The Influence Of Electronic Word Of Mouth (E-Wom) And Consumer Trust On Consumer Loyalty To Shopeefood Services In Bandar Lampung City

Dhayu Mega Putra; Dorothy Rouly Haratua pandjaitan; E. Angga Febrian

doi:10.63922/ijebir.v5i03.3483

Dhayu Mega Putra Department of Management, Faculty of Economics and Business, Universitas Lampung, Indonesia.
Dorothy Rouly Haratua pandjaitan Department of Management, Faculty of Economics and Business, Universitas Lampung, Indonesia.
E. Angga Febrian Department of Management, Faculty of Economics and Business, Universitas Lampung, Indonesia.

DOI: https://doi.org/10.63922/ijebir.v5i03.3483

Keywords: E-WOM, trust, loyalty, ShopeeFood, SEM

Abstract

This study aims to analyze the effect of electronic word of mouth (E-WOM) and trust on user loyalty of ShopeeFood in Bandar Lampung. This research uses a quantitative approach with a survey method through questionnaires distributed to respondents who are ShopeeFood users. The sampling technique applied is purposive sampling with a total of 300 respondents. Data analysis is conducted using the Structural Equation Model (SEM) with PLS software. The results show that electronic word of mouth (E-WOM) has a positive and significant effect on user loyalty. In addition, trust is also found to have a positive and significant effect on loyalty. These findings indicate that the higher the intensity of online reviews and the level of consumer trust in the service, the higher the user loyalty in using ShopeeFood. This study implies that companies need to pay attention to the quality of customer reviews and maintain user trust in order to enhance loyalty. The limitations of this study lie in its limited geographical scope and variables used; therefore, future research is suggested to expand the research object and include additional relevant variables.

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