The Effect of E-Service Quality and E-Trust on E-Loyalty With E- Satisfaction as a Mediation Among Gofood Customers in the Special Region of Yogyakarta

This research aims to analyze the effect of E-Service Quality and E-Trust on E-Loyalty with E-Satisfaction as a mediating variable for GoFood customers in the Special Region of Yogyakarta. With increasing competition in the online food delivery service industry, understanding the factors influencing customer loyalty is critical to the platform's sustainability. This research used a survey method with a non-probability sampling approach, specifically purposive sampling. A population of 207 GoFood users in the Special Region of Yogyakarta participated in this research. The collected data were analyzed using Partial Least Squares (PLS) with the SmartPLS analysis tool. The results showed that E-Service Quality and E-Trust directly affected E-Satisfaction and E-Loyalty. In addition, E-Satisfaction is shown to mediate the relationship between E-Service Quality and E-Trust on E-Loyalty, indicating that customer satisfaction is important in building long-term loyalty. These findings confirm that improving service quality and building customer trust can increase satisfaction, strengthening GoFood users' loyalty. This research provides managerial implications for online food delivery platforms, particularly in improving service reliability, ensuring secure transactions, and maintaining customer satisfaction levels to remain loyal