The Rise of Skywalker: The Critical Vehemence of Customer Loyalty inside the E-commerce Platform

Abstract

The electronic commerce is considered as a new concept, which is described as the process of product and service exchange in world-wide web, as well as, online information web. The use of e-commerce technology through internet helps people to expand the costumer’s need on offered product or service that eventually the customer does not have to go directly to the store (offline visiting). The objective of this research is to explore the impact of satisfaction, trust, and commitment on the customer loyalty in e-commerce, particularly Tokopedia online store. Through the approach of quantitative research method, this study collects the data from people who are from Makassar, Indonesia, especially those who are as the undergraduate students. The collection data phase of this study also distributes 150 questionnaires to the said students and there are 87 filled and returned questionnaires that meet the requirement to be analyzed further. For theoretical implication, this study denotes that the customer satisfaction, trust, and commitment simultaneously play important role on customer loyalty with the score is 25.3%, however, this study interestingly finds that there is insignificant effect and negative role of customer trust on customer loyalty through the partial statistical test. The managerial contribution is also described in the particular section of this study.