THE INFLUENCE 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)

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.