Penelitian ini bertujuan untuk menguji pengaruh dimensi-dimensi e-servicescape terhadap kepuasan pengguna dan bagaimana dampaknya pada loyalitas pengguna. Penelitian ini dilakukan di Kota Tarakan dengan melakukan studi pada pengguna Shopee di Kota Tarakan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Teknik pengambilan sampel dilakukan dengan menggunakan teknik non-probability sampling melalui metode purposive sampling. Uji validitas dilakukan menggunakan convergent validity dan discriminant valididty. Sementara itu, uji reliabilitas dilakukan menggunakan composite reliability. Berdasarkan analisis Partial Least Square (PLS 4.0), hasil penelitian ini menunjukkan bahwa variabel aesthetic appeal, online layout and functionality, dan financial security masing-masing berpengaruh secara positif terhadap kepuasan pengguna Shopee. Untuk variabel kepuasan pengguna Shopee memiliki pengaruh secara positif terhadap loyalitas pengguna Shopee. Sementara itu, melalui kepuasan pengguna variabel aesthetic appeal, online layout and functionality, dan financial security masing-masing berpengaruh secara positif terhadap loyalitas pengguna.

Kata kunci: Aesthetic Appeal, Online Layout and Functionality, Financial Security, Kepuasan Pengguna, Loyalitas Pengguna

This study aimed to examine the effect of e-servicescape dimensions on user satisfaction and how it impacts user loyalty. This research was conducted through a study on Shopee users in Tarakan City. This study used a quantitative approach through survey methods with instruments form of online questionnaires. Sampling was carried out using a non-probability sampling technique through a purposive sampling method which attracted 200 respondents with online shopping experience through Shopee. The validity test was carried out using convergent validity and discriminant validity. Meanwhile, the reliability test was carried out using composite reliability. Based on hypothesis testing using Structural Equation Modeling (SEM) in the Partial Least Square (PLS) program version 4.0, the results of this study indicated that: first, the variables of aesthetic appeal, online layout, and functionality, and financial security of each have a positive effect on user satisfaction Shopee. Second, the variable Shopee user satisfaction has a positive effect on Shopee user loyalty. Third, the variables of aesthetic appeal, online layout and functionality, and financial security each have a positive effect on Shopee user loyalty through Shopee user satisfaction. Keywords : Aesthetic Appeal, Online Layout and Functionality, Financial Security, User Satisfaction, User Loyalty