QUESTIONING ONLINE STORE CUSTOMER LOYALTY

This research aims to investigate whether the customers repurchase at their favorite online store after browsing several web stores and evaluating product be purchased (online behavior). The uses Smart PLS Structural Equation Model (SEM) along with descriptive analysis test a hypothesis. study involves 21905 internet users who browsed websites. Respondents were classified according various factors such as age, occupation, address, visiting frequency store. questionnaire was designed based on 5-point Likert model. Online behavior (free shipping evaluation, discount read testimonies) influences affects loyalty. identified types of loyalty behavior, including deciding buy store, even though they have other shops, believing that website provides everything need. Repurchase repeat purchases word-of-mouth recommendations. researchers believe both are very decisive in repurchase, places more attractive promotions. combination behaviors creates 54% R2 value. means create