Article Per Year (5 Year)
p-Index From 2021 - 2026
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All Journal Journal of Economics, Entrepreneurship, Management Business and Accounting
Avina Rizka Fadhilah
Universitas Brawijaya, Indonesia
Economics, Econometrics & Finance

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Customer Loyalty in Indonesian Marketplaces: The Role of Online Customer Experience, Perceived Value, and E-Trust Avina Rizka Fadhilah; Nur Khusniyah Indrawati; Raditha Dwi Vata Hapsari
Journal of Economics, Entrepreneurship, Management Business and Accounting Vol 4 No 5 (2026): Volume 4, Issue 5, September 2026
Publisher : CV. Sakura Digital Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61255/jeemba.v4i5.1386

Abstract

Purpose – This study examines the effect of online customer experience on customer loyalty through perceived value and e-trust in Indonesian marketplace platforms. Design/methodology/approach – This study used a quantitative explanatory approach. Data were collected through an online questionnaire from 264 Indonesian marketplace users and analyzed using Partial Least Squares Structural Equation Modeling with SmartPLS 3.2.9. Findings/Results – The results show that online customer experience does not directly affect customer loyalty. However, online customer experience positively affects perceived value and e-trust, while perceived value and e-trust positively affect customer loyalty. Both perceived value and e-trust fully mediate the relationship between online customer experience and customer loyalty. Originality/Value – This study shows that customer loyalty in marketplace platforms is not formed directly from online customer experience, but through perceived value and e-trust. The findings support the Stimulus-Organism-Response theory and Relationship Marketing Theory and provide practical insight for marketplace managers to strengthen customer loyalty by creating value and trust.
Co-Authors Nur Khusniyah Indrawati Raditha Dwi Vata Hapsari