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Original research THE EFFECT OF TRUST AND CONSUMER EXPERIENCE ON LOYALTY THROUGH CONSUMER SATISFACTION IN FASHION PRODUCTS ON LAZADA INDONESIAPages 47-50
Abstract
This explanatory research aims to examine and discuss the influence of trust and consumer experience on loyalty through consumer satisfaction in fashion products on Lazada using nonprobability sampling techniques with purposive sampling methods. The sample size used in the study is 250 respondents. The primary data source is obtained by distributing online questionnaires to respondents who are consumers of fashion products in Lazada, Indonesia. Data analysis methods use path analysis with the Statistical Program For Social Science (SPSS). The results show that trust significantly influences satisfaction. Consumer experience significantly influences consumer satisfaction. Consumer satisfaction significantly influences loyalty. Trust significantly influences loyalty. Consumer experience significantly influences loyalty. Trust significantly influences loyalty through consumer satisfaction. Consumer experience significantly influences loyalty through consumer satisfaction.
Keywords: Trust, Consumer Experience, Loyalty, Consumer Satisfaction.
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Diah Yulisetiarini, 
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