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Temuan dari penelitian diharapkan dapat memberikan masukan yang berharga pada pengembangan teori belanja online dan bagi perusahaan yang akan melakukan penjualan secara online. Penelitian ini mencoba untuk menggabungkan penelitian yang dilakukan oleh Wang dan Yang (2008), Eid (2011) dan Campbell (2013). Adapun variabel penelitian yang akan digunakan adalah e-customer loyalty, e- customer satisfaction, e-customer trust, compulsive buying, user interface quality, information quality, perceived security, perceived privacy, dan competent behavior. Rumusan masalah penelitian adalah (1) apakah e-customer loyalty dipengaruhi oleh e- customer satisfaction, e-customer trust, dan compulsive buying, dan (2) apakah e- customer satisfaction dan e-customer trust dipengaruhi user interface quality, information quality, perceived security, perceived privacy, dan competent behavior. Sebanyak 200 kuesioner dibagikan secara purposive kepada masyarakat Yogyakarta yang berusia 15 tahun hingga 30 tahun dan pernah melakukan transaksi online sedikitnya satu kali dalam 6 bulan terakhir. Response rate penelitian ini adalah 100% karena penarikan kuesioner dilakukan saat itu juga sesaat setelah pengisian selesai. Pengujian hipotesis menggunakan alat analisis Structural Equation Modeling (SEM). Hasil penelitian menyatakan bahwa semua hipotesis yang diajukan dapat didukung, sehingga dapat disimpulkan bahwa (1) e-customer loyalty dipengaruhi oleh e-customer satisfaction, e-customer trust, dan compulsive buying, dan (2) e-customer satisfaction dan e-customer trust dipengaruhi oleh user interface quality, information quality, perceived security, perceived privacy, dan competent behavior. This study tries to combine research conducted by Wang and Yang (2008), Eid (2011) and Campbell (2013). Formulation of research problems are: (1) whether the e-customer loyalty is influenced by the e-customer satisfaction, customere-trust, and compulsive buying, and (2) whether the e-customer satisfaction and customer trusteinfluenced user interface quality, information quality, perceived security, perceived privacy, and competent behavior. A total of 200 questionnaires were distributed to the people of Yogyakarta purposive lyaged 15 years to 30 year sand never done an online transaction at least oncein thelast 6 months. Hypothesis testing using analytical tools. Structural Equation Modeling (SEM). The study states that all proposed hypothesis can be supported, so itcanbe concluded that (1) e-customer loyalty is influenced by the e- customer satisfaction, customere-trust, and compulsive buying, and (2) the e-customer satisfaction ande-customer trustis influencedbythe user interfacequality, information quality, perceived security, perceived privacy, andcompetentbehavior.

PENGARUH FAKTOR-FAKTOR ANTESEDEN E-CUSTOMER SATISFACTION, E-CUSTOMER TRUST DAN COMPULSIVE BUYING PADA PEMBENTUKKAN E-CUSTOMER LOYALTY