TAUFIK.E.R, TAUFIK.E.R and Listiawati, Listiawati and Khairusy, Mirza Abdi and Nurjaya, Nurjaya and Salam, Rudi and Setiawati, Ni Putu Ari and Ilham, Dodi and Wulansari, Retno and Sunarsi, Denok and Purwanto, Agus (2021) THE EFFECT OF ONLINE MARKETING AND E-SERVICE QUALITY ON PURCHASE DECISIONS: AN EMPRIRICAL STUDY ON ONLINE SHOP. Turkish Journal of Physiotherapy and Rehabilitation, 32 (3). pp. 2373-2382. ISSN 2651-4451

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Abstract

The purpose of this study to analyze the direct effect of online marketing and e-service quality on satisfaction. To find out the direct effect of online marketing and e-service quality on loyalty. This is to determine the direct effect of satisfaction on loyalty. To determine the indirect effect of online marketing and service quality on loyalty with satisfaction as an intervening variable. The target population of this study is 200 respondents of online shop comsumers . This research uses quantitative methods of data intending. The data collection technique uses an online electronic questionnaire and analysis uses SmartPLS software. results of this study are online marketing has significant effect on satisfaction. This means that an increase of online marketing will encourage satisfaction a decrease of online marketing will encourage a decrease satisfaction. e-service quality has not significant effect on satisfaction. This means that an increase of e- service quality will not encourage satisfaction a decrease of e-service quality will encourage a decrease satisfaction. online marketing has significant effect on loyalty. This means that an increase of loyalty will encourage satisfaction a decrease of online marketing will encourage a decrease loyalty.

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