THE INFLUENCE OF CUSTOMER SATISFACTION AND ONLINE TRUST ON CUSTOMER LOYALTY OF M-COMMERCE USERS IN JAKARTA

Abstract

The aim of this study is to find out there is an influence of customer satisfaction from using the m-commerce and also online trust which gained in purchasing through m-commerce to customer loyalty from people who have already used both (the website version and mobile application version) in the same enterprise. There are millions of smartphone users in this world and before that, also millions of PC (personal computer) with Internet users already exist. Since there are many potential consumers, enterprises should focus on developing their service quality to boost user’s satisfaction and improve their e-trust factor to gain popularity, whether using website or application. A 20 factors questionnaire was designed to gather data through online data collection with 303 respondents and was spread throughout greater Jakarta. Demographic variables were age, gender, mobile SIM card’s distribution and personal spend. SEM statistical tools were used to find out about the relation between each variable based on demographic variables and the factors of determining customer loyalty through customer satisfaction and online trust. The result shows that customer satisfaction has significant influence towards online trust, and also significant influence to customer loyalty, but online trust itself didn’t have significant influence to customer loyalty.