| Issue |
SHS Web Conf.
Volume 149, 2022
International Conference on Social Science 2022 “Integrating Social Science Innovations on Post Pandemic Through Society 5.0” (ICSS 2022)
|
|
|---|---|---|
| Article Number | 01016 | |
| Number of page(s) | 4 | |
| Section | Education and Digital Learning | |
| DOI | https://doi.org/10.1051/shsconf/202214901016 | |
| Published online | 18 November 2022 | |
Effect of E-Commerce Innovation, E-Service Quality, and Product Diversity on Customer Loyalty Through Marketplace Image in Indonesia
1 Department of Management, University of Bahaudin Mudhary Madura, Sumenep, East Java, Indonesia
2 Department of Industrial Engineering, University of Trunojoyo Madura, Bangkalan, East Java, Indonesia
* Corresponding author: ach.zuhri@unibamadura.ac.id
The purpose of this study is to determine the direct effect of e-commerce innovation, e-service quality, and product diversity on customer loyalty, as well as the indirect influence through the image of the marketplace in Madura Island. The analytical technique used in this research is the Structural Equation Model analysis with SamrtPls. The results in this study found that 1) the E-Commerce Innovation variable have a direct influence on the Marketplace Image. 2) the E-CommerceiInnovation variableihasia direct effection Customer Loyality. 3) the E-ServiceeQualityyvariable has a direct effect on the Marketplace Image. 4) the E-ServiceiQualityyvariable has a direct effect oniCustomer Loyality. 5) the Product Diversity variable has a direct effect on the Marketplace Image. 6) Product Diversity variable has a direct effect on Customer Loyalty. 7) the Marketplace Image variable has a direct effect on Customer Loyalty. 8) the E-Commerce Innovationi variable has an indirect effect on Customer Loyality through Marketplace Image. 9) the E-Service Quality variable has an indirect effect on Customer Loyalty through the Marketplace Image. 10) Product Diversity variable has an indirect effect on Marketplace Image through CustomeriLoyalty.
Key words: E-Commerce Innovation / Servicei Quality / Product Diversity / Customer Loyality
© The Authors, published by EDP Sciences, 2022
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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