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Archives of Business Research – Vol. 10, No. 4
Publication Date: April 25, 2022
DOI:10.14738/abr.104.12146. Putra, J. A., & Hidayat, A. (2022). Analysis of the Effect of E-Satisfaction and E-Trust on Loyalty in E-Commerce. Archives of Business
Research, 10(04). 62-73.
Services for Science and Education – United Kingdom
Analysis of the Effect of E-Satisfaction and E-Trust on Loyalty in E- Commerce
Jerry Aldian Putra
Magister Management Program
Faculty of Business and Economics, Universitas Islam Indonesia
Anas Hidayat
Magister Management Program
Faculty of Business and Economics, Universitas Islam Indonesia
ABSTRACT
This research aims to analyze the effect of e-satisfaction and e-trust on attitudinal
loyalty and behavioral loyalty in e-commerce in Indonesia. This research also
analyzed the effect of behavioral loyalty on attitudinal loyalty. This research used
SEM (Structural Equation Model) AMOS version 24 and the data collection used
questionnaire method. The population in this research were undergraduate
students who had at least 2 times shopping at e-commerce. There were 254
respondents in this research. The results obtained that e-trust had positive and
significant effect on e-satisfaction, and e-satisfaction had positive and significant
effect on attitudinal loyalty and behavioral loyalty. However, in the research, it was
found that e-trust had negative and significant effect on attitudinal loyalty, and e- trust had positive but insignificant effect on behavioral loyalty. In this research, it
was also found that behavioral loyalty had positive and significant effect on
attitudinal loyalty.
Keywords: e-commerce, e-satisfaction, behavioral loyalty, attitudinal loyalty,
e-trust
INTRODUCTION
Information technology is experiencing the development of the internet which is increasing and
can have an impact on various aspects of life in society. The use of internet technology is very
useful, especially in the world of business and new information. The development of internet
technology can also provide benefits in the business world, including in marketing [1]. The use
of internet technology can provide information related to products traded through cyberspace.
Thus, business competition from the internet is increasing with the presence of internet. If
businesses use the internet, it is likely to get customers for the sale of these products. One type
of application of internet technology in a business competition for marketing is e-commerce
(electronic commerce) [2].
E-commerce is a business activity such as buying, selling, marketing of goods and services,
services, information, and trade through intermediaries such as the internet. The internet
through e-commerce can open up opportunities for entrepreneurs to market and grow
business networks in the outside world [3]. Thus, e-commerce is one way that can be used by
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Putra, J. A., & Hidayat, A. (2022). Analysis of the Effect of E-Satisfaction and E-Trust on Loyalty in E-Commerce. Archives of Business Research, 10(04).
62-73.
URL: http://dx.doi.org/10.14738/abr.104.12146
business actors to market their products and expand market access. The advantages for
companies using e-commerce are shortening distances, unlimited market expansion and
efficiency in cutting operational costs such as not requiring large offices and stores, saving
paper, marketing, recording and so on. Customers and entrepreneurs can also make
transactions or shop 24 hours using e-commerce and search for information about products in
a company more quickly and accurately [4]. There are several types of e-commerce in
Indonesia, including Shopee, Bukalapak, Tokopedia, Lazada, Blibli and so on.
In a business, satisfaction and trust are important in both offline and online shopping
environments. Online trust (e-trust) is a basic and important element for building relationships
between sellers and customers. This e-trust largely depends on how much security can be
provided. In addition, this highly technical competence will be a factor to influence trust in
consumers [5]. Consumer loyalty is very much needed in the company so that the company still
has a profit in the long term. In the research of [6], it was found that E-trust has positive
relationship with e-loyalty. This means that the higher the e-trust, the higher the e-loyalty in
consumers. In addition to e-trust, one of the important things for consumers to form loyalty in
an e-commerce is e-satisfaction. E-satisfaction can be defined as customer evaluation of
products or services obtained in electronic transactions [7]. This electronic satisfaction will
make people to have e-loyalty. Thus, if e-commerce actors want customers to form a loyalty,
these customers must be satisfied with the online buying experience. This is because if they are
not satisfied, they are not loyal to the online store [8]. Therefore, to make consumers form a
loyalty in e-commerce, the factor is satisfaction and trust in e-commerce. Consumer loyalty is a
consumer loyalty that is carried out in consistent purchases of products and services over time
[9]. Thus, strong loyalty will be the main requirement in generating long-term profitability in
e-commerce and loyalty can be influenced by customer satisfaction and trust in the company.
LITERATURE REVIEW
Technology Acceptance Model (TAM)
The TAM model is one of the models used to make the basis for exploring the influence of
external factors on the beliefs, attitudes and goals of users [10]. Thus, TAM can be applied in
understanding individual beliefs about the acceptance and use of technology [11]. TAM is used
in context, e-commerce, online trading / payments, websites and so on. There are five main
constructs to form TAM, namely perceived usefulness, perceived ease of use, attitude toward
using, behavioral intention to use, and actual system use. Perceived usefulness can be
interpreted as the level where someone believes that using a certain system can improve their
performance. If benefit sought by customers for a product or service can fulfil it, it will result in
loyalty to a product or service. While perceived ease of use can be interpreted that the level of
someone’s trust uses the system. The TAM model developed explains user behavior based on
attitudes, intentions, and user behavior relationships [10].
Online Business
Online business is a business that uses internet technology as a marketing medium for a
product or service. Many small and medium-sized companies can successfully build an online
business that has proven to be very profitable in increasing their profits [12]. Electronic
commerce or e-commerce is a business mechanism that is carried out electronically with a
focus on individual-based business transactions using the internet. The principle of e- commerce provides a company's infrastructure to expand into the external environment
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Archives of Business Research (ABR) Vol. 10, Issue 4, April-2022
Services for Science and Education – United Kingdom
without having to face time and space constraints. SMEs in developing countries have a
strategic role in their economic development. E-commerce has SMEs access to world markets,
where e-commerce facilitates tourism promotion and development activities in the country, e- commerce facilitates agricultural products in the form of marketing in global markets,
companies can operate more efficiently on special services for international customers with the
existence of e-commerce. -commerce, and so on [4]. Indonesia has several types of e-commerce
such as Shopee, Bukalapak, Tokopedia, Lazada, Blibli and so on.
Costumer Trust
According to [13], trust is defined as the customer's expectation that the marketer is reliable
and promising related to the product. People's trust in buying products and services is based
on their belief in the products or services of a physical store (offline) or an online store [5].
Online trust or e-trust is a consumer's attitude of trust towards expectations in online risk
situations that their vulnerabilities will not be exploited. Thus, e-trust means that a person's
trust in his website and the seller or company [14]. According to [15], online trust is defined as
the willingness of consumers to accept vulnerabilities in online transactions based on positive
consumer expectations regarding the behavior of online sellers or companies in the future.
Online trust (e-trust) is a basic and important element for building relationships between
sellers and customers. Online trust (e-trust) is lower than in-person trust in physical stores.
This e-trust really relies on security/privacy that can be provided. In addition, this highly
technical competence will be a factor to influence trust in consumers. If the website on this e- commerce can provide information about their customer service, office locations, contact
numbers, and help buttons on this website, it will give them an increase in trust. This is because
consumers will feel that the online store really exists [5]. [16] and [17] have similar results
that e-trust has a positive and significant effect on e-satisfaction. [18], [19], and [20] examined
e-trust on attitudinal loyalty and resulted that e-trust had a positive and significant effect on
attitudinal loyalty. [19], [18] and [20] also examined that e-trust had positive and significant
effect on behavioral loyalty:
H1: E-trust has positive effect on e-satisfaction
H2: E-trust has positive effect on attitudinal loyalty
H3: E-trust has positive effect on behavioral loyalty
Customer satisfaction
Consumer satisfaction means in accordance with subjective expectations and satisfaction of
perceived needs for these products and services. Consumer satisfaction can lead to brand
loyalty. This causes every producer in producing their products or services must be concerned
with creating consumer satisfaction [21]. Customer satisfaction with certain e-service
providers is expected to increase their willingness to make more online purchases. High level
of customer satisfaction will create commitment and loyalty [22]. E-satisfaction can be defined
as customer evaluation of products or services obtained in electronic transactions [7].[23] also
revealed that e-satisfaction is customer satisfaction related to previous purchase experiences
with certain e-commerce companies. [20] and [24] have examined the relationship between e- satisfaction and attitudinal loyalty and the results obtained where e-satisfaction has positive
and significant relationship with attitudinal loyalty. [20] and [25] found that e-satisfaction has
positive and significant effect on behavioral loyalty. Thus, e-satisfaction based on emotion will
result in consumers' desire to share their positive experiences. This can be measured when