontianak. Jurnal Ekonomi dan Bisnis 2(1): 44–54. https://jurnal.polteq.ac.id/index.php/obis/article/view/33.

Kartono, R. A. and I. Halilah. 2018. Pengaruh E-Trust Terhadap E-Loyalty (Studi Pada Seller Di Bukalapak). Providing Industrial Research Workshop and National Seminar 10(1): 1204–1213. https://doi.org/10.35313/irwns.v10i1.1463.

Kasih, S. S. and N. N. K. Moeliono. 2020. Pengaruh E-Service Quality dan E-Trust terhadap E- Loyalty dengan E-Satisfaction sebagai Variabel Intervening (Studi pada Pelanggan Sorabel di Bandung). Jurnal Ilmiah Mahasiswa Ekonomi Manajemen 5(4): 780–791. https://doi.org/10.24815/jimen.v5i4.15512.

Khan, M. A., S. S. Zubair, and M. Malik. 2019. An Assessment of e-Service Quality, e-Satisfaction and e-Loyalty: Case of Online Shopping in Pakistan. South Asian Journal of Business Studies 8(3): 283–302. https://doi.org/10.1108/SAJBS-01-2019-0016.

Kortunay, N. 2016. Measuring Internet Service Quality of E-Commerce Web Sites by Using E-S-Qual in Turkey. European Scientific Journal: 390–401. https://core.ac.uk/download/pdf/236416903.pdf.

Kotler, P. and G. Amstrong. 2012. Marketing Management. Erlangga. Jakarta.

Kotler, P. and K. L. Keller. 2013. Manajemen Pemasaran (Jilid Kedua.). Erlangga. Jakarta.

Kotler, P. and K. L. Keller. 2016. Marketing Management. Erlangga. Jakarta.

Ltifi, M. 2012. E-Satisfaction and E-Loyalty of Consumer Shopping Online. Journal of Internet Banking and Commerce 17(1): 1–20. https://www.proquest.com/scholarly-journals/e-satisfaction-loyalty-consumers-shopping-online/docview/1016751588/se-2.

Magdalena, A. and F. Jaolis. 2018. Analysis antara E-Service Quality, E-Satisfaction, dan E-Loyalty dalam Konteks E-Commerce BLIBLI. Jurnal Strategi Pemasaran 5(2). https://publication.petra.ac.id/index.php/manajemen-pemasaran/article/view/7190.

Malik, M. E., M. M. Ghafoor, and H. K. Iqbal. 2012. Impact of Brand Image, Service Quality and Price on Customer Satisfaction in Pakistan Telecommunication Sector. International Journal of Business and Social Science 3(23): 123–129.

Manaf, P. A., I. Rachmawati, M. Witanto, and A. Nughroho. 2018. E-satisfaction as a Reflection of E-Marketing and E-Sequal in Influencing E-Loyalty on E-Commerce. International Journal of Engineering & Technology 7(4.44): 94–98.

Mar'ati, M., M. A. Faisal, I. D. Anggoro, and S. Anwar. 2021. E-Service Quality, E-Loyalty, and E-Satisfaction Muslim Travellers. Annual International Conference on Islamic Economics and Business (AICIEB) 1: 219–226. https://doi.org/10.18326/aicieb.v1i0.22.

Nugroho, N. E. 2021. Strategi Meningkatkan Loyalitas Konsumen Dipengaruhi Terpaan Iklan, Pemberian Potongan Harga dan Citra Merek pada Marketplace Shopee dalam Kondisi Pandemi Covid 19. Jurnal EKSEKUTIF 18(1): 51–63. https://jurnal.ibmt.ac.id/index.php/jeksekutif/article/view/274.

Ogba, I. E. and Z. Tan. 2009. Exploring the Impact of Brand Image on Customer Loyalty and Commitment in China. Journal of Technology Management in China 4(2): 132-144. https://doi.org/10.1108/17468770910964993.

Permada, H. and T. Djatmiko. 2018. Analisis Pengaruh Kualitas Layanan Elektronik (E-Service Quality) terhadap Kepuasan Pelanggan Shopee di Bandung. Sosiohumanita 20(2): 64–78. https://doi.org/10.36555/sosiohumanitas.v20i2.112.

Pradnyaswari, N. P. I. and N. M. A. Aksari. 2020. E-Satisfaction dan E-Trust Berperan dalam Memediasi Pengaruh E-Service Quality terhadap E-Loyalty pada Situs E-Commerce Blibli.Com. E-Jurnal Manajemen Universitas Udayana 9(7): 2683–2703. https://doi.org/10.24843/EJMUNUD.2020.v09.i07.p11.

Pramudyo, A. 2016. Pengaruh Citra Merek terhadap Loyalitas melalui Kepuasan sebagai Intervening (Studi pada Mahasiswa Perguruan Tinggi Swasta di Yogyakarta. Jurnal Bisnis, Manajemen, dan Akuntansi 1(1): 1-16.

Pratiwi, D. and I. P. Hutasuhut. 2017. Pengaruh E-Service Quality dan Perceived Value Terhadap E-Satisfaction yang Berdampak pada E-Loyalty Mataharimall.com (Studi pada Pelanggan MatahariMall.com Tahun 2017). Jurnal Ilmu Sosial dan Ilmu Politik 16(1): 1–12.

Prayogi, J. A., R. Rinaldo, and E. Fardiana. 2022. Pengaruh Terpaan Iklan Promosi Shopee “Flash Sale” di Televisi dan Brand Image terhadap Loyalitas Konsumen dalam Menggunakan Aplikasi Shopee. Jurnal Ilmiah Multidisiplin 1(2): 32–41. https://doi.org/10.56127/jukim.v1i2.93.

Purnamasari, D. 2018. The Roles of E-Service Quality, E-Trust, and E-Satisfaction on Online Retail Loyalty. Industrial Research Workshop and National Seminar 1(2): 633–641.

Ramadhan, F. R. and S. Sugiyanto. 2023. Pengaruh E-Service Quality, Brand Image, dan Customer Trust terhadap E-Loyalty melalui E-Customer Satisfaction pada Perusahaan E-Commerce Sociolla. Res Publica: Journal of Social Policy Issues 1: 82–96.

Raynare, R. and N. Trianasari. 2021. Pengaruh Dimensi E-Service Quality terhadap E-Customer Satisfaction serta Dampaknya terhadap E-Customer Loyalty Jd.Id. e-Proceeding of Management 8(6): 7803–7813.

Rintasari, D. and N. Farida. 2020. Pengaruh E-Trust dan E-Service Quality terhadap E-Loyalty melalui E-Satisfaction. Jurnal Administrasi Bisnis 9(4): 539–547. https://doi.org/10.14710/jiab.2020.28803.

Riyadi, S. A., U. Suhud, and O. Usman. 2023. Pengaruh E-Service Quality dan Brand Image terhadap E-Satisfaction dan E-Loyalty pada Pengguna Tiktok Shop. Jurnal Bisnis Manajemen dan Keuangan 4(1): 1–16. https://doi.org/10.21009/jbmk.0401.01.

Riza, S. and Sutopo. 2017. Analisis Pengaruh E-Service Quality, Kualitas Informasi dan Persepsi Kemudahan terhadap E-Loyalty dengan E-Satisfaction sebagai Variabel Intervening (Studi pada Pelanggan Lazada Indonesia). Diponegoro Journal of Management 6(4): 929-941.

Rolland, S. and I. Freeman. 2010. A New Measure of E‐Service Quality in France. International Journal of Retail & Distribution Management 38(7): 497-517. https://doi.org/10.1108/09590551011052106.

Safitri, A., E. Kusumastuti, and T. Haryanti. 2022. Pengaruh E-Service Quality terhadap Kepuasan Konsumen Shopee Indonesia (Studi pada Mahasiswa di Kota Purwokerto). Jurnal Pustaka Aktiva 2(1): 12–20. https://doi.org/10.55382/jurnalpustakaaktiva.v2i1.137.

Sangadji, E. M. and Sopiah. 2019. Perulaku Konsumen Pendekatan Praktis Disertai : Himpunan Jurnal Penelitian (Edisi 1.). CV Andi Offset. Yogaykarta.

Santi, I. N., M. Muzakir, and W. Wahyuningsih. 2020. Pengaruh E-Servqual terhadap E-Loyalty pada Pelanggan Traveloka. e-Journal Ekonomi Bisnis dan Akuntansi 7(2): 120-124. https://doi.org/10.19184/ejeba.v7i2.18429.

Santika, I. W., K. A. Pramudana, and N. L. Astitiani. 2020. 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, Bali, Indonesia. Management and Economics Research Journal 6(1): 1-7. https://doi.org/10.18639/MERJ.2020.961742.

Saragih, L., R. Napitu, and H. T. Siagian. 2021. Analisis E-Service Quality Lazada terhadap E-Customer Satisfaction Generasi Z di Pematangsiantar. YUME : Journal of Management 4(1): 333–342. https://doi.org/10.37531/yum.v4i1.866.

Saragih, M. G. 2019. Pengaruh E-Service Quality terhadap E-Loyalty melalui E-Satisfaction (Studi pada Pelanggan Toko Online Shoope di Kota Medan). Jurnal Mantik 3(1): 190–195. https://iocscience.org/ejournal/index.php/mantik/article/view/141.

Schiffman, L. and L. Kanuk. 2010. Consumer behaviour (10th Edition) (Pearson Ed.). New Jersey.

Setiawan, S. and F. Jaolis. 2018. Analisis antara E-service Quality, Online Perceived Value dan E-loyalty dalam Konteks E-commerce Bukalapak. Jurnal Strategi Pemasaran 5(2).

Sokeh, P. R., N. Wahyuhastuti, and D. P. Hadi. 2017. Pengaruh Kualitas Pelayanan terhadap Kepuasan Konsumen. Seminar Nasional Keindonesia (FPIPSKR): 244–253.

Sutarso, P. J. A. and A. Suyanto. 2019. Analisis Pengaruh Citra Merek dan Kepercayaan Merek terhadap Loyalitas Konsumen pada Marketplace di Indonesia. e-Proceeding of Management 10(2): 2061–2068.

Ting, O. S., M. S. M. Ariff, N. Zakuan, Z. Sulaiman, and M. Z. M. Saman. 2016. E-Service Quality, E-Satisfaction and E-Loyalty of Online Shoppers in Business to Consumer Market; Evidence from Malaysia. IOP Conference Series: Materials Science and Engineering 131(1). https://iopscience.iop.org/article/10.1088/1757-899X/131/1/012012.

Tjiptono, F. and G. Candra. 2012. Pemasaran Strategi (Edisi Kedua). CV. Andi Offset. Yogyakarta.

Tobagus, A. 2018. Pengaruh E-Service Quality terhadap E-Satisfaction pada Pengguna di Situs Tokopedia. Agora 6(1). https://publication.petra.ac.id/index.php/manajemen-bisnis/article/view/6459.

Wijayanti, L. S., S. M. Setyawati, and R. Rahab. 2021. Pengaruh E-Security, E-Service Quality dan E-Trust terhadap Repurchas Intention dengan E-Satisfaction sebagai Variabel Intervening pada Konsumen Marketplace di Indonesia. Jurnal Ekonomi, Bisnis dan Akuntansi (JEBA) 23(4): 109–121. https://doi.org/10.32424/jeba.v23i4.2882.

Wijiutami, S. S. and D. Octavia. 2017. The Influence of E-Service Quality on E-Satisfaction and Its Impact on E-Loyalty of C2C E-Commerce Customers in Jakarta and Bandung. e-Proceeding of Management 4(3): 2212–2220.

Wilson, N. 2021. The Effect of Brand Image, Website Quality, and Trust Towards Customer Loyalty in the Indonesian Consumer-to-Consumer (C2C) E-Commerce Business. Proceedings of the Ninth International Conference on Entrepreneurship and Business Management (ICEBM 2020) 174(May): 123–130.

Yanto, R. T. Y. and A. D. Anjarsari. 2021. Pengaruh E-Service Quality Terhadap Kepuasan Pelanggan E-Commerce (Studi Kasus Pengguna Toko Online Shopee). Jurnal Bisnis dan Pemasaran 11(1): 1–13.

Zehir, C. and E. Narcıkara. 2016. E-Service Quality and E-Recovery Service Quality: Effects on Value Perceptions and Loyalty Intentions. Procedia - Social and Behavioral Sciences 229: 427–443. https://doi.org/10.1016/j.sbspro.2016.07.153.

Zeithaml, V. A., A. Parasuraman, and A. Malhotra. 2002. Service Quality Delivery through Web Sites: a Critical Review of Extant Knowledge. Journal of an Academy of Marketing Science 30(4): 362–375. https://doi.org/10.1177/009207002236911.