Effect of E-Commerce Innovation, E-Service Quality, and Product Diversity on Customer Loyalty Through Marketplace Image in Indonesia

The purpose of this study is to determine the direct effect e-commerce innovation, e-service quality, and product diversity on customer loyalty, as well indirect influence through image marketplace in Madura Island. analytical technique used research Structural Equation Model analysis with SamrtPls. results found that 1) E-Commerce Innovation variable have a Marketplace Image. 2) E-CommerceiInnovation variableihasia effection Customer Loyality. 3) E-ServiceeQualityyvariable has 4) E-ServiceiQualityyvariable oniCustomer 5) Product Diversity 6) Loyalty. 7) Image 8) Innovationi an Loyality 9) E-Service Quality Loyalty 10) CustomeriLoyalty.