ANALISIS FAKTOR PEMBENTUK E-LOYALTY

Abstract

E-loyalty establishment issue is very interesting to study, because loyalty can improve a product's profitability. This research aimed to explain the effect of (1) service quality on consumer loyalty, (2) service quality on consumer satisfaction, (3) service quality on trust, (4) service quality on commitment, (5) consumer satisfaction on consumer loyalty, (6) trust on consumer loyalty, and (7) commitment on consumer loyalty. The sample consisted of 200 respondent intending to make online purchase loyally taken using purposive sampling technique. SEM (Structural Equation Model) was a statistical instrument chosen to find out the relationship between variables. The result of research indicated that (1) service quality affected consumer loyalty insignificantly, (2) service quality affected consumer satisfaction significantly and positively, (3) service quality affected trust significantly and positively, (4) service quality affected consumer commitment significantly and positively, (5) service quality affected consumer loyalty significantly and positively, (6) trust affected consumer loyalty insignificantly, and (7) commitment affected consumer loyalty significantly and positively. In addition, this research also discussed the insignificant relationship between variables, research implication whether theoretically, methodologically or practically, and recommendation for further research.