Customer Loyalty in Marketplace: Structural Equation Modeling Analysis

The rapid development of the three business models, namely online stores via social media, e-commerce with the Consumer to Consumer concept, and e-commerce with the Business to Consumer concept, caused a high level of competition so owners must know and fulfil customer wishes. This challenge was certainly not easy, e-commerce owners provided the best service by maintaining the quality of the website especially security factor to convince visitors so that they gain trust and develop into customer loyalty. This research aimed to analyze the effect of website security on customer loyalty with trust as Shopee web moderation variable. Primary data collection technique used in this study is by spreading questionnaires to the student respondents of the ITB STIKOM Bali information system study program. The data analysis method used Structural Equation Model. Based on the results of the analysis that has been obtained, it is discovered that the web security had a significant effect on the customer trust, the web security had a significant effect on the customer loyalty, and the customer trust variable did not have a significant effect on the customer loyalty variable on the Shopee website. The results of this research were considered by Shopee's management to pay attention to the variables of web security and customer trust that can-shaped customer loyalty so that later the company's goals will be achieved.