Winning the Regional Digital Market: How Trust and Attitude Mediate the Effect of E-Commerce Attributes on Consumer Loyalty

This study investigates the psychological mechanisms driving e-commerce consumer behavior by integrating the Stimulus-Organism-Response (S-O-R) framework and the Theory of Planned Behavior. Specifically, it examines the effect of perceived convenience and perceived value on repurchase intention, mediated by customer trust and customer attitude, among Lazada users in Banda Aceh, Indonesia. A quantitative research design was employed, collecting primary data from 190 respondents through a structured questionnaire. The structural relationships were evaluated using Structural Equation Modeling (SEM). The structural model demonstrated robust predictive power, successfully explaining 64.7% of the variance in repurchase intention. Statistical findings revealed that perceived convenience significantly and directly influences customer trust (O = 0.638, p = 0.000) and repurchase intention (O = 0.192, p = 0.022). Perceived value exerted the strongest structural effect in the model on customer attitude (O = 0.701, p = 0.000). Both customer attitude (O = 0.509, p = 0.000) and customer trust (O = 0.222, p = 0.009) significantly predicted repurchase intention. Crucially, the direct path from perceived value to repurchase intention was rejected (O = -0.026, p = 0.781). This proves that customer attitude fully mediates the relationship between perceived value and repurchase intention, whereas customer trust partially mediates the impact of perceived convenience. Ultimately, e-commerce platforms must prioritize translating economic value into positive psychological attitudes and ensuring seamless digital convenience to build trust and sustain long-term consumer loyalty.

Repurchase Intention, Perceived Value, Perceived Convenience, Customer Trust, Customer Attitude

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