Role of Transactional Quality and Relational Quality to Customer E-Loyalty in Marketplace C2C in Indonesia

Marketplace C2C business model is one of the online business models with very high opportunity but has a very high risk too. This is because the business model of marketplace C2C has a high competitive level, both from competitors with the same business model as well as the different business models such as online stores on social media, e-commerce B2C, and so on. Customer loyalty is becoming one of the things that play an important role in the success of the marketplace C2C business model. This study uses a model which states that the transactional quality and relational quality have a significant influence on customer e-loyalty. This study measures customer ratings to shop online through the site marketplace C2C with variable Perceived Value, Customer Satisfaction, Customer Commitment, Word of Mouth, and Repurchase Intention, and evaluates the influence between these variables. The subject of this research were 420 respondents who are Indonesian people having done shopping online through sites marketplace C2C. Data were analyzed using structural equation modeling Partial Least Square (SEM PLS) with software SmartPLS 3.0. Based on the evaluation of the influence between variables, we know that the influence of the independent variables on the dependent variable E-loyalty is 55.90