The role of E-S-Qual scale on e-service quality variables can be used to measure the quality of services provided by Tokopedia toward customer and the e-marketing mix variabel can be used by organizational management so that they can win the competition in digital sales through e-commerce. Therefore, this research was conducted to analyze the role of e-service quality and e-marketing mix that can create customer satisfied and loyal. The sample was selected based on non-probability sampling technique and 373 people were selected as respondents. Data from filling out the questionnaire was processed using the structural model equation method with AMOS 26 software.The results of the study stated that the direct effect of e-service quality was positive and significant on e-satisfaction and e-loyalty. The direct influence of the e-marketing mix variable which is positive and significant is only obtained on its relationship with the e-satisfaction variable. The results of the indirect effect analysis are only proven on the relationship between e-service quality and e-loyalty through the e-satisfaction variable

Ahmed, T., Karmaker, C., & Rahman, S. (2020). Model of interrelation among E-service quality factors: Case Study in Online Business of Bangladesh. International Journal for Quality Research, 14(3), 765–786. https://doi.org/10.24874/IJQR14.03-08

Augustien, A. B. (2020). Pengaruh E-Service Quality Terhadap Customer Loyalty Dengan Customer Satisfaction Sebagai Intervening Pada Aplikasi Shopee. Jurnal Strategi Pemasaran, 7(2).

Bougie, R., & Sekaran, U. (2020). Research Methods for Business A Skill Building Approach (8th ed.). Wiley.

Elkhani, N., Soltani, S., & Jamshidi, M. H. M. (2014). Examining A Hybrid Model For E-Satisfaction And E-Loyalty To E-Ticketing on Airline Websites. Journal of Air Transport Management, 37, 36–44. https://doi.org/10.1016/j.jairtraman.2014.01.006

Fernandes, A. A. R., & Solimun, S. (2018). The Mediation Effect of Customer Satisfaction in the Relationship Between Service Quality, Service Orientation, and Marketing Mix Strategy to Customer Loyalty. Journal of Management Development, 37(1), 76–87. https://doi.org/10.1108/JMD-12-2016-0315

Ghozali, I. (2017). Model Persamaan Struktural Konsep dan Aplikasi Dengan Program AMOS (7th ed.). Universitas Diponegoro.

Gopi, B., & Samat, N. (2020). The influence of Food Trucks’ Service Quality on Customer Satisfaction and its Impact Toward Customer Loyalty. British Food Journal, 122(10), 3213–3226. https://doi.org/10.1108/BFJ-02-2020-0110

Halim, F., Kurniullah, A. Z., Efendi, M. B., Sudarso, A., Purba, B., Sisca, D. L., Simarmata, H. M. P., Permadi, L. A., & Novela, V. (2021). Manajemen Pemasaran Jasa (R. Watrianthos, Ed.; 1st ed.). Yayasan Kita Menulis.

Harli, I. I., Mutasowifin, A., & Andrianto, M. S. (2021). Pengaruh Online Consumer Review dan Rating terhadap Minat Beli Produk Kesehatan pada E-Marketplace Shopee Selama Masa Pandemi COVID-19. INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 4(4), 558–572. https://doi.org/10.31842/jurnalinobis.v4i4.205

Herliani, & Rofianto, W. (2020). E-Satisfaction & E-Trust Driving Factors and its Implications on Customer Loyalty: A Research on The Groceries Application. The 8 Th International Seminar and Conference on Learning Organisation, 102–112.

Hooley, G., Nicoulaud, B., Rudd, J. M., & Lee, N. (2020). Marketing Strategy and Competitive Positioning (7th ed.). Pearson. www.pearson.com/uk

Ikhsan, & Lestari, R. (2021). Pengaruh Promotion, Perceived Value, E-Service Quality dan E-Trust Terhadap E-Repurchase Intention Dan E-Loyalti Konsumen E-Commerce Tokopedia di Kota Banda Aceh. Maneggio: Jurnal Ilmiah Magister Manajemen, 4(2), 205–214. http://jurnal.umsu.ac.id/index.php/MANEGGIO

Irwansyah, A., & Mappadeceng, R. (2018). Pengaruh E-Service Quality Terhadap Customer Loyalty Melalui Customer Satisfaction pada Toko Online Buka Lapak. Jurnal Manajemen Dan Sains, 3(2), 128–136.

Junaidi. (2021). Aplikasi Amos dan Structural Equalition Model (1st ed.). UPT Unhas Press.

Kaya, B., Behravesh, E., Abubakar, A. M., Kaya, O. S., & Orús, C. (2019). The Moderating Role of Website Familiarity in the Relationships Between e-Service Quality, e-Satisfaction and e-Loyalty. Journal of Internet Commerce, 18(4), 369–394. https://doi.org/10.1080/15332861.2019.1668658

Khan, M. A., Zubair, S. S., & Malik, M. (2019). An Assessment of E-Service Quality, E-Satisfaction and E-Loyalty: Case of Online Shopping in Pakistan. South Asian Journal of Business Studies, 8(3), 283–302. https://doi.org/10.1108/SAJBS-01-2019-0016

Khazri, A. el. (2022). The Effects of E-Marketing In Enhancing Customer Loyalty in Moroccan Hotels: The Moderating Role of Social Media. In International Journal of Business and Technology Studies and Research. www.ijbtsr.org

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.

Laudon, K., & Traver, C. (2021). E-commerce 2021–2022: Business. Technology. Society. (17th ed.). Pearson.

Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). E-S-QUAL a multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213–233.

https://doi.org/10.1177/1094670504271156

Pogorelova, E. v, Yakhneeva, I. v, Agafonova, A. N., & Prokubovskaya, A. O. (2016). Marketing Mix for E-commerce. International Journal of Enviromental & Science Education, 11(14), 6744–6759. http://ssrn.com/abstract=2848818

Purnamasari, D. (2018). The Roles of E-Service Quality, E-Trust, and E-Satisfaction on Online Retail Loyalty. Industrial Research Workshop and National Seminar, 9, 634–641.

Purwanto, A. (2022). The Role of Digital Leadership, E-Loyalty, E-Service Quality And E-Satisfaction of Indonesian E-Commerce Online Shop. International Journal of Social And Management Studies (IJOSMAS), 03(5), 51–57.

Risal, M., & Aqsa, M. (2021). Consumer Loyalty as Impact of Marketing Mix and Customer Satisfaction. Mimbar: Jurnal Sosial Dan Pembangunan, 37(2), 23–30.

Rita, P., Oliveira, T., & Farisa, A. (2019). The Impact of E-Service Quality and Customer Satisfaction on Customer Behavior in Online Shopping. Heliyon, 5(10).

https://doi.org/10.1016/j.heliyon.2019.e02690

Rodríguez, P. G., Villarreal, R., Valiño, P. C., & Blozis, S. (2020). A PLS-SEM Approach to Understanding E-SQ, E-Satisfaction and E-Loyalty for Fashion E-Retailers in Spain. Journal of Retailing and Consumer Services, 57(July). https://doi.org/10.1016/j.jretconser.2020.102201

Sastika, W. (2018). Analisis Kualitas Layanan Dengan Menggunakan E-Service Quality Untuk Mengetahui Kepuasan Pelanggan Belanja Online Shopee. Ikraith-Humaniora, 2(2).

Simangunsong, B., Sitompul, D., & Sadalia, I. (2018). The Effect of Marketing Mix on Loyalty Through Customer Satisfaction in PT. Merck Tbk Cabang Medan. International Conference of Organizational Innovation, 3(10), 486–496. https://doi.org/10.18502/kss.v3i10.3397

Sugiyono. (2015). Metode Penelitian Kuantitatif Kualitatif dan R&D (22nd ed.). Alfabeta.

Taufikqurrochman, A., Juliati, R., & Irawati, S. (2021). The Impact of E-Service Quality and Price on Customer Satisfaction of Tokopedia. Jurnal Manajemen Bisnis Dan Kewirausahaan, 1(2). http://ejournal.umm.ac.id/index.php/jamanika

Tjhin, V. U., Tavakoli, R., & Atmojo, R. N. P. (2016). The Determinants Affecting E-Loyalty: Hospitality Industry in Indonesia. 2016 2nd International Conference on Science in Information Technology (ICSITech), 131–136.

Tobagus, A. (2018). Pengaruh E-Service Quality Terhadap E-Satisfaction pada Pengguna di Situs Tokopedia. AGORA, 6(1), 1–10.

Wilis, R. A., & Nurwulandari, A. (2020). The effect of E-Service Quality, E-Trust, Price and Brand Image Towards E-Satisfaction and Its Impact on E-Loyalty of Traveloka’s Customer. Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi, 4(3), 1061–1099.

Yang, K., Kim, J., Min, J., & Hernandez-Calderon, A. (2021). Effects of Retailers’ Service Quality and Legitimacy on Behavioral Intention: The Role of Emotions During COVID-19. Service Industries Journal, 41(1–2), 84–106. https://doi.org/10.1080/02642069.2020.1863373