ANALYSIS OF THE IMPACT OF PERCEIVED VALUE, USER SATISFACTION, SERVICE QUALITY & SWITCHING COSTS ON USER LOYALTY OF B2B PLATFORM E-COMMERCE APPLICATIONS
In the face of increasingly fierce business competition, the success of a company is highly dependent on the long-term strategy of a company. One of them is by increasing perceived value, user satisfaction, service quality and switching costs to increase User Loyalty. The population in this study is entrepreneurs (companies and individuals) who have used or are still using the B2B e-commerce platform, with a usage range of 1 – 5 years, and took a sample of 125 respondents using purposive sampling techniques. The data analysis technique in this study is Structural Equation Modeling (SEM) and SPSS software is used as an analysis tool. The results of the study show that there is a significant influence between user satisfaction and service quality on the loyalty of users of b2b platform e-commerce applications. Meanwhile, Perceived Value and Switching Cost showed no significant effect on the loyalty of users of e-commerce applications on b2b platforms.
Perceived Value, User Satisfaction, Service Quality Dan Switching Cost, User Loyalty.