E-commerce fashion in Surabaya City: How e-shopping experience affects e-loyalty by moderating e-trust and e-satisfaction

Toni Dwi Yulian, Wahdiyat Moko and Mugiono
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Toni Dwi Yulian: Management Department, Faculty of Economics and Business, University of Brawijaya, Karet Street, 65141, Malang, Indonesia
Wahdiyat Moko: Faculty of Economics and Business, University of Brawijaya, Candi Bajang ratu Street, 65125, Malang, Indonesia
Mugiono: Faculty of Economics and Business, University of Brawijaya, Candi Bajang ratu Street, 65125, Malang, Indonesia

International Journal of Research in Business and Social Science (2147-4478), 2022, vol. 11, issue 9, 24-34

Abstract: This study examines the effect of the e-shopping experience towards e-loyalty mediated by e-trust and e-satisfaction on e-commerce fashion in Surabaya city. This research is explanatory research with a quantitative approach which collects data by distributing questionnaires to 150 respondents. The data were analyzed using structural equation modeling partial least squares (SEM-PLS). The results of this study indicate that the e-shopping experience has a significant effect on e-loyalty. The study also found that the e-shopping experience significantly impacts e-trust and e-satisfaction. E-trust has no significant effect on e-loyalty, while e-satisfaction affects e-loyalty. E-trust can not mediate the relationship between the e-shopping experience and e-loyalty. Meanwhile, e-Satisfaction can mediate the relationship between the e-shopping experience and e-loyalty. From this research, it is suggested that e-commerce fashion companies can provide a good shopping experience to encourage satisfaction and impact customer loyalty. Key Words:E-shopping experience, e-trust, e-satisfaction, e-loyalty, e-commerce fashion

Date: 2022
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