Strategy to increase E-Customer Loyalty Through E-Customer Satisfaction in E-Commerce Business in Indonesia

Abstract

The purpose of this study was to measure the degree of electronic customer's electronic satisfaction and loyalty to online sales and shopping services in Indonesia. The study is classified as a research study using descriptive analysis methods, taking samples from the population and using questionnaires as the primary tool for data collection. The population in this study is all Indonesian online shopping consumers. Respondents were selected using probability sampling and systematic random sampling. The survey sample used consisted of 156 respondents. The survey sample was randomly selected for the first data, but specific intervals are used for the second data. The results of the analysis using the structural equation modeling (SEM) model are as follows; (1) The E-Marketing mix has a large positive effect on e-customer satisfaction. (2) E-Service quality (E SERVQUAL) has a significant positive impact on e-customer satisfaction; (3) E-Brand trust has a significant positive impact on e-customer satisfaction. (4) E-customer satisfaction has a significant positive impact on E-customer retention. This study will help online selling business stakeholders identify the factors that can affect e-customer loyalty.