The Effect Of Perception Of Benefits, Trust, And Customer Reviews On Tokopedia Consumer Loyalty
Pengaruh Persepsi Manfaat, Kepercayaan, Dan Ulasan Pengguna Terhadap Loyalitas Konsumen Tokopedia
DOI:
https://doi.org/10.21070/ups.10703Keywords:
Perceived Benefits, Trust, User Reviews, Consumer Loyalty, E-CommerceAbstract
This study aims to analyze the influence of perceived usefulness, trust, and user reviews on consumer loyalty on the Tokopedia e-commerce platform. The study used a quantitative approach with data collection techniques through questionnaires to 96 respondents who are Tokopedia users. Data analysis was conducted using the Partial Least Square (PLS) method. The results showed that perceived usefulness, trust, and user reviews have a positive and significant influence on consumer loyalty, both partially and simultaneously. Trust and perceived usefulness are dominant factors in increasing loyalty because they are related to the sense of security, comfort, and utility that consumers feel during transactions. Meanwhile, user reviews play a role in strengthening consumer confidence before making a purchase. These findings imply that increasing consumer loyalty can be achieved by strengthening security systems, optimizing service features, and managing transparent and credible reviews to maintain long-term relationships with consumers.
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