Consumer loyalty in online shopping

            The development of online business is shown by the increasing number of online shops and the number of consumers shopping online in Indonesia. This development is due to the support of online shopping application programs that provide convenience and expediency for users to create online stores and sell online. Another advantage of online shopping is the flexibility of space and time so that consumers can shop anytime and anywhere. Online trading via the internet is known as e-commerce. E-commerce is the activity of conducting business transactions online through internet media and devices integrated with the internet. E-commerce is the result of developments in society as an effort to meet human needs in more effective and efficient ways. E-commerce that is growing rapidly as a medium of buying and selling is an online marketplace. Online marketplace is an online marketplace consisting of online shops for selling and conducting transactions online.

            Switching consumers from one product to another shows low consumer loyalty to the product, where in the online context, loyalty is called e-loyalty. E-loyalty on online purchases is the attitude of consumers who, with their awareness, always use a certain online service and recommend it to other potential users to participate in using the online service. The higher the loyalty, the higher the awareness of consumers to continue to use and recommend these online services.

        This research was conducted to determine the loyalty of consumers who shop online on online marketplace in the city of Denpasar. Characteristics of respondents in this study were women (62%), aged between 26 to 35 years (44%), undergraduate education (57%), the most widely used online marketplace site was Tokopedia (53%), and the tool used to access online marketplace sites is dominated by smartphone (91%). The results showed that the more the quality of online services, the higher the loyalty of consumers to the online marketplace. Likewise, word-of-mouth, the more word-of-mouth via online, the more customer loyalty to the online marketplace will be. And finally, the satisfaction felt by consumers when shopping online turned out to play an important role in mediating the quality of online services to consumer loyalty in the online marketplace.