E-Servicescape analysis and its effect on perceived value and loyalty on e-commerce online shopping sites in Yogyakarta

The purpose of this study is to explain and analyze the effect of the e-servicescape dimension on perceived value and loyalty to e-commerce sites in Indonesia. The sampling technique used a non-probability sampling technique with a sample of 195 respondents who had shopped at e-commerce more than three times. Data collection is done by spreading the distribution through WhatsApp, Instagram, and Facebook. The research variables consist of aesthetic appeal, layout & functionality, and financial security as independent variables, perceived value as a mediator, and attitude and behavior loyalty variables as dependent variables. The study used AMOS 24 to analyze the data. The results of the study show that the three independent variables are only layout & functionality that have a positive and significant effect on consumers' perceived value perceptions, while the variables of aesthetic appeal and financial security harm perceived value. Furthermore, the perceived value variable has a positive and significant effect on attitude and behavior loyalty as well as attitude loyalty has a significant positive effect on behavioral loyalty. The implication of this research is to add literature and insight for e-commerce players in Indonesia to increase the aesthetic appeal of online stores and financial security so that consumers are loyal in attitude and behavior and that practices that can harm consumers and negatively impact e-commerce players do not occur. Research needs to do further research on the same object but with different results or different objects, such as electronic products or e-commerce bills.