The Influence of Service Quality, Brand Ambassador, Customer Value, and E-Wom as a Mediating Variable on Customer Loyalty (a Study of Generation Z Shopee Customers in South Tangerang)

Abstract

The development of digital technology and increasingly competitive e-commerce industry encourage companies to maintain customer loyalty through strategies that improve customer experience and engagement. This study aims to analyze the influence of service quality, brand ambassador, and customer value on Electronic Word of Mouth (E-WOM) and customer loyalty, as well as to examine the role of E-WOM as a mediating variable among Generation Z Shopee customers in South Tangerang. This quantitative survey involved 150 respondents selected using purposive sampling. Data were collected through an online questionnaire using a five-point Likert scale and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 3. The results show that service quality, brand ambassador, and customer value positively and significantly affect E-WOM and customer loyalty. E-WOM also has a positive and significant effect on customer loyalty. Furthermore, E-WOM positively and significantly mediates the effects of service quality, brand ambassador, and customer value on customer loyalty. The findings indicate that service experience, marketing communication, perceived value, and digital word-of-mouth are interconnected in shaping customer loyalty among Generation Z Shopee customers in South Tangerang.