Analyzing Factors Affecting Loyalty and Decisions to Open an Online Store of Indonesian Sellers through Marketplace (Case Study of Fashion Product Sellers in E-Commerce Lazada Indonesia)

Business actors can now market their items on a variety of channels thanks to technological advancements. Lazada is one of them. The software provides a platform for sellers to connect with their ideal clients. In 2018, Lazada is expected to face a drop. In truth, the e-commerce industry has always grown, particularly since the COVID-19 pandemic. Lazada is a well-known e-commerce company that frequently competes with other major players such as Shopee, Tokopedia, and others. Despite fierce competition, Lazada has managed to stay afloat thus far by focusing on transaction prices and delivery services. Through this, the goal of this study was to see how transaction prices and delivery service affected customer loyalty and sales decisions. A survey is utilized as a quantitative method. Structural equation modeling is the data analysis technique that was used. The findings reveal that transaction prices and service quality have a favorable and considerable impact on customer loyalty and decision to open.Transaction costs and delivery service will be the main factors that are considered by sellers before deciding to open a store at Lazada and give their commitment to be loyal.