Building e-loyalty Toward online Shop in Indonesia Through e-Trust Amid Pandemic COVID-19

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.