Penelitian ini bertujuan untuk menguji Kepuasan dan Loyalitas pelaggan terhadapInovasi E-Commerce dan Kualitas Layanan pada Mahasiswa Universitas BorneoTarakan. Peneitian ini menggunkan metode survei dengan instrumen berupa kuesionerdan metode pengambilan sample yaitu metode Purposive Sampling. Jumlah respondensebanyak 280. Teknik analisis data yang digunakan penelitian ini yaitu SEM (StrukturalaEquation Modeling) yang diopersionalkan menggunakan software S-PLS. Hasilpeneilitian menunjukkan inovasi e-commerce berpengaruh positifit terhadap kepuasandan loyalitas pelanggan, kualitas layanan berpengaruh positif terhadap kepuasan danloyalitas pelanggan, kepuasan berpenaruh positif terhadap inovasi e-commerce dankualitas layanan, loyalitas berpengaruh positif terhadap inovasi e-commerce dankualitas layanan. Hal ini menunjukan inovasi e-commerce maupun kualitas layananmemiliki peran penting dalam mendorong kepuasan dan loyalitas pelanggan.

Kata Kunci: Inovasi E-Commerce dan Kualitas Layanan

This research aims to examine customer satisfaction and loyalty towards ecommerce innovation and e-service quality among students at Borneo Tarakan University. This research uses a survey method with questionnaires as instruments and the sampling method is the purposive sampling method. The number of respondents was 280. The data analysis technique used in this research was SEM(Structural Equation Modeling) which was operationalized using S-PLS software. The research results show that e-commerce innovation and e-service quality have a positive effect on customer satisfaction and loyalty, satisfaction, and loyalty has a positive effect on e-commerce innovation and service quality. This shows that ecommerce innovation and e-service quality have an important role in encouraging customer satisfaction and loyalty. Keywords: E-Commerce Innovation and E-Service Quality