<![CDATA[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.]]>
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