Pengaruh Kepercayaan terhadap Loyalitas dan Word of Mouth dengan Dimediasi oleh Kepuasan Konsumen Situs Belanja Online
DOI:
https://doi.org/10.37112/bisman.v6i1.2504Keywords:
Trust, Satisfaction, Loyalty, Word of MouthAbstract
The purpose of this study was to determine the effect of trust on loyalty and word of mouth (WOM) mediated by customer satisfaction. This research is a causal research. The population in this study are consumers of online shopping platforms. A sample of 160 respondents was taken using accidental sampling. Data collection techniques in this study were carried out using a questionnaire. The data analysis technique in this study used the Structural Equation Model (SEM). The results showed that trust has a positive and significant effect on satisfaction and WOM of consumers on online shopping sites and has no effect on consumer loyalty on online shopping sites. Satisfaction has an effect on consumer loyalty and WOM for consumers on online shopping sites. Trust has an effect on loyalty and WOM mediated by consumer satisfaction on online shopping sites.
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