DETERMINANTS OF TRUST AND CUSTOMER LOYALTY ON C2C E-MARKETPLACE IN INDONESIA

Stakeholders in C2C e-marketplace in order to optimize the category of groceries. One way to do this is through customer equity management. Therefore, it is very important to conduct research on the analysis of customer equity, customer loyalty in the context of c2c e-marketplace in Indonesia (study in the product groceries category) which aims to partially determine the effect of brand equity, value equity and relationship equity on trust and customer loyalty and the influence of trust on customer loyalty. The design of this study uses an explanatory approach. The data analysis technique uses structural equation model (SEM) and sampling is limited to certain criteria (purposive sampling). This study used 200 respondents. The results of this study show that there is a partial influence of brand equity and value equity on constructs of trust and customer loyalty. Meanwhile, relationship equity has a direct effect on trust, but not on customer loyalty. Trust affects consumer loyalty. Companies must focus on rewarding systems through cash back reward programs, virtual loyalty cards, incentive programs, and virtual communities that have been proven to be able to increase customer loyalty.