FACTORS INFLUENCING CUSTOMER TRUST MEDIATED BY GUANXI IN E-COMMERCES’ FASHION INDUSTRY

Scherly Hansopaheluwakan, Darren Vinson, Mario Jeremy Gosal

Abstract


In an all-digital era, driven by the rapid development of technology, changing people's lifestyles and behavior in activities. One of them is the activity of buying and selling transactions. Nowadays, people tend to use a digital media platform called e-commerce to do transactions. However, even though the adaptation of e-commerce usage continues to increase, the effect after the Covid-19 experienced by business actors is continuing, causing a relatively high decline in profits. This study aims to find ways for businesses to increase their profits through a marketing approach that is oriented towards consumer trust. This research uses a quantitative descriptive method that adopts the Partial Least Square Structural Equation Model (PLS-SEM) with SmartPLS 4.0 software. The data in this study were obtained through an online questionnaire of 186 e-commerce users who have purchased clothing products, live in the Jakarta and Bogor areas, and are between 17-30 years old. This research period was conducted from January 2024 to March 2024. The findings of this research are that E-Service Quality and Customer Engagement has a direct and indirect effect on Customer Trust. The mediator variable used in this study is Guanxi which is a novelty in this study.


Keywords


E-Commerce; E-Service Quality; Customer Engagement; Guanxi; Customer Trust

Full Text:

PDF

References


Ahdiat, A. (2023). Tren Pengunjung E-Commerce Kuartal III 2023, Shopee Kian Melesat. Https://Databoks.Katadata.Co.Id/, 2023, 2023. Retrieved from https://databoks.katadata.co.id/datapublish/2023/10/11/tren-pengunjung-e-commerce- kuartal-iii-2023-shopee-kian-melesat

An Overview of Electronic Commerce (e-Commerce). (2021). Journal of Contemporary Issues in Business and Government, 27(3).https://doi.org/10.47750/cibg.2021.27.03.090

Anggraini, W., Permatasari, B., & Devita Putri, A. (2023). PENGARUH ONLINE CUSTOMER REVIEW, ONLINE CUSTOMER RATING, DAN KEPERCAYAAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN DI TIKTOK SHOP PADA MASYARAKAT KOTA BANDAR LAMPUNG. Jurnal TECHNOBIZ, 6(2), 2655– 3457.

Anita Tobagus. (2018). PENGARUH E-SERVICE QUALITY TERHADAP E- SATISFACTION PADA PENGGUNA DI SITUS TOKOPEDIA Anita. Suparyanto Dan Rosad (2015, 6(1), 1–10.

APJII. (2022). APJII di Indonesia Digital Outlook 2022. Buletin APJII, (June 2022), 1.

Ariansyah, K., Sirait, E. R. E., Nugroho, B. A., & Suryanegara, M. (2021). Drivers of and barriers to e-commerce adoption in Indonesia: Individuals’ perspectives and the implications. Telecommunications Policy, 45(8). https://doi.org/10.1016/j.telpol.2021.102219

Avania, I. K., & Widodo, A. (2022). Affect of E-Service Quality on E-Customer Loyalty through E-Customers Satisfaction on E-Commerce Shopee. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 5(1), 535–546. Retrieved fromhttps://www.bircu- journal.com/index.php/birci/article/view/3641/pdf

Badan Pusat Statistik. (2022). Badan Pusat Statistik (BPS) 2022. Statistik Indonesia 2022, 1101001, 790. Retrieved from https://www.bps.go.id/publication/2020/04/29/e9011b3155d45d70823c141f/statistik- indonesia-2020.html

Binus University. (2021). Tiga Perhitungan Utama SMART PLS: Algorithm, Bootstrapping, dan Blindfolding. Retrieved fromhttps://accounting.binus.ac.id/2021/11/16/tiga- perhitungan-utama-smart-pls-algorithm-bootstrapping-dan-blindfolding/

Databoks. (2019). 96% Pengguna Internet di Indonesia Pernah Menggunakan E-Commerce. Databoks, (September), 2019. Retrieved from https://databoks.katadata.co.id/datapublish/2019/12/03/96-pengguna-internet-di- indonesia-pernah-gunakan-e-commerce

Felix, A., & Rembulan, G. D. (2023). Analysis of Key Factors for Improved Customer Experience, Engagement, and Loyalty in the E-Commerce Industry in Indonesia. APTISI Transactions on Technopreneurship, 5(2Sp), 196–208. https://doi.org/10.34306/att.v5i2sp.350

Gazzola, P., Pavione, E., Pezzetti, R., & Grechi, D. (2020). Trends in the fashion industry. The perception of sustainability and circular economy: A gender/generation quantitative approach. Sustainability (Switzerland), 12(7), 1–19. https://doi.org/10.3390/su12072809

Ginting, Y. M., Chandra, T., Miran, I., & Yusriadi, Y. (2023). Repurchase intention of e- commerce customers in Indonesia: An overview of the effect of e-service quality, e- word of mouth, customer trust, and customer satisfaction mediation. International Journal of Data and Network Science, 7(1), 329–340. https://doi.org/10.5267/j.ijdns.2022.10.001

Givan, B., Wirawan, R., Andriawan, D., Aisyah, N., Asep, A., & Syah Putra, A. (2021). Effect of Ease and Trustworthiness To Use E-Commerce for Purchasing Goods Online. International Journal of Educational Research &Amp; Social Sciences, 2(2), 277–282. https://doi.org/10.51601/ijersc.v2i2.74

Gu, S., Ślusarczyk, B., Hajizada, S., Kovalyova, I., & Sakhbieva, A. (2021). Impact of the covid-19 pandemic on online consumer purchasing behavior. Journal of Theoretical and Applied Electronic Commerce Research, 16(6), 2263–2281. https://doi.org/10.3390/jtaer16060125

Guo, L., Hu, X., Lu, J., & Ma, L. (2021). Effects of customer trust on engagement in live streaming commerce: mediating role of swift guanxi. Internet Research, 31(5), 1718– 1744.https://doi.org/10.1108/INTR-02-2020-0078

Hansopaheluwakan, S., Arief Elidjen, M., & Utami Tjhin, V. (2022). The Factors Influencing E-Customer Satisfaction and Its Impact on E-Customer Loyalty Moderated by Guanxi in Pandemic Era. Journal of System and Management Sciences, 12(6), 252–263. https://doi.org/10.33168/JSMS.2022.0616

Hidayat, V. R., & Nuzil, N. R. (2023). Pengaruh Customer Experience, E-service Quality dan Customer Engagement terhadap Customer Satisfaction pada Konsumen Mobile Apllication E-commerce Shopee. Mufakat: Jurnal Ekonomi, Manajemen, Dan Bisnis, Vol. 2 No, 131–141. Retrieved from https://jurnal.anfa.co.id/index.php/mufakat/article/view/1073/1045

Internet World Stats. (2023). Internet World Stats. Retrieved from http://www.internetworldstats.com/

Japutra, A., Molinillo, S., Fitri Utami, A., & Adi Ekaputra, I. (2022). Exploring the effect of relative advantage and challenge on customer engagement behavior with mobile commerce applications. Telematics and Informatics, 72. https://doi.org/10.1016/j.tele.2022.101841

Juwaini, A., Chidir, G., Novitasari, D., Iskandar, J., Hutagalung, D., Pramono, T., … Purwanto, A. (2022). The role of customer e-trust, customer e-service quality and customer e- satisfaction on customer e-loyalty. International Journal of Data and Network Science, 6(2), 477–486.https://doi.org/10.5267/j.ijdns.2021.12.006

Kusumawardhani, N., Pramana, R., Saputri, N. S., & Suryadarma, D. (2023). Heterogeneous impact of internet availability on female labor market outcomes in an emerging economy: Evidence from Indonesia. World Development, 164. https://doi.org/10.1016/j.worlddev.2022.106182

Li, L., Li, G., Feng, X., Liu, Z., & Tsai, F. S. (2019). Moderating effect of dynamic environment in the relationship between Guanxi, trust, and repurchase intention of agricultural materials. International Journal of Environmental Research and Public Health, 16(19). https://doi.org/10.3390/ijerph16193773

Lin, Y. H., & Zhang, H. (2023). Impact of contractual governance and guanxi on contractors’ environmental behaviors: The mediating role of trust. Journal of Cleaner Production, 382.https://doi.org/10.1016/j.jclepro.2022.135277

Liu, H., Wang, T. Y., Bernardo, A. B. I., & Shen, H. (2023). Cooperating with Different Types of Strangers: The Influence of Guanxi Perception, Trust, and Responsibility. Behavioral Sciences, 13(6).https://doi.org/10.3390/bs13060473

Liu, M., Xu, J., Li, S., & Wei, M. (2023). Engaging customers with online restaurant community through mutual disclosure amid the COVID-19 pandemic: The roles of customer trust and swift guanxi. Journal of Hospitality and Tourism Management, 56, 124–134.https://doi.org/10.1016/j.jhtm.2023.06.019

Lu, Y., He, Y., & Ke, Y. (2023). The influence of e-commerce live streaming affordance on consumer’s gift-giving and purchase intention. Data Science and Management, 6(1), 13–20.https://doi.org/10.1016/j.dsm.2022.10.002

Martínez-Domínguez, M., & Mora-Rivera, J. (2020). Internet adoption and usage patterns in rural Mexico. Technology in Society, 60. https://doi.org/10.1016/j.techsoc.2019.101226

Nofrialdi, R., Bimas Saputra, E., & Saputra, F. (2023). Pengaruh Internet of Things: Analisis Efektivitas Kerja, Perilaku Individu dan Supply Chain. Jurnal Manajemen Dan Pemasaran Digital, 1(1), 1–13.https://doi.org/10.38035/jmpd.v1i1.17

Purwanto, A. (2022). What Is the role of customer behavior for electronic e-commerce and modern market visit intention ? Journal of Information Systems and Management, 01(06), 46–57.

Qin, F., Zhang, X., Yang, X., & Guo, X. (2024). Livestreaming commerce service quality measurement and its effect on swift guanxi, trust, and repurchase intention. Total Quality Management and Business Excellence. https://doi.org/10.1080/14783363.2024.2331776

Rahmawati, O., & Riyanto, K. (2023). Pengaruh Brand Personality, Brand Love dan Brand Image Terhadap Brand Advocacy. ARBITRASE: Journal of Economics and Accounting, 4(1), 7–12.

Shaikh, A., Banerjee, S., & Singh, B. (2023). The Differential Impact of e-Service Quality’s Dimensions on Trust and Loyalty of Retail Bank Customers in an Emerging Market. Services Marketing Quarterly, 44(2–3), 121–141. https://doi.org/10.1080/15332969.2022.2161811

Shi, S., Mu, R., Lin, L., Chen, Y., Kou, G., & Chen, X. J. (2018). The impact of perceived online service quality on swift guanxi: Implications for customer repurchase intention. Internet Research, 28(2), 432–455.https://doi.org/10.1108/IntR-12-2016-0389

So, K. K. F., King, C., & Sparks, B. (2014). Customer Engagement with Tourism Brands: Scale Development and Validation. Journal of Hospitality and Tourism Research, 38(3), 304–329.https://doi.org/10.1177/1096348012451456

Statista. (2024). Number of users of e-commerce in Indonesia 2019-2028. Retrieved from https://www.statista.com/forecasts/251635/e-commerce-users-in-indonesia

Wu, W. K. (2021). Does traditional guanxi still matter in social commerce: an empirical study in taiwan. Journal of Theoretical and Applied Electronic Commerce Research, 16(3), 377–394.https://doi.org/10.3390/jtaer16030024

Yen, D. A., Abosag, I., Huang, Y. A., & Nguyen, B. (2017). Guanxi GRX (ganqing, renqing, xinren) and conflict management in Sino-US business relationships. Industrial Marketing Management, 66, 103–114. https://doi.org/10.1016/j.indmarman.2017.07.011

ZAID, S., & PATWAYATI, P. (2021). Impact of Customer Experience and Customer Engagement on Satisfaction and Loyalty: A Case Study in Indonesia. Journal of Asian Finance, Economics and Business, 8(4), 983–992. https://doi.org/10.13106/jafeb.2021.vol8.no4.0983

Zhang, M., Sun, L., Qin, F., & Wang, G. A. (2020). E-service quality on live streaming platforms: swift guanxi perspective. Journal of Services Marketing, 35(3), 312–324. https://doi.org/10.1108/JSM-01-2020-0009


Refbacks

  • There are currently no refbacks.


Copyright (c) 2024 Scherly Hansopaheluwakan, Darren Vinson, Mario Jeremy Gosal

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

favicon  Fakultas Ekonomi dan Bisnis | Universitas Pelita Harapan | Kampus Universitas Pelita Harapan | Gedung F Lt. 12 | Lippo Karawaci, Tangerang - 15811 | Telp 021-5460901 | Fax 54210992