Abstract:
This study examined the relationship between network externalities, social
norms, self-congruence, characteristics of the brand page, brand trust, brand
commitment, brand satisfaction, and brand loyalty. Online questionnaire was
distributed to people in JABODETABEK area. Data were collected from 408
users of Bukalapak. Structural equation modeling was used to compile the
research, the data were analysed with the software SmartPLS 3, validating the
proposed model. The results revealed that in the case of Bukalapak, selfcongruence
and characteristics of brand page had significant influence on the
development of brand trust, brand commitment, and brand satisfaction, while
social norms have significant influence only toward brand commitment.
Brand commitment found to be the only mediating variable which has
significant influence on brand loyalty. This study presented a case for a
specific brand in the e-commerce industry which was Bukalapak. The
respondents were concentrated in the JABODETABEK area to generation Y
and Z. This study has elements of support for management, Bukalapak should
turn attention to the creation of positive activity, online campaign, and
authentic value to retain the users and restore positive image. The researcher
shifts the focus on brand loyalty because brand loyalty is necessary to be
examined since it captures the loyalty behaviour of the customer toward the
brand and a prominent requirements for marketplace to keep their traffics.
