Mediating Effect of e-Satisfaction and Trust on the Influence of Brand Image and e-Loyalty

Hendrawan, Giovano Melvernus and AGUSTINI, MARIA YOSEPHINE DWI HAYU (2021) Mediating Effect of e-Satisfaction and Trust on the Influence of Brand Image and e-Loyalty. Journal Of Management and Business Environment, 3 (1). pp. 10-31. ISSN 2685-5992

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Abstract

Loyalty to an e-commerce is difficult to be gained even though factors influencing it have been studied by many. Among others, brand image, e-satisfaction, and trust are the factors. This study aims at analyzing mediating effect of e-satisfaction and trust on the influence of brand image and e-loyalty in the case of Tokopedia, an e-marketplace with strong brand image in Indonesia. Questionnaires to 114 buyers who are categorized as generation Y and Z were distributed using Google form. The Mediating Regression Analysis (MRA) test was applied to see mediating effect of e-satisfaction and trust. The data were tested for their normality, multicollinearity, and heteroscedasticity before the regression. The results indicate only brand image and e-satisfaction that affect e-loyalty positively and significantly. E-satisfaction is also found to mediate brand image and e-loyalty. Since trust is insignificantly affect e-loyalty, it thus does not mediate brand image and e-loyalty.

Item Type:	Article
Subjects:	600 Technology (Applied sciences) > 650 Management > 658 Management > Marketing Management
Divisions:	Graduate Program in Management
Depositing User:	Ms Dwi Hayu Agustini
Date Deposited:	10 Aug 2021 08:12
Last Modified:	10 Aug 2021 08:12
URI:	http://repository.unika.ac.id/id/eprint/26350

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