Analysis of E-Service Quality and Digital Marketing on Customer Loyalty Through Customer Satisfaction as a Mediating Variable on Tokopedia

Studies Management and Finance Economics, of Journal 0504-2644 (online): ISSN 0490,-2644 (print): ISSN 5202 November 11 Issue 80 Volume 8.317 Factor: Impact ,43-i11-10.47191/jefms/v8 DOI: Article 7550-7540 No: Page JEFMS, Volume 08 Issue 11 November 2025 www.ijefm.co.in Page 7540 Analysis of E-Service Quality and Digital Marketing on Customer Loyalty Through Customer Satisfaction as a Mediating Variable on Tokopedia Rahma Permata Sari1, Yuliani2, Ahmad Maulana3 1,2,3Department of Management, Faculty of Economics, Sriwijaya University, Palembang, Indonesia ABSTRACT: The purpose of this study is to analyze the role of customer satisfaction as a mediator variable in the relationship between e-service quality and digital marketing indicators with customer loyalty on the Tokopedia e-commerce platform. The population of this study was users of the Tokopedia e-commerce application service whose number was unknown. The sample was taken using the Cochran formula so that a sample of 384 people was obtained. The analysis technique used the Structural Equation Model (SEM) through outer model and inner model testing. The results showed that e-service quality and digital marketing had a significant effect on customer satisfaction. e-service quality and customer satisfaction had a significant effect on customer loyalty while digital marketing had no significant effect on customer loyalty. Customer satisfaction mediated the effect of E-Service Quality and digital marketing on Customer Loyalty. KEYWORDS: E-Service Quality, Digital Marketing, Customer Loyalty, Customer Satisfaction INTRODUCTION In terms of market share, Tokopedia dominated the majority of e-commerce transaction value at the beginning of the period, but in recent years, Shopee has continued to narrow the gap, reflecting shifting competitive dynamics.(Munawir Sulistyawati, 2024)Product and service innovation has been a key foundation of Tokopedia's success. They have consistently integrated innovation into various aspects of their operations, both through the development of new features that enhance the user experience and solutions that address barriers to online shopping. Furthermore, strong collaboration with partners and local businesses has fostered a dynamic business ecosystem, creating added value for all parties involved. Tokopedia is now partnering with TikTok, allowing users to rely more heavily on recommendations and reviews from influencers and other users. This collaboration allows Tokopedia to provide a more interactive and personalized shopping experience, such as live shopping and product recommendations tailored to customer preferences. Through this partnership, Tokopedia gains a competitive advantage by expanding sales channels and increasing user engagement. Tokopedia is also one of the successful newcomers to e-commerce on the Play Store and App Store, and has a sizable Instagram following. The abundance of e-commerce in Indonesia can create disloyal buyers, as consumers have a variety of options for purchasing a product and will remember it in terms of price, discounts, and promotions. This creates a situation that demands e-commerce companies to be competitive and retain their customers. Tokopedia is a company that utilizes technology as a form of e-commerce. Tokopedia offers a wide variety of products, giving consumers the freedom to choose the products they want. Customer loyalty is the customer's willingness to continue using the company's products in the long term, using them exclusively, and recommending the company's products to others (Hanjaya & Setiawan, 2022). According to (Tjiptono, 2014) explains that loyalty is a purchasing behavior that involves solely the repeated purchase of the same brand. Several marketing strategies can be implemented to increase customer loyalty, including building customer trust and satisfaction. Customer loyalty is one of the primary goals of customer relationship management, which refers to a strong relationship between customers and a company, whether it's an individual, a product, or a specific brand (Mishra, 2022). Technological advances can open businesses online easily, the emergence of tight competition requires high creativity and effective digital or online marketing strategies (Mahmud, 2021). One of the latest marketing strategies is using digital content to promote products to consumers by distributing it on social media, especially digital marketing (Priatama et al., 2021). According to (Syukri & Sunrawali, 2022). Digital marketing is the activity of promoting and exploring markets through online digital media, utilizing social networks. Digital marketing activities via the internet must be balanced with good service quality to prevent the Analysis of E-Service Quality and Digital Marketing on Customer Loyalty Through Customer Satisfaction as a Mediating Variable on Tokopedia JEFMS, Volume 08 Issue 11 November 2025 www.ijefm.co.in Page 7541 loss of loyal customers. If a company fails to provide good service, the above situation can occur, even if the company has implemented good digital marketing (Prajogo, 2021). Another factor that influences customer loyalty and customer satisfaction is e-service quality. According to (Zeithaml et al., 2002) E-service quality is defined as the extent to which a website or online platform is able to facilitate the shopping, purchasing, and delivery of products or services effectively and efficiently. Meanwhile, electronic service quality is a digital-based service used to facilitate the shopping, purchasing, and delivery of products and services effectively and efficiently (Nugroho et al., 2023). Providing optimal quality e-services to meet needs, desires, expectations, and satisfaction can increase customer satisfaction. When customers are satisfied, they tend to be loyal to the company, which can ultimately drive business growth (Susilawati et al., 2024). Customers are now more aware of the level of online service they receive, so companies need to pay more attention to the level of service they provide to customers to gain customer loyalty (Zebrga & Zaveri, 2020). Several previous studies such as those conducted by (Veryani & Andarini, 2022) revealed that e-service quality indirectly has a positive and significant influence on customer loyalty through GrabBike customer satisfaction. Similar findings were also reported by (Hanif & Suyanto, 2023) and (Simanihuruk & Anita, 2024) also shows the influence of service quality and digital marketing on customer loyalty through customer satisfaction. However, this is different from the results (Murhadi & Reski, 2022) stated that e-service quality does not have a significant effect on customer loyalty. (Tobing et al., 2021) outlines that customer loyalty can be influenced by several factors including service quality, price, and digital marketing. The problem in this study is whether customer satisfaction plays a mediating role in the relationship between e-service quality and digital marketing towards customer loyalty on the Tokopedia e-commerce platform? The objective to be achieved is to analyze the role of customer satisfaction in mediating the relationship between e-service quality and digital marketing towards customer loyalty on the Tokopedia e-commerce platform. LITERATURE REVIEW e-Service Quality According to (Parasuraman et al., 2005) service quality is defined as the difference between consumer expectations of ideal service and actual perceptions of the service received. Service quality is the difference between consumer expectations and the service received (Urfany & Muthohar, 2022). (Zeithaml et al., 2002) suggests that e-service quality is the extent to which a website facilitates efficient and effective shopping, purchasing, and delivery of products and services. E-service quality encompasses not only customer interactions with the system during transactions, but also preand post-transaction experiences. Digital marketing Digital marketingis the use of internet technology and the use of other interactive technologies to create and connect dialogue between producers and consumers with digital market media e-commerce (Sofiati (Efi) et al., 2022). Digital marketing is the use of the internet and other interactive technologies to create and connect information, enabling digital transactions. Furthermore, digital marketing can also be understood as marketing activities conducted through digital media through the availability of the internet (Razak et al., 2024). Customer satisfaction Satisfaction is the level of a person's feelings after comparing the perceived performance or results with their expectations (Edyansyah & Ahyar, 2021). (Inkiriwang et al., 2022) defines customer satisfaction as the level of satisfaction a person experiences after comparing a product's perceived performance (or outcome) with their expectations. Thus, satisfaction is a function of the difference between perceived performance and expectations. Customer Loyalty Loyalty is a form of customer loyalty to a particular brand, which encourages them to make repeat purchases consistently over a certain period of time (Kurniawan & Tjahjadi, 2024). Customer loyalty is the emotional bond of customers towards a brand, company, service provider and those who can be compared to it which is based on a favorable attitude and positive feedback such as repeat purchases ((Siboro & Suhardi, 2020). Research Conceptual Framework Based on the description above, the conceptual framework of the relationship pattern between variables can be described as follows: Analysis of E-Service Quality and Digital Marketing on Customer Loyalty Through Customer Satisfaction as a Mediating Variable on Tokopedia JEFMS, Volume 08 Issue 11 November 2025 www.ijefm.co.in Page 7542 Figure 1. Research Conceptual Framework Hypothesis Service quality is a benchmark for customer assessment of a service product provided by a company to customers (Kristanto & Nugraha, 2023). Based on research conducted by (Sari & Andarini, 2022) The study, entitled "The Influence of Tokopedia Service Quality on Consumer Satisfaction of Tokopedia Users in Surabaya," found that service quality has a positive and significant effect on Tokopedia customer satisfaction in Surabaya. This suggests that good service quality provided by Tokopedia will create a positive impression on customers, leading to a feeling of satisfaction with the service. (Urfany & Muthohar, 2022) also supports that online service quality has a significant and positive relationship with customer satisfaction at Tokopedia. The research was conducted (Agustina & Wiryawan, 2022) A similar study showed that service quality and trust significantly correlated with customer satisfaction on Tokopedia in Lampung. These results indicate that improving Tokopedia's service quality will increase customer satisfaction, leading to repeat purchase decisions on Tokopedia's e-commerce platform. H1: E-Service Quality has a significant positive effect on Customer Satisfaction Digital marketing is a form of business to market and promote a brand or product through the digital world or the internet, with the aim of reaching customers and potential customers quickly and on time (Hanif & Suyanto, 2023b). (Apriliani et al., 2023) identified that digital marketing has a positive influence on Batrisyia Herbal customer satisfaction. The study (Inkiriwang et al., 2022) regarding the Pinky Kitty Shop Tondano and research by (D. Dewi & Jatmiko, 2022) Regarding the Select Credit Aggregator Application, the results of the tests showed the same conclusion: digital marketing has a positive effect on customer satisfaction. This finding is due to the attractiveness of digital marketing, which utilizes social media as a marketing strategy, leading to customer satisfaction with product information disseminated through social media. However, the research conducted (Makaba et al., 2021) and research by (Khotim Fadhli & Nia Dwi Pratiwi, 2021) shows different research results where digital marketing does not have a significant direct and partial effect on customer satisfaction. H2: Digital marketing has a significant positive effect on customer satisfaction. (Khoeunisa & Vikaliana, 2022) Customer satisfaction is the level of pleasure or disappointment customers feel when comparing a product's perceived performance (or outcome) to their expectations. This feeling of satisfaction arises from the sense of comfort that a company's services can meet their expectations. A study entitled The Influence of Trust and Brand Image on Customer Satisfaction and Loyalty at PT. Delta Satria Dewata Bali by (LK Dewi et al., 2023) Research shows that customer satisfaction influences customer loyalty, where if the company is able to provide satisfaction to its customers, customer loyalty to the company will also increase. (Annisa & Dwiyanto, 2021; Prawira & Cokki., 2023) shows that customer satisfaction has a positive and significant effect on customer loyalty at Pusaka Kebaya in Singaraja. Customer satisfaction at Hypermart Gresik by (Amiroh & Puspitadewi, 2021)positively related to customer loyalty. Research (Fakhri, 2022) said something similar that customer satisfaction has a significant influence on customer loyalty at Fadira Bookstore. (Agiesta et al., 2021) shows something similar that customer satisfaction has a greater influence on customer loyalty of the Bandung Raya Local Train than service quality. H3: Customer Satisfaction has a significant positive effect on Customer Loyalty Study (Prabawanti et al., 2024) concluded that e-service quality has a positive and significant influence on customer loyalty through customer satisfaction as a mediating variable in Shopee e-commerce. This suggests that customer loyalty can increase significantly when driven by customer satisfaction. Digital service quality is a key factor influencing customer loyalty, as customers who are satisfied with personal values and positive service experiences tend to have high levels of loyalty. Furthermore, service quality also encourages customers to build stronger relationships with the company. Improving digital service quality can be an effective advantage for increasing customer satisfaction and loyalty. (Saragih & Astuti, 2021), and research was conducted (Lamusu & Sari, 2023) showed the results of his research that customer satisfaction can mediate the quality of online service and has a positive and significant effect on customer loyalty. However, research by (Ratna Sari & Dwiridotjahjono, 2023) This study shows that service Analysis of E-Service Quality and Digital Marketing on Customer Loyalty Through Customer Satisfaction as a Mediating Variable on Tokopedia JEFMS, Volume 08 Issue 11 November 2025 www.ijefm.co.in Page 7543 quality has a positive impact on customer loyalty through customer satisfaction with the Go-Jek online transportation service in Lamongan Regency. (Susanti & Amelia, 2022) briefly explains the relationship between customer satisfaction can act as a mediator between service quality and customer loyalty, so that the three relationships are dynamic processes that highlight the importance of consistently meeting and exceeding customer expectations to build strong relationships and drive business growth. Research by (Rahmah et al., 2021) shows that although the quality of digital services does not have a significant influence on customer loyalty, indirectly customer satisfaction can be an intervening variable that shows a significant influence. H4: Customer satisfaction as a mediator has a significant positive effect between E-Service Quality and Customer Loyalty. The use of digital marketing by companies to be able to interact with customers such as offering products, payments and delivery (Masito, 2021). Researcher by (Riyanto & Muchayatin, 2023) suggested to improve by providing service satisfaction by implementing digital marketing and customer relationship marketing on Traveloka train tickets in Semarang City. Research by(Susanti & Amelia, 2022)illustrates that customer satisfaction has a positive and significant mediating effect on the influence of digital marketing and product quality on customer loyalty in MSMEs in Bukittinggi.(Hanif & Suyanto, 2023)In a study entitled The Influence of Service Quality and Digital Marketing on Customer Loyalty through Customer Satisfaction as an Intervening Variable at the Roemah Kita Gresik Building Materials Store, it was shown that digital marketing has an influence on customer loyalty through customer satisfaction. The results of this study are in line with previous findings showing that digital marketing has a positive and significant effect on customer loyalty mediated by customer satisfaction at Rumah Bintang Bordir and Sulaman by researchers.(Susanti et al., 2022).(Putra et al., 2024)also showed the same results that service quality and digital marketing through customer satisfaction have a significant positive effect on customer loyalty in shopping in e-commerce. H4: Customer satisfaction as a mediator has a significant positive effect between digital marketing and customer loyalty. RESEARCH METHODOLOGY The population of this research is the users of Tokopedia's e-commerce application service whose number is unknown, so the determination of the number of research samples uses the Cochran formula.(Sugiyono, 2019). Based on the calculation, a sample of 384 people was obtained. This study used a survey method with a Likert-scale questionnaire instrument. The data analysis method used in this study was the Structural Equation Model (SEM) through outer model testing including convergent validity, discriminant validity, and composite reliability. Then, inner model testing included Goodness of Fit, R-Square, and hypothesis testing using the t-test. RESULTS AND DISCUSSION Outer Model 1. Convergent Validity Test Figure 1. Outer Loadings First Order After Modification Analysis of E-Service Quality and Digital Marketing on Customer Loyalty Through Customer Satisfaction as a Mediating Variable on Tokopedia JEFMS, Volume 08 Issue 11 November 2025 www.ijefm.co.in Page 7544 Figure 1 shows the outer loading first order test after modification, where all research variable indicators were declared valid, where at the beginning of the outer loading first order test for the indicators in the e-service quality variable there were three indicators, namely X1.7 (0.638), and X1.9 (0.544) which were below the minimum threshold of 0.70 so they were declared invalid and removed from the model. Meanwhile, the results of the outer loading first order test on the digital marketing, customer satisfaction and customer loyalty variables were all declared valid and no indicators were removed from the model. Next, in the second stage, it is the final result of the evaluation of the second order outer model measurements. Figure 2. Final Results of Second Order Measurement Evaluation (Outer Model) Based on data processingIt can be seen that all dimensions of e-service quality, digital marketing, customer satisfaction and customer loyalty in the outer loadings second order value have a loading value greater than 0.70, so that the dimensions of the eservice quality, digital marketing, customer satisfaction and customer loyalty variables meet convergent validity. 2.Discriminant Validity Test (AVE) Table 1. First Order and Second Order AVE Values First Order Second Order Indicator AVE Dimensions AVE Accessibility 0.957 Digital Marketing 0.919 Efficiency 0.794 E-Service Quality 0.838 Fulfillment 0.626 Customer satisfaction 0.964 Entertainment 0.972 Customer Loyalty 0.977 Informative 0.983 Information Quality 0.821 Aggravation 0.987 Trust 0.784 Service Satisfaction 0.987 Conformity to Expectations 0.771 Compensation 0.981 Contact 0.813 Repeat Purchase 0.912 Primary Preferences 0.986 Privacy 0.986 Reliability 0.933 Analysis of E-Service Quality and Digital Marketing on Customer Loyalty Through Customer Satisfaction as a Mediating Variable on Tokopedia JEFMS, Volume 08 Issue 11 November 2025 www.ijefm.co.in Page 7545 First Order Second Order Indicator AVE Dimensions AVE Responsiveness 0.758 Based on the results of firstand second-order data processing, the Average Variance Extracted (AVE) values for all dimensions used in the study showed excellent results. Generally, a construct is considered to meet convergent validity criteria if its AVE value is above 0.50. 3.TestCronbach Alpha and Composite Reliability Table 2. Cronbach Alpha and Composite Reliability Values Cronbach Alpha Composite reliability (rho_a) Composite reliability (rho_c) E-Service Quality 0.972 0.975 0.976 Digital Marketing 0.978 0.979 0.93 Customer satisfaction 0.962 0.964 0.982 Customer Loyalty 0.976 0.976 0.988 Table 2 shows that the Cronbach alpha, Composite Reliability, and Composite Reliability (rho_c) values for all variables are above 0.70. Thus, it can be concluded that all variables have good reliability according to the minimum required limit. Inner Model 1. R Square Table 3. Test ResultsR Square Variables R-Square R-square adjusted Customer satisfaction 0.931 0.931 Customer Loyalty 0.799 0.798 The R-Square test results show that the customer satisfaction variable has an R-Square value of 0.931, meaning that 93.1% of the variation in the customer satisfaction variable can be explained by the exogenous variables in the model. Meanwhile, the customer loyalty variable has an R-Square value of 0.799, indicating that 79.9% of the variation in loyalty can be explained by the constructs that influence it. 2. Testing the Goodness of Fit Model Table 4. Results of the Goodness of Fit Model Test Saturated Model Estimated Model SRMR 0.058 0.58 Based on Table 4, the results of the SRMR goodness of fit test are not less than 0.10, so it is concluded that the model does not fit. 3. Hypothesis Testing Table 4. Hypothesis Test Results Variables Path Coefficient T-Statistic(>1.98) P-Values(<0.05) Information Digital Marketing(X2) -> Customer Satisfaction (Z) 0.608 7,992 0.000 accepted Digital Marketing(X2) -> Customer Loyalty (Y) -0.221 1,268 0.205 rejected E-Service Quality(X1) -> Customer Satisfaction (Z) 0.373 4,887 0.000 accepted E-Service Quality(X1) -> Customer Loyalty (Y) -0.302 3,142 0.002 accepted Customer Satisfaction (Z) -> Loyalty (Y) 1,377 8,745 0.000 accepted Digital Marketing-> Customer Satisfaction -> Customer Loyalty 0.838 5,485 0.000 accepted Analysis of E-Service Quality and Digital Marketing on Customer Loyalty Through Customer Satisfaction as a Mediating Variable on Tokopedia JEFMS, Volume 08 Issue 11 November 2025 www.ijefm.co.in Page 7546 E-Service Quality-> Customer Satisfaction -> Customer Loyalty 0.514 4,431 0.000 accepted The analysis results show that e-service quality has a significant influence on customer satisfaction, as seen from the path coefficient value of 0.373, T-statistic of 4.887, and P-value of 0.000. These values are above the significance criteria (T> 1.98 and P < 0.05), so the hypothesis stating that there is a positive influence of e-service quality on customer satisfaction is declared accepted. In line with previous research.(Agustina & Wiryawan, 2022),(Sudirjo, Aslichah, et al., 2023) And(Aina Mardhiyah & Rahayu Tri Astuti, 2021)The quality of e-services is a key factor influencing satisfaction in digital-based transactions. Fast, accurate, secure service, supported by comprehensive information, fosters trust and comfort when interacting through the platform. When customers perceive that digital services effectively meet their needs, satisfaction levels increase significantly. The analysis results show that e-service quality has a significant influence on customer loyalty, as evidenced by the path coefficient value of -0.302, T-statistic of 3.142, and P-value of 0.002. Although the coefficient is negative, the T-statistic and P-value meet the significance criteria (T> 1.98 and P < 0.05), so the hypothesis regarding the influence of e-service quality on customer loyalty can be accepted. These results are in line with(Zebrga & Zaveri, 2020),(Ratna Sari & Dwiridotjahjono, 2023)And(Hanjaya & Setiawan, 2022)Previous research has shown that e-service quality can indeed influence loyalty, but this influence is often indirect. In the increasingly competitive dynamics of e-commerce, these results confirm that improving digital service quality remains a strategic component, but it is not sufficient to create customer loyalty without simultaneously improving other aspects of the customer experience. Companies need to combine digital service quality with supporting strategies such as loyalty programs, personalized experiences, and better after-sales service. The analysis results show that digital marketing has a significant influence on customer satisfaction, as reflected in the path coefficient value of 0.60, T-statistic of 7.992, and P-value of 0.000. These values exceed the significance limit (T> 1.98 and P < 0.05), so the hypothesis regarding the positive influence of digital marketing on customer satisfaction is declared accepted. This finding is also in line with(Lasriyanti & Saino, 2021), And(Al-Zulhijjah & Muhammad, 2022)which emphasizes the importance of digital marketing in building customer satisfaction in the digital age. Optimal use of digital media can increase customer engagement, simplify product discovery, and provide a more convenient and value-added shopping experience. Based on the results of the structural model test, digital marketing showed an insignificant effect on customer loyalty, as indicated by a path coefficient of –0.221, a T-statistic of 1.268, and a P-value of 0.205. Because the T-statistic value did not meet the significance limit (> 1.98) and the P-value was above 0.05, the hypothesis regarding the influence of digital marketing on customer loyalty was rejected. Several factors contribute to the weak direct influence of digital marketing on loyalty. First, customers tend to judge loyalty based on user experience, not just the information or promotions they see. Second, the intensity of competition in the e-commerce industry provides many choices for customers, so marketing alone is not enough to retain them. Third, digital marketing is often viewed as a short-term communication activity, while loyalty is a long-term attitude formed by consistent service experiences. The results of the structural model analysis indicate that customer satisfaction has a very significant effect on customer loyalty. This is evident from the path coefficient value of 1.377, the T-statistic of 8.745, and the P-value of 0.000, which far exceeds the significance limit (T>1.98 and P<0.05). Thus, the hypothesis stating a positive effect of satisfaction on customer loyalty is accepted. These results are consistent with those of Jeffry Prawira and Cokki (2023).(Ratna Sari & Dwiridotjahjono, 2023),(Agiesta et al., 2021)and Anisa, Bambang Munas Dwiyanto (2021) stated that satisfaction is the main factor driving loyalty. Satisfied customers tend to make repeat purchases, recommend products to others, and maintain a preference for a particular platform. Satisfaction not only increases customer retention but also supports business sustainability, as loyalty contributes to revenue stability and marketing cost savings. The analysis results show that customer satisfaction significantly mediates the relationship between e-service quality and customer loyalty. This is evident from the indirect effect value of 0.514, the T-statistic of 4.431, and the P-value of 0.000, all of which meet the significance criteria (T > 1.98 and P < 0.05). Thus, the mediation pathway through customer satisfaction can be said to be significant and the hypothesis regarding its mediating role is proven. These results are also in line with the literature.(Pratiwi et al., 2022),(Urfany & Muthohar, 2022)And(Prabawanti et al., 2024)which confirms that the effect of e-service quality on loyalty is often indirect. Many studies have shown that loyalty emerges after customers consistently experience satisfaction, not just because of good service quality. Satisfaction is an emotional and cognitive assessment that determines whether customers will continue to use a platform and recommend it to others. The test results show that customer satisfaction significantly mediates the influence of digital marketing on customer loyalty. This is indicated by an indirect effect value of 0.838, with a T-statistic of 5.485 and a P-value of 0.000, all of which meet the significance Analysis of E-Service Quality and Digital Marketing on Customer Loyalty Through Customer Satisfaction as a Mediating Variable on Tokopedia JEFMS, Volume 08 Issue 11 November 2025 www.ijefm.co.in Page 7547 criteria (T > 1.98 and P < 0.05). Thus, the mediation relationship through customer satisfaction can be declared significant, so the hypothesis regarding its mediating role can be accepted. This finding is in line with various studies.(Putra et al., 2024), And(Hanif & Suyanto, 2023)which emphasizes that the influence of digital marketing on loyalty is often indirect, as customers must first experience the benefits and convenience of the implemented marketing strategy. Customer satisfaction is a determining factor in whether digital marketing is able to foster long-term commitment to a platform. CONCLUSIONS, LIMITATIONS, AND SUGGESTIONS This study aims to analyze the role of Customer Satisfaction as a mediating variable in the relationship between E-Service Quality (ESQ) and Digital Marketing (DM) with Customer Loyalty on the Tokopedia platform. The results of the inner model test show that both ESQ and Digital Marketing significantly influence Customer Satisfaction. Furthermore, ESQ and Customer Satisfaction significantly influence Customer Loyalty. However, it was found that Digital Marketing does not have a significant direct influence on Customer Loyalty. The most important conclusion is the role of Customer Satisfaction that mediates the influence of E-Service Quality and Digital Marketing on Customer Loyalty, confirming that satisfaction is the main bridge to build consumer loyalty on the platform. This study has a major limitation in that it focused solely on Tokopedia users, limiting the generalizability of its results to other platforms. 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