The Effect of Brand Image, Website Quality, and Trust Towards Customer Loyalty in the Indonesian Consumer-to-Consumer (C2C) E-Commerce Business
- DOI
- 10.2991/aebmr.k.210507.019How to use a DOI?
- Keywords
- Brand Image, Website Quality, Trust, Customer Loyalty, Indonesian C2C E-Commerce Business
- Abstract
This study was commenced to understand the effect of brand image, website quality, and trust on loyalty in the Consumer-to-Consumer (C2C) E-Commerce business in Indonesia. This study used a survey method with the questionnaire as an instrument to gather the data required. As many as 350 respondents participated in this study, whereas all data was collected from those living in Jakarta. A total of 350 questionnaires were equally and virtually distributed to each respondent, in which, after further examinations, 323 questionnaires were deemed valid and usable. All data was then further processed and analysed using PLS-SEM method. After analysing all the acquired data, it can be concluded that brand image, website quality, and trust positively affect customer loyalty in the C2C e-commerce business in Indonesia, in which, website quality revealed to have a stronger role in affecting customer loyalty relative to the other two variables due to the higher t-value possessed by website quality. Furthermore, it was revealed that trust mediates the effect of brand image and website quality on customer loyalty in this business sector.
- Copyright
- © 2021, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Nicholas Wilson PY - 2021 DA - 2021/05/09 TI - The Effect of Brand Image, Website Quality, and Trust Towards Customer Loyalty in the Indonesian Consumer-to-Consumer (C2C) E-Commerce Business BT - Proceedings of the Ninth International Conference on Entrepreneurship and Business Management (ICEBM 2020) PB - Atlantis Press SP - 124 EP - 130 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.210507.019 DO - 10.2991/aebmr.k.210507.019 ID - Wilson2021 ER -