E-commerce fashion in Surabaya City: How e-shopping experience affects e-loyalty by moderating e-trust and e-satisfaction

This study examines the effect of e-shopping experience towards e-loyalty mediated by e-trust and e-satisfaction on e-commerce fashion in Surabaya city. research is explanatory with a quantitative approach which collects data distributing questionnaires to 150 respondents. The were analyzed using structural equation modeling partial least squares (SEM-PLS). results this indicate that has significant e-loyalty. also found significantly impacts e-satisfaction. E-trust no e-loyalty, while affects can not mediate relationship between Meanwhile, e-Satisfaction From research, it suggested companies provide good shopping encourage satisfaction impact customer loyalty.