Examining The Antecedents of Electronic Loyalty In Fashion E-Commerce

Building and managing customer loyalty who buy fashion by e-commerce platforms is the key to making a profit. This research aims to explain the effect of electronic service quality and electronic word-of-mouth on electronic loyalty with electronic satisfaction and electronic trust as intervening. The research method used is verification with a sample of 400 consumers who have done fashion shopping by e-commerce platforms in the Jakarta, Depok, Tangerang, and Bekasi areas, so we apply the purposive sampling method. Data analysis used CB-SEM with LISREL 8.71. The results report that electronic service quality and electronic word-of-mouth positively and significantly impact electronic loyalty and indirectly through electronic satisfaction and electronic trust. The research outcomes become input for e-commerce fashion businesses to make decisions to keep and increase electronic loyalty.