“I Won't Shop Anywhere Else!”: Tokopedia Customer’s Love and Trust

Abstract

The number of customers constantly changes for each marketplace in Indonesia, including Tokopedia. Customers' loyalty toward each marketplace determines this. This study aims to identify the relationship between love and trust in customer loyalty towards Tokopedia. A purposive sampling technique was applied, and samples of 274 participants were retrieved. The study's data was analyzed using multiple linear regression, which showed that love (decision/commitment (β = .736, p < .05) and intimacy (β = .182, p < .05)) had a positive relationship with customer loyalty. In contrast, the trust had no significant association with customer loyalty (β = -.066, p > .05). This indicates that customer loyalty can be established through interpersonal relationships between sellers and buyers in a marketplace. A trust may not necessarily have a direct role in shaping customer loyalty without social attachment and interactive communication between sellers and buyers.