Abstract:
This study aims to analyze the influence of online customer review and online
customer experience on customer loyalty through customer trust as an intervening
variable for Kahf products on the Shopee app (case study in the community in
Medan City). The research method used is a quantitative approach with an
associative research type. Data were collected through distributing questionnaires
to respondents and analyzed using a structural equation model (SEM) based on
Partial Least Square (PLS). The results show that online customer reviews and
online customer experience have a significant effect on customer loyalty and
customer trust. However, customer trust does not have a significant effect on
customer loyalty and is unable to mediate the relationship between variables. This
indicates that customer loyalty is more directly influenced by the experience and
tangible benefits perceived by consumers than by the formation of trust. These
findings emphasize the importance of the quality of online review and consistent
digital experiences in maintaining customer loyalty, as these two factors are the
main sources of the formation of consumer value perceptions.
