Digital Customer Experience and Online Review Credibility as Drivers of Customer Loyalty among SMEs on Marketplace Platforms

Erna Susanti; Zulwida Rahmayeni; Feny Lestari; Hari Sriwiyajanti

doi:10.30640/jmcbus.v4i3.6874

Authors

Erna Susanti Universitas Putra Indonesia YPTK Padang
Zulwida Rahmayeni Universitas Putra Indonesia YPTK Padang
Feny Lestari Universitas Islam Negeri Bukittinggi
Hari Sriwiyajanti Universitas Putra Indonesia YPTK Padang

DOI:

https://doi.org/10.30640/jmcbus.v4i3.6874

Keywords:

Customer Loyalty, Digital Customer Experience, Marketplace, Online Review Credibility, SMEs

Abstract

This study examines the influence of Digital Customer Experience and Online Review Credibility on Customer Loyalty toward SMEs on marketplace platforms. The research is based on the growing role of marketplaces as marketing channels for SMEs and the importance of digital interaction and customer reviews in shaping repurchase behavior. Customers evaluate not only price and product quality, but also navigation, information clarity, seller responsiveness, transaction security, delivery convenience, and review trustworthiness. Using a quantitative explanatory approach, data were collected through surveys of customers who purchased SME products on marketplaces and read online reviews before buying. The data were analyzed using Structural Equation Modeling-Partial Least Squares to test validity, reliability, and variable relationships. The findings show that Digital Customer Experience positively and significantly affects Customer Loyalty, with a path coefficient of 0.512, t-value of 8.734, and p-value of 0.000. Online Review Credibility also has a positive and significant effect, with a path coefficient of 0.347, t-value of 5.968, and p-value of 0.000. Thus, improving digital experience and review credibility strengthens customer loyalty and long-term customer relationships in competitive SME marketplace environments.

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