Proceedings of the 7th International Conference on Accounting, Management and Economics (ICAME-7 2022)

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Increasing Customer Satisfaction and Loyalty in E-Commerce: A Case Study of Costumer Tokopedia in Makassar City

Authors
Andi Ratna Sari Dewi1, *, Muhammad Fachmi2, Gunawan Bata Ilyas2
1Hasanuddin University, Makassar, Indonesia
2Amkop College of Economics, Makassar, Indonesia
*Corresponding author. Email: a.ratnasaridewi@gmail.com
Corresponding Author
Andi Ratna Sari Dewi
Available Online 29 May 2023.
DOI
10.2991/978-94-6463-146-3_68How to use a DOI?
Keywords
Trust; Word of Mouth; Sastisfaction; Loyalty
Abstract

The goal of this study is to see if trust and word of mouth (WOM) have a direct effect on satisfaction and loyalty, as well as an indirect effect via Tokopedia customer satisfaction in Makassar City. This research approach is a quantitative research approach. The population is all Tokopedia customers in Makassar City. The total sample is 172 people, with the technique of determining the sample is done by the technique of Nonrandom Sampling with the type of sampling purpose. Hypothesis testing is done by path analysis and Sobel test. According to the findings of this study, trust and word of mouth (WOM) have a positive and significant direct effect on Tokopedia customer satisfaction, but have no effect on customer loyalty. This study also discovered that customer satisfaction has a positive and statistically significant effect on Tokopedia customer loyalty. The indirect effect also demonstrates that trust and word of mouth (WOM) have a positive and significant direct effect on loyalty in Makassar City via Tokopedia customer satisfaction.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 7th International Conference on Accounting, Management and Economics (ICAME-7 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
29 May 2023
ISBN
10.2991/978-94-6463-146-3_68
ISSN
2352-5428
DOI
10.2991/978-94-6463-146-3_68How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Andi Ratna Sari Dewi
AU  - Muhammad Fachmi
AU  - Gunawan Bata Ilyas
PY  - 2023
DA  - 2023/05/29
TI  - Increasing Customer Satisfaction and Loyalty in E-Commerce: A Case Study of Costumer Tokopedia in Makassar City
BT  - Proceedings of the 7th International Conference on Accounting, Management and Economics (ICAME-7 2022)
PB  - Atlantis Press
SP  - 723
EP  - 729
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-146-3_68
DO  - 10.2991/978-94-6463-146-3_68
ID  - Dewi2023
ER  -