EFFECT OF E-CRM AND E-SERVQUAL ON E-LOYALTY THROUGH E-SATISFACTION IN MILLENNIAL GENERATION, STUDY OF ONLINE SHOPPING BEHAVIOR IN INDONESIA

This study aims to analyze the influence of electronic-customer relationship management (e- CRM) and electronicservicequality (e-Servqual) along with their two dimensions on electronic-satisfaction (e-satisfaction) and electronicloyalty(e-loyalty) in millennial generation context in Indonesia. In collecting data, this study used an onlinequestionnaire instrument that was distributed during April 2019. In sampling, researchers used a purposive samplingtechnique. Questionnaires were collected as many as 292 respondents. In analyzing the data, the researcher usedthe structural equation model (SEM) approach with the help of SmartPLS software. The results showed (1) thegeneration of millennial educated in Senior High School (SMA) or (equivalent level) showed a significant influence ofhedonic dimensions of e-Servqual on e-satisfaction, and a significant effect of e-satisfaction on e-loyalty.(2) Millennial generation with a final Diploma and Bachelor degree (S1) showed the significant influence of hedonicdimensions of e-Servqual on e-satisfaction, and the direct effect of e-Servqual dimensions on e-loyalty, and there is asignificant effect of e-satisfaction on e-loyalty. (3) The millennial generation of final educated Masters and Doctorate(S2 or S3) showed a significant influence of hedonic and utilitarian dimensions of e-Servqual on e- satisfaction, andthere is a significant effect of e-satisfaction on e-loyalty.