THE INFLUENCE OF PRODUCT QUALITY, SERVICE QUALITY AND TRUST ON LOYALTY BY MEDIATION OF ONLINE MARKET CUSTOMER SATISFACTION

Abstrak

By measuring consumer satisfaction and loyalty in online markets in Indonesia, this research ams to examine the influence of product quality, service quality and trust on customer loyalty. Quantitative methodology was used in this research by collecting data from 230 online market customers in Jabodetabek through an online survey. To test the relationship between research variables, Structural Equation Modeling (SEM) analysis was used. Findings of this researchshows a direct relationshipProduct quality, service quality and trust have a positive effect on customer satisfaction in the online market. Meanwhile, the direct relationship between product quality, service quality and trust has a positive effect on customer loyalty in the online market. The direct relationship between customer satisfaction has a positive effect on customer loyalty in the online market. Apart from that, the mediating influence of customer satisfaction is also able to mediate the relationship between product quality, service quality and trust and has a positive effect on online market customer loyalty. The findings of this research have management implications that can be utilized by e-commerce or online market industry companies in Indonesia to improve ther marketing and service strategies and build stronger consumer loyalty.