[논문]Factors Affecting Online Purchase Decision, Customer Satisfaction, and Brand Loyalty: An Empirical Study from Indonesia's Biggest E-Commerce

HARTANTO, Nico; MANI, La; JATI, Mustika; JOSEPHINE, Ruth; HIDAYAT, Z.

doi:10.15722/jds.20.11.202211.33

Factors Affecting Online Purchase Decision, Customer Satisfaction, and Brand Loyalty: An Empirical Study from Indonesia's Biggest E-Commerce 원문보기

유통과학연구 = Journal of distribution science, v.20 no.11, 2022년, pp.33 - 45

HARTANTO, Nico (Communication Department, BINUS Graduate Program, Master of Strategic Marketing Communication, Bina Nusantara University) , MANI, La (Communication Department, BINUS Graduate Program, Bina Nusantara University) , JATI, Mustika (Communication Department, BINUS Graduate Program, Master of Strategic Marketing Communication, Bina Nusantara University) , JOSEPHINE, Ruth (Communication Department, BINUS Graduate Program, Master of Strategic Marketing Communication, Bina Nusantara University) , HIDAYAT, Z. (Communication Department, BINUS Graduate Program, Bina Nusantara University)

Abstract ▼ AI-Helper

Purpose: The development of online shopping trends in Indonesia is increasing, and Tokopedia is becoming one of the most popular e-commerce websites. The purpose of this study is to obtain empirical evidence whether mobile shopping, customer review, perceived credibility, and Korean celebrity endorsement affect online purchase decision, whether online purchase decision affects customer satisfaction, and whether customer satisfaction affects brand loyalty of customers in Tokopedia e-commerce. Research Design, data and methodology: Quantitative survey with data was collected using an online questionnaire with sample characteristics were Tokopedia customers who lived in Jakarta by 385 samples using the purposive sampling method, and data analysis was conducted using the Smartpls application program version 3.0. Results: Mobile shopping, customer review, and perceived credibility had positive effects on online purchase decision at Tokopedia in Jakarta. However, Korean celebrity endorsement did not have a positive effect on online purchase decision at Tokopedia in Jakarta. Furthermore, online purchase decision had a positive effect on customer satisfaction at Tokopedia in Jakarta, and customer satisfaction had a positive effect on brand loyalty at Tokopedia in Jakarta. Conclusions: This study proposes significant implications for maintaining customer relationships to achieve purchasing decision, customer satisfaction, and brand loyalty in the e-commerce industry.

주제어

표/그림 (12)

표 Table 1: Summary of Previous Research
그림 Figure 1: Research Model
표 Table 2: Variable Measurement Indicators
표 Table 3: The Results of Average Variance Extracted (AVE) Analysis
표 Table 4: The Results of Factor Loading Analysis
표 Table 5: The Results of Heterotrait-Monotrait Ratio (HTMT) Analysis
표 Table 6: The Results of Fornell-Larcker Criterion Analysis
표 Table 7: The Results of Cronbach's Alpha and Composite Reliability Analysis
표 Table 8: The Test Results of Coefficient of determination (R²)
표 Table 9: The Test Results of Predictive Relevance (Q²)
표 Table 10: The Test Results of Effect Size (F²)
표 Table 11: Path Coefficient Test and Hypothesis (t-statistics) Testing Results

AI 본문요약
AI-Helper

대상 데이터

This study aims to empirically examine whether mobile shopping, customer review, perceived credibility, and Korean celebrity endorsement have positive effects on online purchase decision of Tokopedia customers in Jakarta; whether online purchase decision positively affects customer satisfaction of Tokopedia customers in Jakarta; and whether customer satisfaction has a positive effect on brand loyalty of Tokopedia customers in Jakarta. Respondents in this study were 385 Tokopedia customers who live in Jakarta. Hypothesis testing, processing, and data analysis were undertaken using the PLS or Partial Least Square statistical method using the SmartPLS version 3.

데이터처리

Respondents in this study were 385 Tokopedia customers who live in Jakarta. Hypothesis testing, processing, and data analysis were undertaken using the PLS or Partial Least Square statistical method using the SmartPLS version 3.0 application program.

성능/효과

Based on Table 5 of the results of the Heterotrait-Monotrait Ratio (HTMT) analysis, it can be concluded that the Heterotrait-Monotrait Ratio (HTMT) value contained in each variable is less than 1. Therefore, each variable is classified as valid based on the Heterotrait-Monotrait Ratio (HTMT) analysis.
2% have professions spread across various fields such as legal consultants, traders, bloggers, freelancers, insurance agents, and part-timers. Based on the frequency of shopping at Tokopedia, 44.4% of respondents occasionally shopped, 38.4% frequently shopped, 10.1% rarely shopped, and the remaining 7% very frequently shopped at Tokopedia.
3% were postgraduates. Based on the profession, 52.2% of respondents were students, 24.4% of respondents worked as private employees, 13.5% were entrepreneurs, 4.4% were civil servants, 2.3% were unemployed, and 3.2% have professions spread across various fields such as legal consultants, traders, bloggers, freelancers, insurance agents, and part-timers. Based on the frequency of shopping at Tokopedia, 44.
Based on the results of the analysis and discussion described above, the conclusions that can be drawn from this research are that mobile shopping positively affects online purchase decision at Tokopedia in Jakarta, customer review positively affects online purchase decision at Tokopedia in Jakarta, perceived credibility positively affects online purchase decision at Tokopedia in Jakarta, Korean celebrity endorsement does not positively affect online purchase decision at Tokopedia in Jakarta, online purchase decision positively affects customer satisfaction at Tokopedia in Jakarta, and customer satisfaction positively affects brand loyalty at Tokopedia in Jakarta.
There are several limitations to this study. First, limitations in terms of cost, effort, and a short time have resulted in researchers limiting research subjects to Tokopedia users or customers who only live in Jakarta, with the variables investigated limited to mobile shopping, customer review, perceived credibility, Korean celebrity endorsement, online purchase decision, customer satisfaction, and brand loyalty. Therefore, further research in the future is recommended to expand the sampling area's scope to reach out to Tokopedia users who live outside Jakarta, for example, throughout Indonesia, so that it can complement previous research due to the broader diversity of respondents' characteristics.
Of the 385 respondents who participated in this survey, it was found that 70.9% of the respondents were women, and 29.1% were men. Furthermore, 51.
The theoretical implications of this study are providing academic contributions as an empirical research by examining the variable relationship complexity that affect online purchase decision, customer satisfaction, and brand loyalty on Indonesia’s biggest e-commerce Tokopedia, such as mobile shopping, customer review, perceived credibility, and Korean celebrity endorsement in specific, thereby increasing online purchase decision customers that lead to customer satisfaction and brand loyalty as the end goal
This study aims to empirically examine whether mobile shopping, customer review, perceived credibility, and Korean celebrity endorsement have positive effects on online purchase decision of Tokopedia customers in Jakarta; whether online purchase decision has a positive effect on customer satisfaction of Tokopedia customers in Jakarta; and whether customer satisfaction has a positive effect on brand loyalty of Tokopedia customers in Jakarta.
This study aims to empirically examine whether mobile shopping, customer review, perceived credibility, and Korean celebrity endorsement have positive effects on online purchase decision of Tokopedia customers in Jakarta; whether online purchase decision positively affects customer satisfaction of Tokopedia customers in Jakarta; and whether customer satisfaction has a positive effect on brand loyalty of Tokopedia customers in Jakarta. Respondents in this study were 385 Tokopedia customers who live in Jakarta.

후속연구

Meanwhile, the practical implication of this study is to contribute to the development of e-commerce business in the industry and to provide useful insights to e-commerce players. It is expected that players in the e-commerce industry can follow the success of Tokopedia e-commerce by identifying and providing various factors that could create customer online purchase decision in building customer satisfaction, and increasing customer brand loyalty in order to contribute to the development of the e-commerce industry in Indonesia.
The theoretical implications of this study are providing academic contributions as an empirical research by examining the variable relationship complexity that affect online purchase decision, customer satisfaction, and brand loyalty on Indonesia’s biggest e-commerce Tokopedia, such as mobile shopping, customer review, perceived credibility, and Korean celebrity endorsement in specific, thereby increasing online purchase decision customers that lead to customer satisfaction and brand loyalty as the end goal. Meanwhile, the practical implication of this study is to contribute to the development of e-commerce business in the industry and to provide useful insights to e-commerce players. It is expected that players in the e-commerce industry can follow the success of Tokopedia e-commerce by identifying and providing various factors that could create customer online purchase decision in building customer satisfaction, and increasing customer brand loyalty in order to contribute to the development of the e-commerce industry in Indonesia.
Therefore, further research in the future is recommended to expand the sampling area's scope to reach out to Tokopedia users who live outside Jakarta, for example, throughout Indonesia, so that it can complement previous research due to the broader diversity of respondents' characteristics

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