E-service quality and perceived value on loyalty mediated by satisfaction: Evidence from zoom user in brawijaya university- indonesia

This study focuses on the effect of e-service quality and perceived value on loyalty and is mediated by satisfaction variables on zoom users. A grand theory guides this research: The theory of Planned Behavior or TPB and Consumer Behavior. This study aimed to test and analyze how e-service quality and perceived value influence loyalty through Zoom application user satisfaction. This study uses students of the Faculty of Economics and Business, University of Brawijaya, as the research object. This study uses a quantitative approach. The population in this study were students of the Faculty of Economics and Business, Brawijaya University, Indonesia. The sampling technique used was purposive sampling, with a total sample of 140 respondents. The data collection method used a G-Form questionnaire and was analyzed using SEM-PLS. The findings from this study indicate that e-service quality, perceived value, and customer satisfaction significantly affect loyalty. Customer satisfaction also plays a role in mediating the relationship between e-service quality and perceived value on loyalty.