Analysis of E-WOM and E-Trust on E-Satisfaction and E-Loyalty of Shopee Users

Albert Stevanus Simangunsong; Seprianti Eka Putri

doi:10.55927/fjmr.v4i3.109

Authors

Albert Stevanus Simangunsong Universitas Bengkulu
Seprianti Eka Putri Universitas Bengkulu

DOI:

https://doi.org/10.55927/fjmr.v4i3.109

Keywords:

E-WOM, E-Trust, E-Loyalty, E-Satisfaction

Abstract

This study aims to analyze the influence of e-word of mouth, e-trust, and e-satisfaction on e-loyalty. In this study, variable used is electronic word of mouth (e-WOM), electronic trust (e-trust), electronic satisfaction (e-satisfaction) and electronic loyalty (e-loyalty). This quantitative study uses primary data from 170 active Shopee users through online questionnaires. Data analysis using SmartPLS4 and Research was conducted using quantitative methods. The population in this study were consumers who had made purchases on the Shopee site more than once and had made at least 2 transactions on Shopee during the past month. The sampling technique used hair et al with a sample size of 170 people. The results showed that e-trust and e-satisfaction on Shopee had an effect on e-loyalty. However, e-WOM did not affect e-satisfaction and e-loyalty. strong trust and satisfying experiences form loyalty between consumers and Shopee e-commerce sellers.

References

Anderson, R. E., & Srinivasan, S. S. (2003). E-Satisfaction and E-Loyalty: A Contingency Framework. Psychology and Marketing, 20(2), 123–138. https://doi.org/10.1002/mar.10063

Asih, R. R. D., & Pratomo, L. A. (2018). Peran Mediasi E-Satisfaction Dan E-Trust Terhadap E-Loyalty. Jurnal Manajemen Dan Pemasaran Jasa, 11(1), 125–144. https://doi.org/10.25105/jmpj.v11i1.2537

Cyr, D. (2008). Modeling web site design across cultures: Relationships to trust, satisfaction, and E-Loyalty. Journal of Management Information Systems, 24(4), 47–72. https://doi.org/10.2753/MIS0742-1222240402

Dhirtya, D. A. M. C., & Warmika, I. G. K. (2022). pada situs Bukalapak dengan pertimbangan tertentu. Sampel ditentukan dengan teknik. 11(3), 549–568.

Ghozali, I., & Latan, H. (2015). Partial Least Squares Konsep, Metode dan Aplikasi Menggunakan Program WARPPLS 4.0. Badan Penerbit Universitas Diponegoro.

Giovanis, A. N., & Athanasopoulou, P. (2014). Gaining customer loyalty in the e-tailing marketplace: The role of e-service quality, e-satisfaction and e-trust. International Journal of Technology Marketing, 9(3), 305–319. https://doi.org/10.1504/IJTMKT.2014.063857

Goyette, I., Richard, L., Bergeron, J., & Marticotte, F. (2010). Word-of-mouth measurement scale for eservice context. Canadian Journal of Administrative Sciences, 27(1), 5–23.

Ha, H. Y. (2004). Factors influencing consumer perceptions of brand trust online. Journal of Product & Brand Management, 13(5), 329–342. https://doi.org/10.1108/10610420410554412

Hakam, A., & Hidayati, N. (2022). The Effect of E-Service Quality and E-Trust on Consumer Loyalty through Consumer Satisfaction as Intervening Variables ( Case Study on Shopee Users in Malang Regency ). The Effect of E-Service Quality and E-Trust on Consumer Loyalty through Consumer Satisfaction as Intervening Variables ( Case Study on Shopee Users in Malang Regency ), 12678–12687. https://bircu-journal.com/index.php/birci/article/view/5112

Hasan, H., Al-Dmour, H. H., & Al-Dmour, R. H. (2020). The effect of ewom on e-loyalty: The mediating role of e-satisfaction. International Journal of Customer Relationship Marketing and Management, 11(3), 82–100. https://doi.org/10.4018/IJCRMM.2020070105

Joseph F. Hair, Jr, Mary Wolfinbarger, Arthur H Money, Phillip Samouel, M. J. P. (2015). Essentials of Business Research Methods (2nd editio).

Kotler, P., & Armstrong. (2012). Marketing principles (13th ed.). Airlangga.

Kumari, J., & Verma, R. (2018). E-WOM (Word of Mouth): A Technical Communication Tool. SAMRIDDHI : A Journal of Physical Sciences, Engineering and Technology, 10(01), 16–24. https://doi.org/10.18090/samriddhi.v10i01.3

Muhammad Iqbal Abrar, Dessy Yunita, H. F. M. et all. (2025). Pengaruh E-Service Quality Dan E-Trust Terhadap E-Satisfaction PadaE-Commerce Lazada (Studi Pada Mahasiswa S1 Indralaya Universitas Sriwijaya). JUrnal Wahana Media Ekonomika, 21(4), 700–713.

Pangastuti, C. C., & Endang Tjahjaningsih*. (2023). The Influence of e-WoM And Knowledge on Customer Satisfaction and Their ImpactOn Loyalty to Scarlett Product Customers ( Study On Scarlett Customers in Pati City ) Pengaruh e-WoM Dan Pengetahuan Terhadap Kepuasan Pelanggan Serta Dampaknya Pada Loyalitas T. Management Studies and Entrepreneurship Journal, 4(April), 2386–2395.

Prabowo, H., Darman, D., & Noegraheni, E. (2014). Analisis Kepercayaan dalam C2C E-Commerce terhadap Keputusan Pembelian dan Dampaknya terhadap Repurchase pada Kaskus. Binus Business Review, 5(1), 301. https://doi.org/10.21512/bbr.v5i1.1218

Pranaya, A. A., Sarjani, D. K., Rosalia, F., Shabrina, R. M., Shabrina, R. M., & Irwansyah, I. (2023). E-Wom Dan Pariwisata: Sebuah Tinjauan Pustaka Sistematis. Jurnal Master Pariwisata (JUMPA), 10, 277. https://doi.org/10.24843/jumpa.2023.v10.i01.p12

Qatawneh, N., Alkhasawneh, R., Althonayan, A., & Altarawneh, A. (2023). Examining the Influence of Website Quality on Citizen’s E-Loyalty in Domestic Tourism in Jordan: The Role of E-Trust and E-Satisfaction. Human Behavior and Emerging Technologies, 2023. https://doi.org/10.1155/2023/2614673

Rachbini, T. A.-F. W. (2024). PENGARUH ELECTRONIC WORD OF MOUTH ( E-WOM ) DAN KEPUASAN PELAYANAN TERHADAP LOYALITAS GENERASI Z PADA. Jurnal Ekonomi Manajemen Dan Bisnis, 2(2), 345–353.

Rachman, A., Hidayat, R., & Malang, U. N. (2024). Pengaruh persepsi kegunaan terhadap loyalitas konsumen melalui kepuasan konsumen di indonesia. 36(2), 143–159.

Rahmawaty, S., Kartawinata, B. R., Akbar, A., & Wijaksana, T. I. (2021). The effect of e-service quality and E-trust on E-customer loyalty through E-customer satisfaction as an intervening variable (Study on gopay users in bandung). Proceedings of the International Conference on Industrial Engineering and Operations Management, 5495–5506. https://doi.org/10.46254/an11.20210933

Roby Nur Akbar, F. E. (2022). Pengaruh E-Trust dan E-Satisfaction Terhadap Meningkatnya E-Loyalty Pada Pengguna Aplikasi E-Commerce Di Kalangan Generasi Millenial. 9(1), 356–363.

Sadeghi, A., Ghujali, T., Bastam, H., & Professor of ShahidSattari, A. (2019). The Effect of Organizational Reputation on E-loyalty. ASEAN Marketing Journal, 10(1). https://doi.org/10.21002/amj.v10i1.10628

Shabbir, B., & Xiaodong, Q. (2023). E-Loyalty and E-Marketing: A Matter of E-Trust. Preprints. https://doi.org/10.20944/preprints202309.0579.v1

Sheng, T., & Liu, C. (2010). An empirical study on the effect of e-service quality on online customer satisfaction and loyalty. Nankai Business Review International, 1(3), 273–283. https://doi.org/10.1108/20408741011069205

Strauss, J., & Frost, R. (2016). E-Marketing (7th ed.).

Sugiyono. (2016). Metode Penelitian Kuantitatif Kualitatif dan R&D. Alfabeta.

Sun, Y., Gonzalez-Jimenez, H., & Wang, S. (2021). Examining the relationships between e-WOM, consumer ethnocentrism and brand equity. Journal of Business Research, 130(November 2018), 564–573. https://doi.org/10.1016/j.jbusres.2019.09.040

Taha Abd El Aziz, H., Marwa Tarek Abdel Azim Ahmed, P. D., Ismail Ahmed Ayad, D. N., & Dalia Fahmy Amara, P. D. (2024). Impact of E-WOM on E-Loyalty with mediation role of E-Satisfaction: Evidence from the Egyptian SMEs. Impact of E-WOM on E-Loyalty with Mediation Role of E-Satisfaction: Evidence from the Egyptian SMEs., 30(5), 4049–4059. https://doi.org/10.53555/kuey.v30i5.2637

Tjahjaningsih, E., Isnowati, S., Takwarina Cahyani, A., & Farhana Zakaria, S. (2024). 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 Manajemen, 39(1), 80–98.

Wandoko, W., Panggati, I. E., & Sukmaningsih, D. W. (2020). Developing e-loyalty toward Online Retailer from e-WOM, Reputation, Information Quality and e-trust. Proceedings of 2020 International Conference on Information Management and Technology, ICIMTech 2020, August, 238–243. https://doi.org/10.1109/ICIMTech50083.2020.9211251

Wibawa, T., & Wijaya, S. (2024). Pengaruh Promosi, Harga, Dan Kepuasan Terhadap Loyalitas Pelanggan E-Commerce Shopee. Reviu Akuntansi, Manajemen, Dan Bisnis, 4(1), 95–105. https://doi.org/10.35912/rambis.v4i1.3109

Widodo, S., & Yanthy Yosepha, S. (2023). E-Loyalty Model Based On E-Service Quality, E-Trust And E-Satisfaction On Gojek Consumers In East Jakarta. International Journal Of Artificial Intelegence Research, 6(1), 2022. https://doi.org/10.29099/ijair.v6i1.2.607

Yuliana, I., RAMDANI, R., ANWAR, M. Z., & ALPIANSAH, R. (2024). Antecedent of E-Loyalty: a Servqual Theory Perspective. Ganec Swara, 18(2), 942. https://doi.org/10.35327/gara.v18i2.881