tailieunhanh - Determinants of trust and customer loyalty on c2c e-marketplace in Indonesia

The design of this study uses an explanatory approach. The data analysis technique uses structural equation model (SEM) and sampling is limited to certain criteria (purposive sampling). | Determinants of trust and customer loyalty on c2c e-marketplace in Indonesia International Journal of Management IJM Volume 10 Issue 3 May-June 2019 Article ID IJM_10_03_012 Available online at http ijm JType IJM amp VType 10 amp IType 3 Journal Impact Factor 2019 Calculated by GISI ISSN Print 0976-6502 and ISSN Online 0976-6510 IAEME Publication DETERMINANTS OF TRUST AND CUSTOMER LOYALTY ON C2C E-MARKETPLACE IN INDONESIA Widarto Rachbini Iha Haryani Hatta Postgraduate School Faculty of Economics and Business Universitas Pancasila Indonesia Tiolina Evi Department Accounting Faculty of Economics and Business Perbanas Institute Indonesia ABSTRACT Stakeholders in C2C e-marketplace in order to optimize the category of groceries. One way to do this is through customer equity management. Therefore it is very important to conduct research on the analysis of customer equity customer loyalty in the context of c2c e-marketplace in Indonesia study in the product groceries category which aims to partially determine the effect of brand equity value equity and relationship equity on trust and customer loyalty and the influence of trust on customer loyalty. The design of this study uses an explanatory approach. The data analysis technique uses structural equation model SEM and sampling is limited to certain criteria purposive sampling . This study used 200 respondents. The results of this study show that there is a partial influence of brand equity and value equity on constructs of trust and customer loyalty. Meanwhile relationship equity has a direct effect on trust but not on customer loyalty. Trust affects consumer loyalty. Companies must focus on rewarding systems through cash back reward programs virtual loyalty cards incentive programs and virtual communities that have been proven to be able to increase customer loyalty. Keywords Brand Equity Value Equity Relationship Equity Trust Customer Loyalty. Cite this .