THE EFFECT OF E-SERVICE QUALITY ON E-LOYALTY THROUGH E-SATISFACTION ON STUDENTS OF OVO APPLICATION USERS AT THE FACULTY OF ECONOMICS AND BUSINESS, UNIVERSITY OF NORTH SUMATRA, INDONESIA

E-payment is a payment method that uses internet services as an intermediary. Currently, there are many startups that facilitate the sellers and buyers by guaranteeing the security of transactions through the digitization system. Parties involved in the transaction process can transfer and receive money from other parties anytime and anywhere. One method of e-payment is the OVO application which is a smart financial apps, this application attempts to accommodate various needs related to cashless and mobile payment. The population in this study was students of the Faculty of Economics and Business, University of North Sumatra who were still active, who used an unknown number of OVO applications. The questionnaire was distributed to 97 respondents who became the study sample. This study uses path analysis with the help of the SPSS program. The results of this study are that e-service quality has a positive and significant effect on e-loyalty, e-service quality has a positive and significant effect on e-satisfaction, e-satisfaction has a positive and significant effect on e-loyalty, and e-service quality has a positive and indirectly effect towards e-loyalty through e-satisfaction.