UNRAVELING THE DRIVERS OF CUSTOMER LOYALTY IN SHOPEE INDONESIA: A META-ANALYSIS OF BRAND IMAGE, BRAND TRUST, E-SERVICE QUALITY, AND CUSTOMER SATISFACTION

Authors

  • Julian Grazius Cahyono Arjo PGRI Adi Buana Surabaya University, Indonesia
  • Utung Lasiyono
  • Taudlikhul Afkar

DOI:

https://doi.org/10.29040/ijebar.v8i3.13873

Abstract

This study aims to identify the factors influencing Shopee customer loyalty in Indonesia, focusing on brand image, brand trust, e-service, and customer satisfaction. The meta-analysis method is used to analyze the results of several relevant studies in this context. The meta-analysis results show that brand image has a significant positive relationship with customer loyalty, but is not significantly influenced by customer satisfaction. conversely, brand trust and e-service have a significant positive relationship with customer loyalty, and customer satisfaction partially mediates the relationship between these two factors and Shopee customer loyalty. These findings indicate that brand image has a strong direct influence on customer loyalty, while brand trust and e-service can enhance customer loyalty both directly and through customer satisfaction. This underscores the importance of building a strong brand image, high consumer trust, and good electronic services to increase customer loyalty on e-commerce platforms such as Shopee in Indonesia.

Author Biography

Julian Grazius Cahyono Arjo, PGRI Adi Buana Surabaya University

Student (Master Management)

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Published

2024-10-14

How to Cite

Cahyono Arjo, J. G., Lasiyono, U., & Afkar, T. (2024). UNRAVELING THE DRIVERS OF CUSTOMER LOYALTY IN SHOPEE INDONESIA: A META-ANALYSIS OF BRAND IMAGE, BRAND TRUST, E-SERVICE QUALITY, AND CUSTOMER SATISFACTION. International Journal of Economics, Business and Accounting Research (IJEBAR), 8(3). https://doi.org/10.29040/ijebar.v8i3.13873

Issue

Vol. 8 No. 3 (2024): IJEBAR, VOL. 8, ISSUE 3, September 2024

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