ABSTRACT
The study aims at developing new knowledge to better understand the importance of the utilitarian and hedonic dimensions of e-Service quality affecting consumer satisfaction and trust in a local fashion brand official website, thus the customers will always have the intention to visit, repurchase and recommend it to their relatives. The findings of this study indicate that enjoyment, as the dimension carried, was proven to be valid and significant as a construct of e-service quality. The results also show a significant positive effect of e-service quality on customer satisfaction and customer trust. In addition, there was a significant positive effect of customer satisfaction and customer trust on consumer loyalty. This study also proves a significant positive effect of customer satisfaction and customer trust as a mediating role between e-service quality and repurchase intention.
