This study aims to determine the effect of e-commerce strategy, service
performance and satisfaction as a moderating variable on customer loyalty Bank
BRI Purwokerto Branch Office. The independent variable in this study is ecommerce
strategy, service performance and customer satisfaction while the
dependent variable in this study is customer loyalty. The data collection technique
used was purposive sampling while the sample used 100 respondents. Data
analysis techniques in this study used multiple linear regression analysis. Based
on the results of the analysis partially, e-commerce strategy has no significant
effect on customer loyalty while service performance has a significant effect on
customer loyalty. The results of satisfaction moderation research are able to
moderate and significant the relationship between e-commerce strategy and
service performance on customer loyalty.