THE INFLUENCE OF SITE CHARACTERISTICS AND UTILITARIAN VALUE IN BUILDING E-SATISFACTION AND E-LOYALTY CUSTOMERS
This study aims to determine the influence of site characteristics and utilitarian values in building customer e-satisfaction and e-loyalty. Respondents in this study were 255 samples selected by convenience sampling method. Where the characteristics of the respondents were that they had made purchase transactions through websites or e-commerce applications such as Sayurbox, Happyfresh, Segari, and Brambang and are domiciled in the areas of Jakarta, Bogor, Depok, Tangerang, and Bekasi. Data analysis was done using SEM with AMOS software version 22.0. The study informed that two site characteristic variables (information and communication power) positively affect e-satisfaction. Meanwhile, shopping convenience, site design, and security do not affect e-satisfaction. E-satisfaction positively affects e-loyalty. Utilitarian value does not significantly mediate the relationship between e-satisfaction and e-loyalty. Based on the results of the study, e-commerce managers must improve the quality of information and communication-related product descriptions and reviews in e-commerce to increase customer e-satisfaction and e-loyalty
Site Characteristic; Utilitarian Value; E-Satisfaction; E-Loyalty