The Influence of E-Trust and E-Satisfaction on Customer E-Loyalty toward Online Shop in E-Marketplace during Pandemic Covid-19

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.