The Effect of Brand Image, Website Quality, and Trust Towards Customer Loyalty in the Indonesian Consumer-to-Consumer (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.

The Role of Brand Love in the Influence of Online Shopping Website Quality and Brand Experience on Costumer Loyalty

“…The hypothesis test results of this study contradict the conclusions who found that the quality of the website had a substantial impact on customer loyalty (Widayat, 2019;Wilson et al, 2019). This study confirms the findings of multiple prior studies that website quality has little effect on consumer loyalty (Avania & Widodo, 2022;Wilson, 2021). In order for the quality of the website to affect customer loyalty, it must be created in such a way that its use makes consumers feel satisfied, which in turn encourages consumer loyalty; if the consumer is not satisfied, however, the quality of the website has no effect on consumer loyalty.…”

“…Online shopping is a solution where consumers can get the goods or services they want without having to go to a shopping center, but simply open a web or online shopping store application, look for the desired product or service and pay online through bank transfer facilities or online payment platforms. Consumer loyalty is influenced by the quality of a website (Widayat, 2019;Wilson, 2021). In several other studies, website quality does not have a significant effect on customer loyalty (Avania & Widodo, 2021;Kurniawan & Widodo, 2019;Wirapraja et al, 2021).…”

The impact of quality of C2C online store on consumer satisfaction: an empirical study in Lithuania

“…Similar results were found in Gonzalez et al (2015) research where he tried to find out of quality management tools in the evaluation of websites. Similar results were found in Wilson (2021) article, he chose for the study the type of C2C online store and researched product image, websites the impact of quality and trust on consumers' loyalty.…”