Antecedents of Trust and Its Impact on Loyalty: An Empirical Study on E-Commerce's Customer in Surabaya

This research aimed to analyze the factors that affect e-commerce customer loyalty in Surabaya. Stages of analysis include 1) analyze the effect of ability, communications and vendor integrity variables on trust (trust) e-commerce customers in Surabaya, 2) analyze the effect of ability, communication and vendor integrity variables on the level of e-commerce customer loyalty in Surabaya and 3) analyze the influence of the trust variable on the level of e-commerce customer loyalty in Surabaya. This research was conducted by taking sampling of e-commerce users in Surabaya. The main instrument of data collection was in the form of questionnaire measured in Likert scale. Questionnaires were sent to respondents through mailing lists and interviews. Total respondents were 122 and the data was analyzed using Structural Equation Model (SEM). The result shows that communication and integrity have no significant effect on trust. Furthermore ability and integrity directly have no significant effect on loyalty. Communication and trust directly effect loyalty. Thus, communication and customer trust to vendor have an important influence on e-commerce customer loyalty in Surabaya.