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Abstract:
Based on research We Are Social and Hootsuite 2017 Internet users in Indonesia grew 51% within a one year which make Indonesia is a country that experienced a boom of internet users. During 2017, the most consumer complaints to the Indonesian Consumers Foundation is the online shopping transactions. In this research, the sampling method used is nonprobability sampling with judgment sampling technique along with 200 respondents who have been doing shopping online. Data collection was done using questionnaire, while the data analysis is using path analysis and processed with SPSS version 21. The results showed the easiness in shopping and quality of products have significant effect on customer satisfaction while the trust did not have significant effect on customer satisfaction. Easiness in shopping, product quality and customer satisfaction also have significant positive effect on consumer loyalty while the trust did not have significant effect on consumer loyalty. The result of this research also shows that easiness in shopping, product quality has not directly influenced the consumer loyalty and through consumer satisfaction as mediating variable.
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