FACTORS AFFECTING C2C-SELLER LOYALTY IN INDONESIA E-MARKETPLACE (TOKOPEDIA & BUKALAPAK)

Abstract

Purpose: The objective of this study is to find the influence of efficiency, information, communication, security and privacy,product portfolio and value added service towards C2C sellers satisfaction and to loyalty in using Indonesia Emarketplace. Design/Methodology/Approach: This study used quantitative method that applied Structural Equation Modeling (SEM). The primary data was collected from 233 respondents who filled questionnaires that consist of 39 measurement items, their Last education, years of respondents using the e-marketplace, products category, number of employee, monthly sales, location Respondents are coming from people who have sold their products in Indonesia C2C e-commerce which is Tokopedia and Bukalapak. The data were tested its validity regarding the face, content, and construct validity, Cronbach’s Alpha was used and resulted to be valid and reliable. Findings: This study found that reliability positively affecting the satisfaction, product portfolio positi vely affecting satisfaction. Satisfaction positively affecting loyalty Originality/Value: To the extent of authors knowledge. This study is believe to be first conducted with this framework and with object of study in Indonesia,