The Influence of Electronic Service Quality and Application Navigation Ease on User Satisfaction and Customer Loyalty, with Online Shopping Experience as a Moderating Variable

Abstract

The rapid development of digital marketplace platforms has intensified competition and increased the importance of electronic service quality and application usability in influencing user behavior. This study aims to analyze the effect of electronic service quality and application navigation ease on user satisfaction and customer loyalty, with online shopping experience as a moderating variable. A quantitative approach was employed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with data collected from 100 respondents through a Likert scale questionnaire (1–5). The results indicate that most constructs do not meet the required validity and reliability criteria, as several indicators show low and negative outer loadings, as well as insufficient AVE and reliability values. Consequently, the proposed relationships among variables cannot be fully confirmed. These findings suggest that the main limitation lies in the measurement model. Therefore, future research should improve instrument quality and expand the sample size to obtain more robust and reliable results.