THE ROLE OF E-TRUST IN MEDIATING THE INFLUENCE OF ONLINE SHOPPING EXPERIENCE AND E-WOM ON LOYALTY IN SEMARANG CITY, INDONESIA

Endang, Tjahjaningsih and Sri, Isnowati and Alya, Takwarina Cahyani and Siti, Zakaria THE ROLE OF E-TRUST IN MEDIATING THE INFLUENCE OF ONLINE SHOPPING EXPERIENCE AND E-WOM ON LOYALTY IN SEMARANG CITY, INDONESIA. Media Ekonomi dan Mangjemen, Volume 39 Issue 1, January 2024, 80-98.

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Abstract

The study's objectivesgilife (0 use e-trust (o boost loyalty while investigating how online shopping experiences and electronic word-of-mouth affect e-trust. Utilizing a quantitative methodology, online surveys are used to gather data for the study. The target market consists of online shoppers at Kimtzu. Id, Shoppe market residents of Semarang City, Indonesia. Targeting participants was done through purposeful sampling, resulting in a sample size of 150 Kimtzu ID consumers. Structural Equation Modeling-Amos is the angfjsis method used. This study discovered empirical evidence supporting the positive effects of electronic word- of-mouth” anfonline purchasing experiences on e-trust and loyalty. jrical data demonstrates that e-trust has an effect on boosting loyalty and that it mediates the influen@@Jof electronic word-of-mouth and online purchasing experiences @ loyalty. Therefore, as a mediating factor between the online purchasing Eperience and electronic word of mouth, etrust significantly impacts loyalty. Building trust in the context of loyalty is the role of e-trust, which is a crucial component of the online buying system.

Item Type:	Article
Subjects:	H Social Sciences > H Social Sciences (General)
Faculty / Institution:	Fakultas Ekonomika dan Bisnis
Depositing User:	Fakultas Ekonomi
Date Deposited:	15 Feb 2024 06:36
Last Modified:	15 Feb 2024 06:36
URI:	https://eprints.unisbank.ac.id/id/eprint/9892

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