Measuring Customers Loyalty Through Satisfaction In E-Commerce: An Empirical Study On Tokopedia

Vania Tanlim; Tommy Setiawan Ruslim

doi:10.24912/jm.v28i3.1967

Authors

Vania Tanlim Department of Management, Faculty of Economics and Business, Tarumanagara University
Tommy Setiawan Ruslim Department of Management, Faculty of Economics and Business, Tarumanagara University

DOI:

https://doi.org/10.24912/jm.v28i3.1967

Keywords: E-Service Quality; E-Commerce Innovation; Utilitarian Value; Hedonic Value; Customer Loyalty.

Abstract

This study aims to empirically examine the impact of e-service quality, e-commerce innovation, utilitarian value, and hedonic value on customer loyalty, with customer satisfaction as a mediating variable at Tokopedia. The research population consists of Tokopedia users in Jakarta. The sample for this study includes 252 participants selected through screening questions and collected online via Google Forms using judgmental sampling. The data is processed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate a positive and significant influence of e-service quality, e-commerce innovation, utilitarian value, and hedonic value on customer loyalty, both directly and indirectly, through the mediation of customer satisfaction.

Author Biographies

Vania Tanlim, Department of Management, Faculty of Economics and Business, Tarumanagara University

vania.115200087@stu.untar.ac.id

Tommy Setiawan Ruslim, Department of Management, Faculty of Economics and Business, Tarumanagara University

Tommyr@fe.untar.ac.id

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