The Effect of Website Quality, Trust, and Ease of Use on Customer Loyalty: Customer Satisfaction as a Mediation

Abstract

Today, Shopee customer loyalty is superior than Lazada customer loyalty. Although, the Lazada entered Indonesia in 2012 it was much longer than Shopee which entered Indonesia in 2015 and had controlled the market share in Indonesia. However, the last few years have shown that Lazada has not been able to maintain the loyalty of its customers. So, it is necessary to do further research on the effect of customer loyalty and customer satisfaction. The purpose of this study is to examine the effect of website quality, trust, and ease of use on customer loyalty. Also, to determine the mediating role of customer satisfaction in the relationship of website quality, trust, and ease of use on customer loyalty. A total of 96 respondents were participated in this study. The data analysed using structural equation modelling through partial least square by assisting with statistical software, namely SmartPLS-3. The result indicated that website quality, trust and ease of use have a significant and positive effect on customer loyalty. Also, customer satisfaction mediates the relationship of website quality and trust on customer loyalty. Besides that, customer satisfaction mediates the relationship of ease of use on customer loyalty. In conclusion, this study has successfully investigated and examined the influential factor of customer loyalty and the mediating customer satisfaction in the relationship of website quality, customer trust and ease of use on customer loyalty.