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The Influences of Website Design on Formation of E-Trust, E-Satisfaction and E-Loyalty of Bukalapak.com Consumers: Relationship Marketing Revisited

The development of online business has encouraged companies to interact intensively with their customers. The website represents a frontline employee who is considered to influence consumer loyalty by its design. Unfortunately, researchers who investigate how the actual role of website design shapes loyalty is still rare. This research tries to fill this void. Furthermore, this study examines the effect of website design on three dependent variables, namely e-trust, e-satisfaction, and eloyalty. The mediation role test carried out simultaneously on e-trust and e-satisfaction. The sample criteria were consumer who filling out an online questionnaire within a maximum of 6 months after they shop. The analysis tool for measuring variables and hypothesis testing was Structural Equation Modelling. Findings, website design influenced consumer loyalty at www.bukalapak.com with mediation through e-trust and e-satisfaction. There was no support for the direct influences of website design on e-Loyalty. Definitely website design has a crucial role in this context. To apply these findings, future studies need to explain respondents' profiles and their choices on items in website design variables empirically and precisely with the RASCH model. Keywords—website design, e-trust, e-satisfaction, eloyalty, Human-Computer Interaction, RASCH