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

Authors

  • Monica Pricilia Angelie Faculty of Psychology University of Surabaya
  • Honey Wahyuni Sugiharto Elgeka Faculty of Psychology University of Surabaya
  • Anton Johannes Tjahjoanggoro Faculty of Psychology University of Surabaya

DOI:

https://doi.org/10.12928/jehcp.v1i1.24935

Abstract

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

 

References

Aboulnasr, K., & Tran, G. A. (2020). Is love really blind? The effect of emotional brand attachment on the perceived risk of really new products. Journal of Product and Brand Management, 29(1), 81–96. https://doi.org/10.1108/JPBM-09-2018-2005

Beetles, A. C., & Harris, L. C. (2010). The role of intimacy in service relationships: An exploration. Journal of Services Marketing, 24(5), 347–358. https://doi.org/10.1108/08876041011060459

Berscheid, E. (2010). Love in the fourth dimension. Annual Review of Psychology, 61, 1–25. https://doi.org/10.1146/annurev.psych.093008.100318

Bove, L. L., & Johnson, L. W. (2006). Customer loyalty to one service worker: Should it be discouraged? International Journal of Research in Marketing, 23(1), 79–91. https://doi.org/10.1016/j.ijresmar.2006.01.007

Brock, J. K. U., & Zhou, J. Y. (2012). Customer intimacy. Journal of Business and Industrial Marketing, 27(5), 370–383. https://doi.org/10.1108/08858621211236043

Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79–89. https://doi.org/10.1007/s11002-006-4219-2

Castaldo, S. (2007). Trust in market relationships. In Trust in Market Relationships. Edward Elgar Publishing, Inc. https://doi.org/10.4337/9781847208576

Chen, S.-C., & Quester, P. G. (2015). The relative contthousandtion of love and trust towards customer loyalty. Australasian Marketing Journal, 23(1), 13–18. https://doi.org/10.1016/j.ausmj.2014.12.003

CNN, I. (2021). 88,1 Persen pengguna internet belanja dengan e-commerce. Retrieved Januari 10, 2022, from https://www.cnnindonesia.com/ekonomi/20211111123945-78-719672/881-persen-pengguna-internet-belanja-dengan-e-commerce#:~:text=Dari jumlah itu%2C terdapat 129,mencapai Rp266 triliun tahun lalu.

Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99–113. https://doi.org/10.1177/0092070394222001

Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer-seller relationship. Journal of Marketing, 61(2), 35–51.

Fleming, J. H., Coffman, C., & Harter, J. K. (2005). Manage your human sigma. Harvard Business Review, 83(7), 106–114. https://doi.org/10.1109/EMR.2006.1679076

Foster, B. D., & Cadogan, J. W. (2000). Relationship selling and customer loyalty: an empirical investigation. Marketing Intelligence & Planning, 18(4), 185–199. https://doi.org/10.1108/02634500010333316

Fullerton, G. (2011). Creating advocates: The roles of satisfaction, trust and commitment. Journal of Retailing and Consumer Services, 18(1), 92–100. https://doi.org/10.1016/j.jretconser.2010.10.003

Hennig-Thurau, T., Gwinner, K. P., & Gremler, D. D. (2002). Understanding relationship marketing outcomes: An integration of relational benefits and relationship quality. Journal of Service Research, 4(3), 230–247. https://doi.org/10.1177/1094670502004003006

Irwinsyah, H., & Nurlatifah, H. (2020). Analisis pengaruh brand trust, product factor, dan sales promotion terhadap customer loyalty melalui purchase decision di Matahari Departement Store. Jurnal Al Azhar Indonesia Seri Ilmu Sosial, 1(1), 19–28. https://doi.org/10.36722/jaiss.v1i1.457

Jayani, D. H. (2021). Jumlah pengunjung Tokopedia kalahkan Shopee pada kuartal I-2021. Retrieved Januari 10, 2022, from https://databoks.katadata.co.id/datapublish/2021/06/11/jumlah-pengunjung-tokopedia-kalahkan-shopee-pada-kuartal-i-2021

Kaur, H., & Soch, H. (2018). Satisfaction, trust and loyalty: investigating the mediating effects of commitment, switching costs and corporate image. Journal of Asia Business Studies, 12(4), 361–380. https://doi.org/10.1108/JABS-08-2015-0119

Lin, L., Osman, Z., & Wang, S. (2018). Indirect effect on trust on customer satisfaction and customer loyalty relationship in Malaysian Airline Industry. Journal of Economics and Business, 1(2), 134–142. https://doi.org/10.31014/aior.1992.01.02.12

Macintosh, G., & Lockshin, L. S. (1997). Retail relationships and store loyalty: A multi-level perspective. International Journal of Research in Marketing, 14(5), 487–497. https://doi.org/10.1016/s0167-8116(97)00030-x

Martínez, P., & Rodríguez del Bosque, I. (2013). CSR and customer loyalty: The roles of trust, customer identification with the company and satisfaction. International Journal of Hospitality Management, 35, 89–99. https://doi.org/10.1016/j.ijhm.2013.05.009

Neuman, W. L. (2014). Social research methods: Qualitative and quantitative approaches. In Pearson New International Edition (Seventh). Pearson Education Limited. https://doi.org/10.2307/3211488

Ponder, N., Holloway, B. B., & Hansen, J. D. (2016). The mediating effects of customers’ intimacy perceptions on the trust-commitment relationship. Journal of Services Marketing, 30(1), 75–87. https://doi.org/10.1108/JSM-04-2014-0117

Riorini, S. V. (2017). Peran brand loyalty sebagai mediator antara brand love dan brand trust konsumen Usaha Jasa Perjalanan Wisata. Jurnal Manajemen, XXI(01), 55–70.

Rizan, M., Febrilia, I., Agus, W., & Pratiwi, R. D. R. (2020). Antecedents of customer loyalty: Study from the Indonesia’s largest e-commerce. The Journal of Asian Finance, Economics and Business, 7(10), 283–293. https://doi.org/10.13106/jafeb.2020.vol7.n10.283

Sarkar, A. (2011). Romancing with a brand: A conceptual analysis of romantic consumer-brand relationship. Management & Marketing, 6(1), 79–94. http://econpapers.repec.org/article/ephjournl/v_3a6_3ay_3a2011_3ai_3a1_3an_3a5.htm

Sarkar, A., Ponnam, A., & Murthy, B. K. (2012). Understanding and measuring romantic brand love. Journal of Customer Behaviour, 11(4), 325–348. https://doi.org/10.1362/147539212x13546197909985

Sidabutar, C. B., & Dharmayanti, D. (2015). Analisa pengaruh brand experience terhadap customer loyalty melalui brand trust, customer satisfaction dan customer intimacy sebagai variable intervening pada Kiehl’s Surabaya. Jurnal Manajemen Pemasaran Petra, 1(1), 1–10.

Sirclo. (2020). Jumlah pengguna e-commerce Indonesia di tahun 2020 meningkat pesat. https://www.sirclo.com/blog/jumlah-pengguna-e-commerce-indonesia-di-tahun-2020-meningkat-pesat/

Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, 66(1), 15–37. https://doi.org/10.1509/jmkg.66.1.15.18449

Song, H. J., Wang, J. H., & Han, H. (2019). Effect of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops. International Journal of Hospitality Management, 79(December 2018), 50–59. https://doi.org/10.1016/j.ijhm.2018.12.011

Sternberg, R. J. (1986). A triangular theory of love. Psychological Review, 93(2), 119–135. https://doi.org/10.4324/9780203311851

Tabrani, M., Amin, M., & Nizam, A. (2018). Trust, commitment, customer intimacy and customer loyalty in Islamic banking relationships. International Journal of Bank Marketing, 36(5), 823–848. https://doi.org/10.1108/IJBM-03-2017-0054

Veloutsou, C. (2015). Brand evaluation, satisfaction and trust as predictors of brand loyalty: the mediator-moderator effect of brand relationships. Journal of Consumer Marketing, 32(6), 405–421. https://doi.org/10.1108/JCM-02-2014-0878

Widyastuti, R. A. Y. (2020). Riset SEA Insights: 45 persen pengusaha aktif berjualan online. Retrieved Januari 10, 2022, from https://bisnis.tempo.co/read/1360485/riset-sea-insights-45-persen-pengusaha-aktif-berjualan-online

Zakawali, G. (2022). 18 marketplace di Indonesia yang paling banyak dikunjungi. Retrieved Januari 10, 2022, from https://store.sirclo.com/blog/marketplace-di-indonesia/

Zeithaml, A., Berry, L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60, 31–46.

Downloads

Published

2023-04-01

Issue

VOL 12 NO 1 MARCH 2023

Section

Articles

License

JEHCP used CC BY SA for copyright issues. This license lets others remix, tweak, and build upon your work even for commercial purposes, as long as they credit you and license their new creations under identical terms. This license is often compared to copy-free and open-source software licenses. All new works based on yours will carry the same license, so any derivatives will also allow commercial use. This is the license used by Wikipedia and is recommended for materials that would benefit from incorporating content from Wikipedia and similarly licensed projects.