The Influence Of E-Customer Trust Antecedents On E-Customer Loyalty In Indonesia

Abstract

E-commerce is a promising industry in Indonesia. One of the important key factors for this industry is customer loyalty, followed by trust, as customers view making purchases online to be riskier than through traditional stores, hence making it the key factors. The main purpose of this paper is to investigate the relationship between e-customer trust and e-customer loyalty among Indonesia e-customers. This study takes perceived security risk and service quality as antecedents toward e-customer trust. This study used quantitative method using questionnaires to collect data. Data were collected from a total of 223 respondents from generation X and generation Y. The data were then analysed using SmartPLS. Findings revealed that e-customer trust has a positive significant effect on e-customer loyalty. Although service quality has significant effect toward e-customer trust, perceived security risk does not have any impact on e-customer trust. Nonetheless, one of the implications from this study is that e-commerce has to focus on their service quality to build customers trust, and customers loyalty.