CONSEQUENCES OF ACCES CONVENIENCE AND SEARCH CONVENIENCE: ON E-COMMERCE APPLICATIONS

Abstract

This research aims to analyze the positive influence of search convenience and access convenience on customer satisfaction and the positive influence of customer satisfaction on customer loyalty. The unit of analysis used in this research is individuals who have made purchases through e-commerce applications such as Tokopedia, Shoppe, Lazada, Blibli, and Bukalapak. At least 4 purchases have been made through the e-commerce application in the last 3 months. This research uses a cross-sectional time dimension, which means data is collected only once, perhaps over several days, weeks or months to answer research questions. The analytical tool used is the structural equation model (SEM).