Abstract
This study investigates the influence of e-commerce innovation and e-service quality on customer satisfaction and loyalty among Gen-Z students in Surabaya. Utilizing a non-probability sampling technique and the Lameshow formula, data were gathered via a structured questionnaire from 384 active students aged 20-25 years. Multiple linear regression analysis, conducted with the PLS program, revealed that all variables met the validity (AVE > 0.05) and reliability (Cronbach's alpha > 0.7) criteria. The hypothesis tests indicated that e-commerce innovation does not significantly affect customer loyalty (P-value 0.976 > 0.05), whereas e-service quality does (P-value 0.000 < 0.05). Both e- commerce innovation and e-service quality significantly impact customer satisfaction (P-value 0.000 < 0.05), which, in turn, significantly influences customer loyalty (P-value 0.000 < 0.05). Additionally, the study found that e- commerce innovation and e-service quality significantly affect customer loyalty when mediated by customer satisfaction (P-value 0.000 < 0.05).
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