The Relationship Between e-Satisfaction toward e-Loyalty of Generation Z at E-commerce C2C Marketplace

Abstract

Abstract. The more various e-commerce provided, the more selection for the Gen Z as the most potential customer for C2C e-commerce marketplace, the more reason for them not to be loyal in one platform. This research aims to know what factors moderate the relationship between e-Satisfaction toward e-Loyalty, namely trust, perceived value, convenience motivation, and inertia. Survey was conducted with 1141 respondent and analyzed with SEM-PLS tools, only perceived value and convenience motivation significantly moderate the relationship between e-Satisfaction toward e-Loyalty. For the perceived value, if the buyers have high perceived value tend not to be loyal in one platform meanwhile for the convenience motivation, if the buyers have high convenience motivation, they more likely will be loyal in one platform. By that the platform could use these findings to implement the best strategy that suit with the characteristics of Gen Z.

Keywords: e-Satisfaction; e-Loyalty; Inertia; Perceived Value; Trust; Convenience Motivation