Factors Influencing E-Loyalty in E-Commerce Platforms: A Case Study of Gen Z and Millennial Users on Tokopedia
DOI:
https://doi.org/10.38035/dijefa.v6i5.5527Keywords:
E-Commerce, Tokopedia, Generation Z, Milennials, E-Service Quality, Perceived Value, E-Loyalty, ECTAbstract
This study aims to analyze the factors influencing e-loyalty on Tokopedia by focusing on Gen Z and Millennial users in Jabodetabek. The research investigates e-service quality and perceived value as independent variables, e-satisfaction as a mediating variable, and e-loyalty as the dependent variable. Data were collected through an online survey of 280 respondents who had used Tokopedia between 2021 and 2024. Partial Least Squares-Structural Equation Modeling (PLS-SEM) was applied for analysis. The findings reveal that e-service quality and perceived value significantly affect e-satisfaction; e-service quality directly influences e-loyalty; and e-satisfaction mediates the relationship between both independent variables and e-loyalty. The results highlight the importance of digital service quality and perceived value in building satisfaction and loyalty, particularly among younger generations who are prone to switching platforms. These insights provide strategic implications for Tokopedia to strengthen customer retention in a highly competitive e-commerce landscape.
References
Al-dweeri, R. M., Ruiz Moreno, A., Montes, F. J., Obeidat, Z. M., & Al-dwairi, K. M.(2019). The Effect Of E-S-QUAL On Jordanian Student’s E-loyalty: An Empirical Study In Online Retailing. Industrial Management & Data Systems, 119(4), 902–923. Https://Doi.Org/10.1108/Imds-12-2017-0598
Al Amin, M., Muzareba, A. M., Chowdhury, I. U., & Khondkar, M. (2023). Understanding E-Satisfaction, Continuance Intention, And E-Loyalty Toward Mobile Payment Application During Covid-19: An Investigation Using The Electronic Technology Continuance Model. Journal of Financial Services Marketing, 1. https://doi.org/10.1057/s41264-022-00197-2
Alnaim, A. F., Sobaih, A. E., & Elshaer, I. A. (2022). Measuring The Mediating Roles Of E-trust And E-satisfaction In The Relationship Between E-S-QUAL And E-loyalty: A Structural Modeling Approach. Mathematics, 10(13), 2328. https://doi.org/10.3390/math10132328
Anderson, R. E. & Srinivasan, S. S. (2003). E-satisfaction And E-loyalty: A Contingency Framework. Psychology & Marketing, 20(2), 123-138.https://doi.org/10.1002/mar.10063
Beura, D., Naveen, L., Prusty, S. K., Nanda, A., & Rout, C. K. (2023). Digital Payment Continuance Intention Using Mecm: The Role Of Perceived Experience. International Journal Of Professional Business Review, 8(6), E02145. https://doi.org/10.26668/businessreview/2023.v8i6.2145
Ciputra, W. & Prasetya, W. (2020). Analisis Pengaruh E-S-QUAL, Perceived Value Terhadap Customer Satisfaction, Trust, dan Customer Behavioral Intention. Commentate: Journal of Communication Management, 1(2), 109. https://doi.org/10.37535/103001220201
Dewi, I. G. A. W. S. P., Astitiani, N. L. P. S., & Widnyani, N. M. (2024). The Effect Of E-S-QUAL, Security, And Promotion On Customer Satisfaction Of E-commerce Shopee. West Science Interdisciplinary Studies, 2(09), 1699–1705. Https://Doi.Org/10.58812/Wsis.V2i09.1257
Evelina, T. (2022). The Effect Of Perceived Benefits On Customer Satisfaction And Customer Retention On Indonesian E-commerce Sites. International Journal of Electronic Commerce Studies, 13(2), 099. https://doi.org/10.7903/ijecs.1908
Ferdinand, E., Aransyah, M. F., & Bharata, W. (2021). Analisis Kualitas Platform E-marketplace Terhadap Loyalitas Pelanggan (Studi Kasus: Pengguna Zilingo). Ekonomi & Bisnis, 20(2). https://doi.org/10.32722/eb.v20i2.4354
Gaotami, E., Suryadi, N., & Hapsari, R. D. V. (2023). The Effect of E-S-QUAL and E-Perceived Value on E-Customer Loyalty with E-Convenience as a Mediating Variable. Journal of Social Research, 2(8), 2433–2442. https://doi.org/10.55324/josr.v2i7.1201
Google, Temasek, And Bain & Company. (2023). E-conomy SEA 2023. Google, Temasek, And Bain & Company.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer On Partial Least Squares Structural Equation Modeling (PLS-SEM). 3rd Edition. Thousand Oaks: Sage.
Harazneh, I., Adaileh, M. J., Thbeitat, A., Afaneh, S., Khanfar, S., Harasis, A. A., … & Elrehail, H. (2020). The Impact Of Quality Of Services And Satisfaction On Customer Loyalty: The Moderate Role Of Switching Costs. Management Science Letters, 1843-1856. https://doi.org/10.5267/j.msl.2019.12.034.
Hidayah, R. T. (2025). Exploring The Effects Of E-S-QUAL And E-trust On Consumers’ E-satisfaction And Tokopedia’s E-loyalty: Insights From Gen Z Online Shoppers. 2(1), 41–50. Https://Doi.Org/10.54099/Ijdms.V2i1.1198
Indonesia, B. P. S. (2025, January 30). Statistik E-commerce 2023. Badan Pusat Statistik Indonesia.Https://Www.Bps.Go.Id/Id/Publication/2025/01/30/D52af11843aee401403ecfa6/Statistik-e-commerce-2023.Html
Kaur, B., Kaur, J., Pandey, S. K., & Joshi, S. (2020). E-S-QUAL: Development and Validation of the Scale. Global Business Review, 24(5), 953-971. https://doi.org/10.1177/0972150920920452
Khan, M. A., Zubair, S. S., & Malik, M. (2019). An Assessment of E-S-QUAL, e-satisfaction and E-loyalty. South Asian Journal of Business Studies, 8(3), 283–302. https://doi.org/10.1108/sajbs-01-2019-0016
Kristanto, F. H., Rahma, H. W., & Nahrowi, M. (2022). Factors Affecting E-commerce Customer Loyalty In Indonesia. Jurnal Syntax Transformation, 3(09), 1150-1164. https://doi.org/10.46799/jst.v3i09.613
Kompas (2022). Hasil Survei: 42 Persen Pengguna E-commerce Miliki Loyalitas Rendah. Https://Money.Kompas.Com/Read/2022/02/17/104500526
Misra, S., Pedada, K., & Sinha, A. (2022). A Theory Of Marketing’s Contribution To Customers’ Perceived Value. Journal Of Creating Value, 8(2), 219-240. https://doi.org/10.1177/23949643221118152
Mofokeng, T. E. (2021). The Impact Of Online Shopping Attributes On Customer Satisfaction And Loyalty: Moderating Effects Of E-commerce Experience. Cogent Business & Management, 8(1). https://doi.org/10.1080/23311975.2021.1968206
Nawastuty, H., Udayana, I., & Cahya, A. (2022). Pengaruh Kelayakan Harga Dan Kualitas Pelayanan Terhadap Loyalitas Konsumen Dengan Kepuasan Konsumen Sebagai Variabel Intervening. Jurnal Manajemen, 14(1), 38-45. https://doi.org/10.30872/jmmn.v14i1.10388
Oliver, R. L. (1980). A Cognitive Model For The Antecedents And Consequences Of Satisfaction. Journal of Marketing Research,17,460–469.https://doi.org/10.1177/002224378001700405
Parasuraman, A., Zeithaml, V., & Malhotra, A. (2005). E-S-QUAL: A Multiple-item Scale For Assessing Electronic Service Quality. Carolina Digital Repository (University of North Carolina at Chapel Hill). https://doi.org/10.17615/1mdx-dp60
Ramanathan, U., Williams, N., Zhang, M., Sa-nguanjin, P., Garza‐Reyes, J., & Borges, L. (2022). A New Perspective Of E-Trust In The Era Of Social Media: Insights From Customer Satisfaction Data. Ieee Transactions on Engineering Management, 69(4), 1417-1431. https://doi.org/10.1109/tem.2020.2985379
Rita, P., Oliveira, T., & Farisa, A. (2019). The Impact Of E-S-QUAL And Customer Satisfaction On Customer Behavior In Online Shopping. Heliyon, 5(10), e02690. https://doi.org/10.1016/j.heliyon.2019.e02690
Santika, E. F. (2024, June 8). Shopee, e-Commerce yang Paling Diandalkan Gen Z dan Milenial Indonesia. Katadata. https://databoks.katadata.co.id/teknologi-telekomunikasi/statistik/887c3d33f84f194/shopee-e-commerce-yang-paling-diandalkan-gen-z-dan-milenial-indonesia
Sheu, P. & Chang, S. (2022). Relationship Of Service Quality Dimensions, Customer Satisfaction And Loyalty In E-Commerce: A Case Study Of The Shopee App. Applied Economics, 54(40), 4597–4607. https://doi.org/10.1080/00036846.2021.1980198
Wang, S., Ye, Y., Ning, B., Cheah, J., & Lim, X. (2022). Why Do Some Consumers Still Prefer In-Store Shopping? An Exploration Of Online Shopping Cart Abandonment Behavior. Frontiers in Psychology, 12.https://doi.org/10.3389/fpsyg.2021.829696
Wang, Y. & Lertbuasin, S. (2022). Perceived Value Effect of Customer Satisfaction and Behavioral Intentions: The Case Study of China’s Cross-Border E-Commerce Platforms in Thailand. Journal of Roi Kaensarn Academi, 7(1), 305–319. https://so02.tci-thaijo.org/index.php/JRKSA/article/view/251306
Zeithaml, V. A. (1988). Consumer Perceptions Of Price, Quality, And Value: A Means-end Model And Synthesis Of Evidence. Journal Of Marketing, 52(3), 2–22. Https://Doi.Org/10.1177/002224298805200302
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Dimas Kurnia Putra, Laura Fransisca Purba, Peri Akbar Manaf
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish their manuscripts in this journal agree to the following conditions:
- The copyright on each article belongs to the author(s).
- The author acknowledges that the Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
- Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Dinasti International Journal of Economics, Finance & Accounting (DIJEFA).
