Track: e-Business/e-Service/e-Commerce

Abstract

GoFood is an online food delivery service on the Gojek application that leads the market share in Indonesia with transaction growth that exceeds transportation service transactions and has the highest brand identity, does not guarantee satisfaction to GoFood users. There are many complaints that consumers feel when using GoFood services, related to problems of trust in the service due to mismatches in customer expectations of GoFood services. This problem, if left unchecked, can affect customer satisfaction (e-customer satisfaction) so that it can reduce consumer loyalty (e-customer loyalty). This study aims to determine the effect of e-trust on e-customer loyalty through e-customer satisfaction on GoFood service users in Indonesia. This type of research is descriptive and causal with a quantitative approach. Sampling in this study using a non-probability sampling method with a purposive sampling type of 100 people. The analysis technique used in this research is Structural Equity Modeling (SEM) processed with SmartPLS software. The results of his research prove that e-trust does not have a positive and insignificant effect on e-customer loyalty, e-trust has a positive and significant effect on e-customer satisfaction, e-customer satisfaction has a positive and significant effect on e-customer loyalty, e-trust has a positive and significant effect on e-customer loyalty through e-customer satisfaction.

Keywords: e-customer loyalty, e-business, e-commerce, e-trust, business administration