As e-commerce and online retail are becoming widely known, while
product, price, and place no longer becoming a competitive advantage. It is important
for an individual or a company to be more aware toward its online customer
experience. This research has the purpose to know: (l) The impact of online customer
experience towards customer satisfaction of Zalora Indonesia; (2) The impact of
customer satisfaction towards customer loyalty of Zalora Indonesia; (3) Whether
customer satisfaction mediates the relationship between online customer experience
and customer loyalty of Zalora Indonesia.
This research uses simple random sampling method. The researchers have
gathered 117 responses which fulfill the criteria. The data has passed the reliability,
validity and classic assumption test prior to regression test and mediation analysis.
There are several findings from this research. Online Customer Experience
has significant impact toward Customer Satisfaction of Zalora Indonesia, Customer
Satisfaction has significant impact of Customer Loyalty of Zalora Indonesia, and
Customer Satisfaction mediates the relationship between Online Customer
Experience and Customer Loyalty of Zalora Indonesia.