Determinants of Consumer Loyalty at Market Place

Rudy Haryanto; Nur El Ikhsan; Iswahyu Pranawukir; Nirstyo Wahdi; Rudi Kurniawan

doi:10.37385/ijedr.v5i3.6039

Authors

Rudy Haryanto Politeknik Negeri Banjarmasin
Nur El Ikhsan Institut STIAMI
Iswahyu Pranawukir Institut Bisnis dan Informatika Kosgoro 1957
Nirstyo Wahdi Universitas Semarang
Rudi Kurniawan Politeknik Lp3i

DOI:

https://doi.org/10.37385/ijedr.v5i3.6039

Keywords:

Service Quality, Customer Experience, Trust, Loyalty, Lazada

Abstract

In the midst of intense competition, e-commerce companies must be astute in seeing every opportunity to grow and effectively create new breakthroughs so that people do not move and continue to make transactions with the company. One way to develop a buying and selling business rapidly nowadays is to sell herbal herbal products online, both from social media and on e-commerce buying and selling platforms. The aim of this research is to analyze and test the influence of service quality, customer experience and trust on the loyalty of herbal medicine consumers who have shopped online on the Lazada marketplace. This research uses quantitative methods with multiple regression analysis. Sampling applied a purposive sampling method and the number of samples in this research was 87 respondents obtained by distributing online questionnaires via WhatsApp to online herbal medicine consumers in the Lazada marketplace. Consumers know the Lazada marketplace and have purchased herbal medicine online on the Lazada marketplace at least 3 times. Data were analyzed using IBM SPSS version 26 through several tests, namely: validity test, reliability test, classical assumption test, multiple linear regression analysis and coefficient of determination test. The results of this research show that service quality, customer experience and trust have a positive and significant effect, both partially and simultaneously, on the loyalty of herbal medicine consumers who have shopped online on the Lazada marketplace. It is hoped that Lazada will further adjust the menu displayed in its application according to needs in order to increase consumer confidence. This can be done by changing the appearance of the application to add to a good shopping experience for consumers.

References

Azzahro, F., Murti, S.S., Handayani, P.W., & Yudhoatmojo, S.B. (2020). The effects of perceived justice and emotions on service recovery satisfaction on Indonesian B2B and C2C e-commerce customers. Jurnal Sistem variabel inti, 16(1), 38-48.

Bilgihan, A. (2016). Gen Y Customer Loyalty in Online Shopping: an Integrated Model of Trust, User Experience and Branding. Computers in Human Behavior, 61, 103- 113.

Ciputra, W., & Prasetya, W. (2020). Analisis Pengaruh E-Service Quality, Perceived Value Terhadap Customer Satisfaction, Trust dan Customer Behavioral Intention (Survei Pada Customer Toko Online www.blibli.com). COMMENTATE: Journal of Communication Management, 1(2), 109–128.

Dewi, T. U., Nur, P., & Nugroho, A. (2020). The Effect Of Customer Experience On Customer Satisfaction And Customer Loyalty Institut Français Indonesia In Surabaya. Jurnal Teknologi Dan Terapan Bisnis (JTTB), 3(2), 30–39.

Febriani, N. M. A., & Ardani, I. G. A. K. S. (2021). The Influence of Customer Experience, Ease of Use, and Trust on Repurchase Intention (Case Study of Tokopedia Consumers in Denpasar). American Journal of Humanities and Social Sciences Research, 5(2), 378–383.

Graciela, R. (2021). Pengaruh Sales Promotion Dan Customer Experience Terhadap Online Purchase Return Pelanggan Lazada. Agora, 9(2), 1–7.

Jaolis, F., & Magdalena, A. (2018). Analisis Antara E-Service Quality, E-Satisfaction, dan ELoyalty Dalam Konteks E-Commerce Bukalapak. Jurnal Strategi Pemasaran, 5(2), 1–11.

Japarianto, E., & Adelia, S. (2020). Pengaruh Tampilan Web Dan Harga Terhadap Minat Beli Dengan Kepercayaan Sebagai Intervening Variable Pada E-Commerce Shopee. Jurnal Manajemen Pemasaran, 14(1), 35–43.

Juanda, K., & Rino. (2023). Pengaruh E-Service Quality Dan Kepuasan Terhadap Loyalitas Konsumen Lazada Melalui Kepercayaan Sebagai Variabel Intervening Pada Mahasiswa Universitas Negeri Padang. Jurnal Salingka Nagari, 01(2), 256–268.

Lyna, & Prasetyo, S. I. (2021). Effect Of Website Quality, Customer Experience, and Service Quality on the Loyalty of Lazada Online Shop Customers in Surakarta City. Jurnal Inovasi Bisnis Dan Akuntansi, 2(1), 53– 63.

Maulana, S. M., Susilo, H., & Riyadi. (2015). Implementasi E-Commerce Sebagai Media Penjualan Online Pada Toko Pastbrik Kota Malang. JAB: Jurnal Administrasi, 29(1), 1–9.

Meida, F., Astuti, M., & Nastiti, H. (2022). Pengaruh Kualitas Pelayanan dan Kepercayaan Terhadap Kepuasan Pelanggan E-Commerce Sociolla Di Era Pandemic. Jurnal Ikraith-Ekonomika, 5(2), 157–166.

Nisa, P. C., Helen, V., & Hutagalung, V. (2022). Pengaruh Return Policy Leniency dan Seller Reputation Terhadap Purchase Decision Dimediasi Consumer Trust (Effect of Return Policy Leniency and Seller Reputation on Purchase Decision Mediated by Consumer Trust). JBPD: Jurnal Bisnis Dan Pemasaran Digital, 1(2), 61–75.

Oktarini, M. A. S., & Wardana, I. M. (2018). Pengaruh Perceived Ease of Use dan Perceived Enjoyment terhadap Customer Satisfaction dan Repurchase Intention. INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 1(2), 227–237.

Permana, S. H. (2017). Strategi Peningkatan Usaha Mikro, Kecil, Dan Menengah (Umkm) Di Indonesia. Aspirasi, 8(1), 93–103.

Pradata, K. C., & Puryandani, S. (2022). Pengaruh Relationship Marketing dan Service Performance Terhadap Loyalitas Nasabah Dengan Kepuasan Nasabah Sebagai Variabel Mediasi (Studi pada Nasabah Tabungan Bank Jateng Cabang Purbalingga). Jurnal Magisma, X(1), 91–106.

Puspitawati, N. M. D., & Atmaja, N. P. C. D. (2020). Pengaruh Kompensasi Terhadap Stres Kerja dan Kepuasan Kerja Karyawan. Jurnal Bakti Saraswati, 09(02), 112–119.

Saputra, U. W. (2021). The Role of User Experience Towards Customer Loyalty with Mediating Role of Customer Satisfaction at Shopee. Revenue Review of Management, Accounting and Business Studies, 2(2), 104–113.

Siregar, A. H. (2019). Pengaruh Trust Dan Satisfaction Terhadap Customer Loyalty Di Era E-Commerce Pada Toko Cheire Amore. Journal Of Management Accounting and Business Administration, 3(1), 1–10.

Sitorus, T., & Yustisia, M. (2018). The influence of Service Quality and Customer Trust toward Customer Loyalty: The Role of Customer Satisfaction. International Journal for Quality Research, 12(3), 639–654.

Sumaryana, F. D., Hurriyati, R., & Dirgantari, P. D. (2023). Analisis Pengalaman Pengguna Pada E-Commerce Selama Promo Flash Sale Dalam Meningkatkan Loyalitas Pelanggan. Fair Value: Jurnal Ilmiah Akuntansi Dan Keuangan, 5(6), 2772–2782.

Tanisah, & Maftuhah. (2015). The Effect of Service Quality, Customer Satisfaction, Trust and Perceived Value Towards Customer Loyalty. Jurnal Dinamika Manajemen, 6(1), 55-61.

Tobagus A. (2018). Pengaruh E-Service Quality Terhadap E-Satisfaction Pada Pengguna di Situs Tokopedia. The Routledge Handbook of Consumer Behaviour in Hospitality and Tourism, 6(1), 99–106.

Triandewo, M. A., & Yustine, Y. (2020). Pengaruh Kualitas Layanan, Citra Perusahaan dan Kepercayaan Pada Loyalitas Konsumen. Jurnal Bisnis dan Akuntansi, 22(1), 13–24.

Wijaya, E., & Warnadi. (2019). Factors Affecting Online Purchase Decisions at Shopee: Effect of E-Commerce. Procuratio: Jurnal Ilmiah Manajemen, 7(2), 152– 164.

Wilis, R. A., & Nurwulandari, A. (2020). The Effect of E-Service Quality, E-Trust, Price and Brand Image Towards E-Satisfaction and Its Impact on E-Loyalty of Traveloka’s Customer. JIMEA: Jurnal Ilmiah Manajemen, Ekonomi & Akuntansi, 4(3), 1061–1099.

Zaid, S. & Patwayati, P. (2021). Impact of Customer Experience and Customer Engagement on Satisfaction and Loyalty: A Case Study in Indonesia. Journal of Asian Finance, Economics and Business, 8(4), 983–992.