Product Brokering Efficiency as a mediator of Online Product Recommendation and Customer Loyalty

Bibliographic Data

ID21484293
AuthorsFelisa Lilian (University of Surabaya), Honey Wahyuni Sugiharto Elgeka (0000-0002-0875-1613, University of Surabaya), V Heru Hariyanto (University of Surabaya)
Year2021
Volume48
Issue3
Pages214
Publication date2021-12-24
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueJurnal Psikologi (JOURNAL)
Journal identifiersISSN: 0215-8884 • E-ISSN: 2460-867X
PublisherUniversitas Gadjah Mada (PUBLISHER)
DOI10.22146/jpsi.64138
OpenAlexW4205669377
LanguageEN
References cited9

Marketing strategies in e-commerce have a main goal, that is to pursue customer loyalty. Sociolla is an e-commerce company that sells cosmetic products and has a recommendation feature to make it easier for customers during the shopping process. These recommendations can trigger customer satisfaction and generate loyalty. The purpose of this study was to examine the correlation between online product recommendation and customer loyalty with product brokering efficiency as a mediator. 179 Sociolla customers were recruited in this study using convenience sampling. The data were analyzed using the SPSS-Process Hayes model 4. Results showed that perceived decision quality acts as a mediator in the relationship between enablers and customer loyalty (β = .20, [ .13; .27]). It can be concluded that recommendations that are comprehensive, clear, and meet the customer needs will make it easier for customers to make purchasing decisions, which ultimately leads the customers to form loyalty toward the products

Advertising · Business · Customer advocacy · Customer delight · Customer intelligence · Customer retention · Customer satisfaction · Loyalty · Loyalty business model · Purchasing · Service quality · Computer Science · Consumer Behavior and Marketing Influence · Mathematics · SMEs Development and Digital Marketing · Marketing

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