Building Customer Loyalty Through Customer Satisfaction that Influenced by Promotion, Trust and Perceived Ease of Use

ABSTRACT: The growth of e-commerce in Indonesia has increased significantly from year to year and made alot of e-commerce options to choose. It causes the disloyal of the consumers in Indonesia and becomes thechallenge for each industry to maintain their customer by creating a good experience. Promotion, trust andperceived ease of use are essential in creating experience and customer satisfaction. The aim of this study was toexplain the role of promotion, trust, perceived ease of use in building customer loyalty through customersatisfaction. This study was conducted in Denpasar City with a total sample of 160 respondents as Tokopediaactive users. The sample was determined using a non-probability sampling method, namely the purposivesampling technique. The data analysis techniques utilized were the path analysis and sobel test using the SPSSprogram for windows. The research results showed that promotion, trust and perceived ease of use had apositive and significant impact on customer satisfaction, trust and customer satisfaction also had a positive andsignificant impact on customer loyalty, but promotion and perceived ease of use had no significant impact oncustomer loyalty. As a mediation variable, the result also showed that customer satisfaction successfullymediated the relationship between promotion, trust and perceived ease of use with customer loyalty. From theimplications of this study, it is recommended for Tokopedia to stimulate their customer loyalty, especially inDenpasar City, by maintaining their promotion, trust and perceived ease of use to get customer satisfaction.

Keywords: Promotion, trust, perceived ease of use, customer satisfaction, customer loyalty