“I Won't Shop Anywhere Else!”: Tokopedia Customer’s Love and Trust

The number of customers constantly changes for each marketplace in Indonesia, including Tokopedia. This is determined by customers’ loyalty toward marketplace. study aimed at identifying the relationship between love and trust with customer towards A purposive sampling technique was applied samples 274 participants were retrieved. study’s data analyzed using multiple linear regression, which showed that (decision/commitment intimacy) had a positive loyalty, whereas no significant association loyalty. indicates can be established through interpersonal relationships sellers buyers marketplace, may not necessarily have direct role shaping without social attachment interactive communication buyers.