ABSTRACT
Pandemic COVID-19 encouraged Indonesia retail migrate their business to e-commerce, especially e-marketplace or online shop. The aim of this study is to examine the relationship of e-trust and e-satisfaction in building e-loyalty. This study also aims to examine the impact of e-coupon, information quality and financial risk on e-trust and e-satisfaction. This study is one of the few studies that examine the relationship of e-coupon, e-satisfaction, e-trust, and e-loyalty simultaneously. The population of this study is Indonesia consumers that already shopping online through e-marketplace. This study employs a structural equation model (SEM) PLS to analyze the research model and data. This study uses non-probability - quota sampling to collect data. The samples were collected through online questionnaires from 423 online shop customers in Indonesia. The result found that e-trust and e-satisfaction are essential factors in developing e- loyalty toward Indonesia's online shop in pandemic COVID-19. This study also found that e-coupon and information quality have an essential role in building e-satisfaction and e-trust. The finding from this study has a theory and practical implications. © 2023 EDP Sciences. All rights reserved.
ABSTRACT
Pandemic COVID-19 brought immediate impact on consumers behavior in Indonesia. Pandemic COVID-19 caused an increase in online activities in Indonesia, including online shopping activities. The purpose of this study is to examine the impact of e-trust, reputation, product risk, e-coupon on building e-loyalty toward online shops in Indonesia during pandemic COVID-19. Data were obtained through a survey of 407 respondents. SEM PLS was used to analyzed the proposed theoretical model. The results show that e-coupon, e-trust significantly affect e-loyalty. The result also shows that e-coupon, reputation, product risk significantly affects e-trust. Online shop owner in Indonesia should focus on improving e-trust to achieve e-loyalty.