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All Journal International Journal of Economics, Business and Accounting Research (IJEBAR)
Lasiyono, Utung
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Economics, Econometrics & Finance

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UNRAVELING THE DRIVERS OF CUSTOMER LOYALTY IN SHOPEE INDONESIA: A META-ANALYSIS OF BRAND IMAGE, BRAND TRUST, E-SERVICE QUALITY, AND CUSTOMER SATISFACTION Cahyono Arjo, Julian Grazius; Lasiyono, Utung; Afkar, Taudlikhul
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 8, No 3 (2024): IJEBAR, VOL. 8, ISSUE 3, September 2024
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v8i3.13873

Abstract

This study aims to identify the factors influencing Shopee customer loyalty in Indonesia, focusing on brand image, brand trust, e-service, and customer satisfaction. The meta-analysis method is used to analyze the results of several relevant studies in this context. The meta-analysis results show that brand image has a significant positive relationship with customer loyalty, but is not significantly influenced by customer satisfaction. conversely, brand trust and e-service have a significant positive relationship with customer loyalty, and customer satisfaction partially mediates the relationship between these two factors and Shopee customer loyalty. These findings indicate that brand image has a strong direct influence on customer loyalty, while brand trust and e-service can enhance customer loyalty both directly and through customer satisfaction. This underscores the importance of building a strong brand image, high consumer trust, and good electronic services to increase customer loyalty on e-commerce platforms such as Shopee in Indonesia.
UNRAVELING THE DRIVERS OF CUSTOMER LOYALTY IN SHOPEE INDONESIA: A META-ANALYSIS OF BRAND IMAGE, BRAND TRUST, E-SERVICE QUALITY, AND CUSTOMER SATISFACTION Cahyono Arjo, Julian Grazius; Lasiyono, Utung; Afkar, Taudlikhul
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 8 No 3 (2024): IJEBAR, VOL. 8, ISSUE 3, September 2024
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v8i3.13873

Abstract

This study aims to identify the factors influencing Shopee customer loyalty in Indonesia, focusing on brand image, brand trust, e-service, and customer satisfaction. The meta-analysis method is used to analyze the results of several relevant studies in this context. The meta-analysis results show that brand image has a significant positive relationship with customer loyalty, but is not significantly influenced by customer satisfaction. conversely, brand trust and e-service have a significant positive relationship with customer loyalty, and customer satisfaction partially mediates the relationship between these two factors and Shopee customer loyalty. These findings indicate that brand image has a strong direct influence on customer loyalty, while brand trust and e-service can enhance customer loyalty both directly and through customer satisfaction. This underscores the importance of building a strong brand image, high consumer trust, and good electronic services to increase customer loyalty on e-commerce platforms such as Shopee in Indonesia.
Co-Authors Afkar, Taudlikhul Cahyono Arjo, Julian Grazius