Customer E-Loyalty of Muslim Millennials in Indonesia: Integrated Model of Trust, User Experience and Branding in E-Commerce Webstore

Nur Rizqi Febriandika, Afifah Nur Millatina, Luthfiyatillah, Sri Herianingrum

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

1 Citation (Scopus)

Abstract

Muslims have unique characters which are closely related to their religious background. With the high growth of e-commerce in Indonesia, it is important to study Muslim market segments where Indonesia itself is a country with the largest Muslim population in the World. The progress of the halal financial industry and business also triggers the e-commerce development among Muslim Millennials. Muslim Millennials will become the main market and the largest customer segment In Indonesia since one-third of its population is dominated by millennials. The aim of this research is to develop and test a comprehensive model that explains how Muslim Millennials develop loyalty to online shopping websites (e-commerce). To test the research model, the online survey was distributed to a random sample of highly educated Muslim Millennials. The results found that positive online experience (flow) is the most important antecedent of e-loyalty in e-commerce websites for Muslim Millennials. Brand equity is also a key precursor of e-loyalty. However, trust is not a significant precursor of e-loyalty for Muslim Millennials in Indonesia.

Original languageEnglish
Title of host publicationProceedings of the 2020 11th International Conference on E-Education, E-Business, E-Management, and E-Learning, IC4E 2020
PublisherAssociation for Computing Machinery
Pages369-376
Number of pages8
ISBN (Electronic)9781450372947
DOIs
Publication statusPublished - 1 Oct 2020
Event11th International Conference on E-Education, E-Business, E-Management, and E-Learning, IC4E 2020 - Osaka, Japan
Duration: 10 Jan 202012 Jan 2020

Publication series

NameACM International Conference Proceeding Series

Conference

Conference11th International Conference on E-Education, E-Business, E-Management, and E-Learning, IC4E 2020
Country/TerritoryJapan
CityOsaka
Period10/01/2012/01/20

Keywords

  • Webstore
  • e-commerce
  • e-loyalty
  • muslim customers
  • online shopping: trust

Fingerprint

Dive into the research topics of 'Customer E-Loyalty of Muslim Millennials in Indonesia: Integrated Model of Trust, User Experience and Branding in E-Commerce Webstore'. Together they form a unique fingerprint.

Cite this