The Effect of Perceived Ease of Use and Perceived Usefulness on Trust, Loyalty of E-Commerce Customers

Abstract

The e-commerce market opportunity supported by the government has encouraged the increasingly competitive digital-based businesses in Indonesia. This study was performed in this regard to investigate and test the direct impact of perceived ease of use on perceived usefulness, perceived ease of use on trust, perceived ease of use on loyalty, perceived usefulness on trust, perceived usefulness on loyalty, and trust on loyalty. The results of data analysis from 198 respondents reveal that five of the six hypotheses proposed in this study: there is a significant and direct effect of perceived ease of use on perceived usefulness, there is a significant and direct effect of perceived ease of use on trust, there is a significant and direct effect of perceived usefulness on trust, there is a significant and direct effect of perceived usefulness on loyalty, and there is a significant and direct effect of trust on loyalty are supported. While the third hypothesis: there is a significant and direct effect of perceived ease of use on loyalty is not supported. Theoretically, the results of this study are expected to contribute to developing a theory of customer loyalty in the perspective of the Technology Acceptance Model (TAM); and pragmatically, it is expected to be useful for companies that apply e-commerce platforms to increase customer loyalty.