Pengaruh Website Quality Terhadap Loyalitas Pelanggan Yang Dimediasi Oleh Customer Satisfaction Dan E-WOM Pada Wanita Pengguna Shopee.

This study was conducted on female Shopee users in the Indonesian ShopeePay Community, aiming to determine and analyze the effect of website quality on customer loyalty with customer satisfaction and e-wom as mediation. The population in this study were female Shopee users in the Indonesian Shopeepay community. The sample was 130 respondents. This study used a descriptive quantitative method. The sampling technique used nonprobability sampling then used the purposive sampling method, where the sample was selected based on certain criteria that had been determined by the researcher. Data collection used a questionnaire (Google Form). The data analysis technique used a scale range and Partial Least Square (PLS). The results of this scale range calculation indicate that website quality is in the good category, customer satisfaction is in the satisfied category, e-wom is in the trust category, and customer loyalty is in the loyal category. The results of this study indicate that website quality has a significant positive effect on customer satisfaction, website quality has a positive effect on e-wom, website quality has a significant negative effect on customer loyalty, customer satisfaction has a significant positive effect on customer loyalty, and e-wom has a significant positive effect on customer loyalty. and customer satisfaction and e-wom significantly mediate the effect of website quality on customer loyalty.