信任的力量:消费者信任如何影响印尼数字业务的满意度和忠诚度?

IF 1.2 Q4 BUSINESS Innovative Marketing Pub Date : 2023-06-22 DOI:10.21511/im.19(2).2023.19
Hadi Kurniadi, Junaid Ali Saeed Rana
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引用次数: 1

摘要

本研究旨在探讨消费者满意度如何影响消费者信任,并最终在印尼电子商务的动态世界中建立强大的消费者忠诚度。本研究的相关性取决于电子商务企业如何通过提高消费者信任和满意度来提高客户忠诚度。该研究采用了定量研究设计,调查了来自印度尼西亚雅加达的230名消费者。数据分析包括在MS Excel中使用验证和描述性统计,并通过SmartPLS进行推理统计,以得出有意义的结论。结果显示,消费者满意度与消费者忠诚度之间存在显著的正相关关系。消费者忠诚的R2表明,消费者满意和消费者信任解释了56.6%的消费者忠诚方差,而消费者满意解释了37.4%的消费者信任方差。此外,研究结果表明,当消费者信任作为中介因素时,这种关系得到加强,证明了互补的部分中介作用,表明信任提高了消费者忠诚。因此,研究得出结论,当消费者的满意度与信任相结合时,他们更有可能对电子商务网站产生忠诚。它为消费者忠诚度的决定因素提供了相当大的见解,并强调了在电子商务网站建立信任作为提高客户忠诚度的关键策略的重要性。本文还为数字商业背景下的消费者行为和忠诚度方面的更广泛的文献做出了贡献,提供了新的见解和视角,可以帮助塑造该领域的未来研究。
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The power of trust: How does consumer trust impact satisfaction and loyalty in Indonesian digital business?
The study aims to explore how consumer satisfaction influences consumer trust and, ultimately, builds strong consumer loyalty in the dynamic world of Indonesian e-commerce. The relevance of this study is determined by how e-commerce businesses can improve customer loyalty by enhancing consumer trust and satisfaction. The study used a quantitative research design and surveyed 230 consumers from Jakarta, Indonesia. The data analysis involved utilizing validation and descriptive statistics in MS Excel and inferential statistics through SmartPLS to draw meaningful conclusions. The results showed a positive, significant, and direct relationship between consumer satisfaction and consumer loyalty. The R2 for consumer loyalty indicates that consumer satisfaction and consumer trust explain 56.6% of the variances in consumer loyalty, whereas consumer satisfaction explains 37.4% of the variances in consumer trust. Furthermore, the findings showed that this relationship is strengthened when consumer trust is included as a mediator, demonstrating a complementary partial mediation indicating that trust enhances consumer loyalty. Thus, the study concludes that consumers are more likely to feel loyal to e-commerce websites when their satisfaction is combined with trust. It provides considerable insights into the determinants of consumer loyalty and emphasizes the importance of establishing trust in e-commerce websites as a critical strategy to enhance customer loyalty. This paper also contributes to the broader literature on consumer behavior and loyalty in the context of digital business, providing new insights and perspectives that can help shape future research in this area.
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来源期刊
Innovative Marketing
Innovative Marketing Economics, Econometrics and Finance-Economics, Econometrics and Finance (miscellaneous)
CiteScore
2.50
自引率
9.10%
发文量
58
审稿时长
9 weeks
期刊最新文献
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