WEBSITE USABILITY, SATISFACTION, LOYALTY, SECURITY PERCEPTION, TRUST AND WORD OF MOUTH IN E-COMMERCE BUSINESS

Abstract

The explosive growth of the e-commerce nowdays, especially in Indonesia, is
continuously increasing the competitiveness between the e-commerce agents involved in it. The
appearance of the internet reduced the search costs and provided the high flowof information
obtained by the consumer, made it more difficult to increase the consumerloyaltyin an online
business. Word-of-mouthis regarded as a powerful tool for advancementof the competitive
advantage in e-commerceaimed by marketing managers. Due to this issue, this research
analyzes the role of website usability, satisfaction, loyalty, security perception and trust in
developing positive word-of-mouth in e-commerce business. It was foundthat website usability
had a significant positive effect on customer satisfaction and security perception, while
consumer satisfactionoffered a significant positive effect on loyalty and positive word-of-mouth.
It also was found that security perception builtpositive effect to trust significantly. The trust it
self, had the role on increasing the consumer loyalty value, unfortunately it was not
thesignificant one. And as expected, loyalty was significantly related to positive word-of-mouth.
In addition, customer satisfaction, website usability and loyalty was found to be the top three
factors whichcontributed biggest number of the total effect on the role to increasing the positive
word-of-mouth in e-commerce. For further, several conclusions, managerial implications and
possibilities for future research are arise.

Keywords : website usability, satisfaction, loyalty, security perception, trust, word of mouth,
e-commerce