Pengaruh E-service Quality, Keragaman Produk dan E-CRM terhadap Loyalitas Pelanggan dengan Kepuasan Pelanggan sebagai Variabel Intervening (Studi pada Mitra Bisnis Khalifah Store Kebumen)

This study aims to analyze the effect of E-Service Quality, Product Variety, and E-CRM on Customer Loyalty through Customer Satisfaction as an Intervening variable among business partners (agents and resellers) of Khalifah Store Kebumen, grounded in the Stimulus-Organism-Response (S-O-R) theory. The research employed an explanatory quantitative approach with a Purposive sampling technique, involving 101 respondents. Data were collected via an online questionnaire and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) through SmartPLS 4.1.18. The results revealed that E-Service Quality has a positive but statistically insignificant effect on Customer Satisfaction, whereas Product Variety and E-CRM have a positive and significant effect on Customer Satisfaction, with E-CRM being the most dominant predictor. Furthermore, Customer Satisfaction has a positive and significant effect on Customer Loyalty. Mediation testing proved that Customer Satisfaction fails to mediate the effect of E-Service Quality and Product Variety on Customer Loyalty. However, Customer Satisfaction significantly mediates the effect of E-CRM on Customer Loyalty. These findings emphasize that optimizing E-CRM and fulfilling partner satisfaction are the primary pillars for building network distribution loyalty in the digital era.