Nur Rizqi Febriandika, - and Afifah Nur Millatina, - and Luthfiyatillah, - and Sri Herianingrum, - (2020) Customer E-Loyalty of Muslim Millennials in Indonesia: Integrated Model of Trust, User Experience and Branding in E-Commerce Webstore. IC4E 2020: 2020 the 11th International Conference on E-Education, E-Business, E-Management, and E-Learning. pp. 369-376. ISSN 978-1-4503-7294-7

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Abstract

Muslims have unique characters which are closely related to their religious background. With the high growth of e-commerce in Indonesia, it is important to study Muslim market segments where Indonesia itself is a country with the largest Muslim population in the World. The progress of the halal financial industry and business also triggers the e-commerce development among Muslim Millennials. Muslim Millennials will become the main market and the largest customer segment In Indonesia since one-third of its population is dominated by millennials. The aim of this research is to develop and test a comprehensive model that explains how Muslim Millennials develop loyalty to online shopping websites (e-commerce). To test the research model, the online survey was distributed to a random sample of highly educated Muslim Millennials. The results found that positive online experience (flow) is the most important antecedent of e-loyalty in e-commerce websites for Muslim Millennials. Brand equity is also a key precursor of e-loyalty. However, trust is not a significant precursor of e-loyalty for Muslim Millennials in Indonesia.

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