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All Journal JBMR: Journal of Business and Management Review
Weni Novandari
Department of Management, Faculty of Economics and Business Universitas Jenderal Soedirman, Purwokerto, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Effect Of Online Customer Experience, Product Quality, and Service Quality On SMEs Customer Loyalty Fajar Adi Prakoso; Najmudin Najmudin; Weni Novandari; Nandang Bekti Karnowati; Devy Widya Apriandi
Journal of Business and Management Review Vol. 4 No. 5 (2023): (Issue-May)
Publisher : Profesional Muda Cendekia Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47153/jbmr45.6952023

Abstract

This study aimed to ascertain the impact of online customer experience, product quality, and service quality on customer loyalty in SMEs. This study was conducted In Tangerang Selatan, Indonesia. A purposive sample technique was employed to acquire data. There were 150 responders in this survey. The SmartPLS 3.3 software tool performed partial least squares (PLS)-based structural equation modeling (SEM). According to the study, online customer experience and product quality substantially impact consumer loyalty. In contrast, service quality has no impact on consumer loyalty. The most important factor affecting customer loyalty is product quality which needs attention. If the product is of high quality, customers will be satisfied and will tend to buy again and recommend the business to others who can help increase the number of customers.
Co-Authors Devy Widya Apriandi Fajar Adi Prakoso Najmudin Nandang Bekti Karnowati