CUSTOMER LOYALTY TOWARD DOMESTIC GOODS ON THE E-MARKETPLACES IN COVID-19 PANDEMIC

Abstract

The outbreak of the Covid-19 pandemic has made customers worry about the spread of the disease as they buy the goods from international online store, as well as international freight has become more difficult. Consequently, customers have tended to switch to domestic goods from e-marketplaces. This study evaluated the effects of trust, ethnocentrism, service quality, perceived risk on customer loyalty toward domestic goods as shopping online on e-marketplaces. This research employed a mixed research method to achieve the research objectives. The results pointed out that trust, ethnocentrism, and service quality positively impact customer loyalty. Meanwhile, perceived risk negatively affects customer loyalty to domestic products in the e-marketplaces in the Covid-19 pandemic. Some managerial implications were proposed based on the research results to increase customer loyalty toward domestic goods, which were sold on the e-marketplaces in the Covid-19 pandemic.