Product Brokering Efficiency as a mediator of Online Product Recommendation and Customer Loyalty

https://doi.org/10.22146/jpsi.64138

Felisa Lilian(1), Honey Wahyuni Sugiharto Elgeka(2*), V Heru Hariyanto(3)

(1) Faculty Of Psychology, Universitas Surabaya
(2) Faculty Of Psychology, Universitas Surabaya
(3) Faculty Of Psychology, Universitas Surabaya
(*) Corresponding Author

Abstract


Marketing strategies in e-commerce have a main goal, that is to pursue customer loyalty. Sociolla is an e-commerce company that sells cosmetic products and has a recommendation feature to make it easier for customers during the shopping process. These recommendations can trigger customer satisfaction and generate loyalty. The purpose of this study was to examine the correlation between online product recommendation and customer loyalty with product brokering efficiency as a mediator. 179 Sociolla customers were recruited in this study using convenience sampling. The data were analyzed using the SPSS-Process Hayes model 4. Results showed that perceived decision quality acts as a mediator in the relationship between enablers and customer loyalty (β = .20, [ .13; .27]). It can be concluded that recommendations that are comprehensive, clear, and meet the customer needs will make it easier for customers to make purchasing decisions, which ultimately leads the customers to form loyalty toward the products.

Keywords


customer loyalty; online product recommendations; product brokering efficiency.

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DOI: https://doi.org/10.22146/jpsi.64138

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