The mediating role of e-satisfaction in the influence of perceived ease of use, perceived usefulness, and product quality on e-loyalty: A study on Kopi Kenangan Application users in Denpasar City

Ni Putu Melina Winda Putri; Ni Wayan Sri Suprapti

doi:10.21744/irjmis.v12n4.2542

Authors

Ni Putu Melina Winda Putri
melinawinda577@gmail.com
Udayana University, Denpasar, Indonesia
Ni Wayan Sri Suprapti Udayana University, Denpasar, Indonesia

Keywords:

E-Loyalty, E-Satisfaction, Kopi Kenangan, Perceived Ease of Use, Perceived Usefulness, Product Quality, TAM

Abstract

In today’s increasingly competitive business environment, maintaining long-term relationships with customers has become a key driver of business success. Customer loyalty, which encompasses both attitudinal and behavioral aspects, plays a vital role in sustaining competitiveness, particularly in the digital era where consumers are offered numerous service alternatives. Within the context of beverage ordering applications such as Kopi Kenangan, building customer loyalty presents both a challenge and a strategic opportunity. This study aims to examine the influence of perceived ease of use, perceived usefulness, and product quality on e-loyalty, with e-satisfaction serving as a mediating variable. Drawing on the Technology Acceptance Model (TAM), a quantitative approach was employed involving 210 respondents selected through purposive sampling. Data were collected using an online questionnaire and analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4.1. The results reveal that all three independent variables exert a positive and significant effect on e-loyalty, both directly and indirectly through e-satisfaction as a partial mediator. These findings highlight the critical role of ease of use, perceived benefits, and product quality in shaping satisfaction and fostering sustainable customer loyalty.

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