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All Journal EQIEN - JURNAL EKONOMI DAN BISNIS
Made Mas Sujana Wirakusuma
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Decision Sciences, Operations Research & Management

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FAKTOR-FAKTOR YANG MEMPENGARUHI LOYALITAS KONSUMEN GENERASI MILENIAL TERHADAP E-MARKETPLACE Made Mas Sujana Wirakusuma; William Agung Kandiawan; Jean Raymond Runtu; Evelyn Hendriana
Eqien - Jurnal Ekonomi dan Bisnis Vol 9 No 1 (2022): EQIEN - JURNAL EKONOMI DAN BISNIS
Publisher : Sekolah Tinggi Ilmu Ekonomi Dr Kh Ez Mutaqien

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (538.666 KB) | DOI: 10.34308/eqien.v9i1.351

Abstract

Previous research on customer loyalty in e-marketplaces mostly relates it to service quality, satisfaction, and trust. Meanwhile, e-marketplace consumers also need effective service recovery and a pleasant customer experience, especially for millennial consumers. However, research on the factors that shape loyalty to e-marketplaces in Indonesia, especially on the millennial generation, rarely sees the relationships simultaneously. This study aims to examine the effect of consumer experience, service quality, and service recovery on consumer loyalty through consumer satisfaction and trust toward online marketplace. Data were obtained from 169 millennial consumers of Tokopedia, Shopee, and Bukalapak di Greater Jakarta selected using purposive sampling technique. The hypotheses were tested using partial least square structural equation modelling (PLS-SEM) technique. This study found that consumer experience and service quality had a positive effect on customer satisfaction. Meanwhile, service quality and service recovery had a positive effect on customer trust. Since the study involves respondents who had experienced problems when shopping in online marketplaces, customer satisfaction did not directly affect loyalty, but must be through customer trust.
Co-Authors Evelyn Hendriana Jean Raymond Runtu William Agung Kandiawan