Increasing Customer Satisfaction and Loyalty in E-Commerce: A Case Study of Costumer Tokopedia in Makassar City

Abstract

The goal of this study is to see if trust and word of mouth (WOM) have a direct effect on satisfaction and loyalty, as well as an indirect effect via Tokopedia customer satisfaction in Makassar City. This research approach is a quantitative research approach. The population is all Tokopedia customers in Makassar City. The total sample is 172 people, with the technique of determining the sample is done by the technique of Nonrandom Sampling with the type of sampling purpose. Hypothesis testing is done by path analysis and Sobel test. According to the findings of this study, trust and word of mouth (WOM) have a positive and significant direct effect on Tokopedia customer satisfaction, but have no effect on customer loyalty. This study also discovered that customer satisfaction has a positive and statistically significant effect on Tokopedia customer loyalty. The indirect effect also demonstrates that trust and word of mouth (WOM) have a positive and significant direct effect on loyalty in Makassar City via Tokopedia customer satisfaction.