Scientific Research Journal of Economics and Business Management Abbreviated Key Title: Sci Res Jr Eco Bus Mgn. ISSN 2788-9491 (Print) ISSN 2788-9505 (Online) Volume-3 | Issue-1|Jan-Feb-2023| Quick Response Code Journal homepage: https://isrpgroup.org/srjebm/ Copyright @ 2023 IARCON, All rights reserved. No part of this content may be reproduced or transmitted in any form or by any means as per the standard guidelines of fair use. Creative Commons License Open Access by IARCON is licensed under Creative Commons License a Creative Commons Attribution 4.0 International License. Article History Received: 12.01.2023 Accepted: 20.01.2023 Published: 04.02.2023 68 Research Article The Effect of Online Customer Experience on E-Loyalty in Sociolla E- Commerce: E-Satisfaction as a Mediating Variable Delia Fabiola * , Erna Listiana, Bintoro Bagus Purnomo, Wendy, Barkah 1 Faculty of Economics and Business, Universitas Tanjungpura, Indonesia 2 Department of Management, Faculty of Economics and Business, Universitas Tanjungpura, Indonesia *Corresponding Author DELIA FABIOLA Abstract: Research on skincare products is intriguing, particularly on Sociolla, an Indonesian e-commerce platform. Previously, people could only buy skincare products in-store, but now they can shop online. The growing number of skincare users each year has piqued the interest of brands in establishing a skincare business, making competition in this sector more difficult. In business competition, efforts are required to attract the attention of customers. This research aimed to investigate the effect of Online Customer Experience, E-Satisfaction, and E-Loyalty on Sociolla customers in Indonesia. This study was causal research employing a quantitative method. The research sample consisted of 235 respondents. They were chosen using a non-probability sampling technique known as purposive sampling. Respondent criteria included being at least 17 years old, using the Sociolla platform in the previous three months, and shopping at least three times in the previous three months. The data analysis technique employed in this research was Structural Equation Modeling (SEM) with AMOS 26 software. The findings of this study demonstrated that 1) Online Customer Experience had a positive and significant effect on Customer Satisfaction, 2) Online Customer Experience had a positive and significant effect on Customer Loyalty, and 3) Customer Satisfaction had a positive and significant effect on Customer Loyalty. Keywords: Online Customer Experience, E-Satisfaction, E-Loyalty, E-Commerce, Sociolla, Indonesia. INTRODUCTION Many changes have occurred during the digitalization era due to increasingly advanced technological developments. One of the changes is how people shop, from bringing sellers and buyers together directly to shopping online without leaving the house using an internet network. Hence, consumers can shop online from anywhere, including abroad. With these changes, many business actors have created various e- commerce as a place or platforms for online buying and selling transactions, one of which is Sociolla. Sociolla is an e-commerce site that sells well-known beauty products. According to Databoks, Sociolla was one of the top ten e-commerce platforms in the fourth quarter of 2020. According to iPrice, local e-commerce performs exceptionally well and consistently sets new records. Sociolla led the beauty e-commerce category with the highest monthly website visitors in Q4 of 2019, with an average of 7.5 times more visitors than Sephora. In the Play Store and App Store, Sociolla outperforms Sephora in terms of application performance. Besides, it has consistently ranked in the top five app rankings on the iOS and Android platforms since Q4 of 2020. Sociolla, like other online businesses, faces fierce competition. Providing a positive shopping experience while maintaining and increasing consumer satisfaction and loyalty is critical. Customer satisfaction and experience are critical in increasing loyalty. Consequently, the significance of experience in the growth of online shopping is becoming more widely recognized (Rose et al., 2012). According to Vézina (1999), customer experience includes activities before and after a purchase and other actions that may influence future consumer decisions. In e-commerce, customer experience is a psychological state manifested as a subjective response or total perception resulting from service delivery (Rose et al., 2012; Zhang et al., 2017).