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Kompak :Jurnal Ilmiah Komputerisasi AkuntansiKompak :Jurnal Ilmiah Komputerisasi Akuntansi

The rapid growth of the online marketplace has created competition between marketplaces in Indonesia. The emergence of various new marketplaces allows consumers to move from one platform to another. This challenge must be faced by marketplaces in maintaining consumer loyalty. The purpose of this study was to determine the effect of e-service quality, e-trust and e-WOM on Lazada e-customer loyalty. This research is a descriptive research using quantitative methods. The population of this study is users of Lazada in Sidoarjo. Sampling using non-probability sampling techniques with a total sample of 96 people. Data analysis technique using Partial Least Square using Smart-PLS 3.0 program. The results of this study indicate that e-service quality, e-trust and e-wom partially affect e-loyalty.

The research concludes that e-service quality, e-trust, and e-WOM significantly influence e-customer loyalty on the Lazada platform.Maintaining high service quality is crucial for retaining customers, as is building trust through data security and transparent practices.Furthermore, positive electronic word-of-mouth significantly contributes to customer loyalty, highlighting the importance of managing online reputation and encouraging positive customer experiences.

Future research could explore the moderating role of demographic factors, such as age and income, on the relationship between e-service quality, e-trust, e-WOM, and e-loyalty, providing a more nuanced understanding of consumer behavior. Additionally, investigating the impact of perceived value and price fairness on e-loyalty within the Lazada context could offer valuable insights for enhancing customer retention strategies. Finally, a comparative study examining the differences in e-loyalty drivers across various e-commerce platforms in Indonesia would contribute to a broader understanding of the competitive landscape and inform best practices for building customer loyalty in the digital marketplace. These studies should be conducted with a larger and more diverse sample size to ensure generalizability of the findings and should employ longitudinal research designs to capture changes in consumer behavior over time.

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