Measuring Millennials Loyalty Through Affective and Cognitive Online Experience: Mediating Role of Customer Satisfaction
Article Sidebar
Published:
Nov 7, 2021
Keywords:
Affective Online Experience, Cognitive Online Experience, Customer Satisfaction, Customer Loyalty, E-commerce
Section
Computer Science
Statistics Article
Article View : 162 Times
Main Article Content
Abstract
This paper aims to find out the direct effects of affective and cognitive OE on customer loyalty, and indirect effect through mediating role of customer satisfaction. By using the technique of purposive sampling to online questionnaires, and as many as 126 millennial groups were involved as respondents. We found that the direct effects of cognitive and affective OE significant and positively affects customer satisfaction and loyalty, while mediating roles of customer satisfaction, only to the relationship between affective OE and customer loyalty as expectation, while to the cognitive OE and customer loyalty unexpected
Downloads
Download data is not yet available.
Article Details
How to Cite
Qadri, A. A. and Yeni, Y. H. (2021) “Measuring Millennials Loyalty Through Affective and Cognitive Online Experience: Mediating Role of Customer Satisfaction ”, Jurnal Mantik, 5(3), pp. 1833-1842. Available at: https://iocscience.org/ejournal/index.php/mantik/article/view/1776 (Accessed: 19April2026).
References
Al-Debei, M. M., Akroush, M. N., & Ashouri, M. I. (2015). Consumer attitudes towards online shopping: The effects of trust, perceived benefits, and perceived web quality. Internet Research, 25(5), 707–733. https://doi.org/10.1108/IntR-05-2014-0146
Alnawas, I., & Aburub, F. (2016). The effect of benefits generated from interacting with branded mobile apps on consumer satisfaction and purchase intentions. Journal of Retailing and Consumer Services, 31, 313–322. https://doi.org/10.1016/j.jretconser.2016.04.004
Chetioui, Y., & Lebdaoui, H. (2020). Factors influencing consumer attitudes toward online shopping?: the mediating effect of trust. EuroMed Journal of Business, 2(10), 1450–2194. https://doi.org/10.1108/EMJB-05-2020-0046
Desara, T., Verinita, V., Maruf, M., & Hidayat, T. (2021). Enhancing Repurchase Intention in Retail?: the Role of Customer Satisfaction , Service Quality , and Product Assortment. Enrichment Journal of Management, 12(1), 325–329.
Eid, M. I. (2011). Determinants of e-commerce customer satisfaction, trust, and loyalty in Saudi Arabia. Journal of Electronic Commerce Research, 12(1), 78–93.
Farida, I. (2019). Pengaruh Cognitive dan Affective Online Shopping Experience Terhadap E-loyalty Pada Generasi Millennial. Economic Research-Ekonomska Istrazivanja, 12(2), 253–268.
Farida, I., & Roesman, R. R. (2019). Pengaruh Cognitive Dan Affective Online Shopping Experience Terhadap E-Loyalty Pada Generasi Millenial Yang Berbelanja Di Situs Belanja Online. Jurnal Manajemen Dan Pemasaran Jasa, 12(2), 253. https://doi.org/10.25105/jmpj.v12i2.4714
Gotteland, D., Shock, J., & Sarin, S. (2020). Strategic orientations , marketing proactivity and firm market performance. Industrial Marketing Management, October 2016, 1–11. https://doi.org/10.1016/j.indmarman.2020.03.012
Hair, Joe F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121. https://doi.org/10.1108/EBR-10-2013-0128
Hair, Joseph F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (Seventh). Pearson Prentice Hall.
Hidayat, T., Fahmy, R., Sari, D. K., Mergeresa, F., & Fernando, Y. (2021). COVID 19 Outbreak Effect on Leadership, Job Satisfaction, And Turnover Intention: A Mediating Model of Indonesian Banking Sector. International Journal of Industrial Management, 10(1), 113–128. https://doi.org/10.1.2021.6011
Hussain, R. (2016). The mediating role of customer satisfaction: evidence from the airline industry. Asia Pacific Journal of Marketing and Logistics, 28(2), 234–255. https://doi.org/10.1108/APJML-01-2015-0001
Hwang, S. Y., & Kim, S. (2018). Does mIM experience affect satisfaction with and loyalty toward O2O services? Computers in Human Behavior, 82, 70–80. https://doi.org/10.1016/j.chb.2017.12.044
Jay, B. A., Kandampully, A., & Zhang, C. (2016). Towards a unified customer experience in online shopping environments: antecedents and outcomes. International Journal of Quality and Service Sciences, 8(1).
Jin, Y., Osman, A., Nizam, S., & Rahim, A. (2016). Factors Influencing Online Shopping Behavior?: The Mediating Role of Purchase Intention. Procedia Economics and Finance, 35(October 2015), 401–410. https://doi.org/10.1016/S2212-5671(16)00050-2
Kone?nik Ruzzier, M., Ruzzier, M., & Hisrich, R. (2014). Value, satisfaction and customer loyalty. Marketing for Entrepreneurs and SMEs, November, 21–36. https://doi.org/10.4337/9781781955970.00008
Molinillo, S., Navarro-garcía, A., Anaya-sánchez, R., & Japutra, A. (2019). The impact of affective and cognitive app experiences on loyalty towards retailers. Journal of Retailing and Consumer Services, April, 101948. https://doi.org/10.1016/j.jretconser.2019.101948
Niu, Y., Deng, F., & Hao, A. W. (2020). Effect of entrepreneurial orientation , collectivistic orientation and swift Guanxi with suppliers on market performance?: A study of e-commerce enterprises. Industrial Marketing Management, 8(8), 35–46. https://doi.org/10.1016/j.indmarman.2020.04.020
Pandey, S., Chawla, D., & Venkatesh, U. (2015). Online Shopper Segmentation Based on Lifestyles: An Exploratory Study in India. Journal of Internet Commerce, 14(1), 21–41. https://doi.org/10.1080/15332861.2015.1006516
Pantano, E., & Priporas, C. (2016a). Computers in Human Behavior The effect of mobile retailing on consumers ’ purchasing experiences?: A dynamic perspective. Computers in Human Behavior, 61, 548–555. https://doi.org/10.1016/j.chb.2016.03.071
Pantano, E., & Priporas, C. V. (2016b). The effect of mobile retailing on consumers’ purchasing experiences: A dynamic perspective. Computers in Human Behavior, 61, 548–555. https://doi.org/10.1016/j.chb.2016.03.071
Pratama, Z. P., Sari, D. K., Games, D., & Hidayat, T. (2021). Covid 19 Pandemic?: Enhancing Customer Loyalty To Traditional Market Existence. Enrichment: Journal of Management, 12(1), 152–157.
Rose, S., Clark, M., Samouel, P., & Hair, N. (2012). Online Customer Experience in e-Retailing?: An empirical model of Antecedents and Outcomes. Journal of Retailing, 88(2), 308–322. https://doi.org/10.1016/j.jretai.2012.03.001
Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill-Building Approach, 6th Edition.
Shin, D. H. (2015). Effect of the customer experience on satisfaction with smartphones: Assessing smart satisfaction index with partial least squares. Telecommunications Policy, 39(8), 627–641. https://doi.org/10.1016/j.telpol.2014.10.001
Suhud, U., Allan, M., Wibowo, S. F., & Sabrina, E. (2020). Measuring customer satisfaction of a café and coffee shop colony at a traditional market. Journal of Foodservice Business Research, 23(1), 78–94. https://doi.org/10.1080/15378020.2019.1686897
Svatosova, V. (2013). Motivation of Online Buyer Behavior. Journal of Competitiveness. https://doi.org/10.7441/joc.2013.03.02
Tomas M. Hult, Sarstedt, M., & Ringle, C. M. (2015). A primer on partial least squares structural equation modeling (PLS-SEM). International Journal of Research & Method in Education, 38(2), 220–221. https://doi.org/10.1080/1743727x.2015.1005806
Usmed, D. C., Syafrizal, S., Alfitman, A., Yuliani, F., & Hidayat, T. (2021). Customer Loyalty Research?: The Cases of Existing E-Commerce Platforms. Enrichment: Journal of Management, 12(1), 499–504.
Wibowo, R. (2015). Kesuksesan E-commerce (OnlineShopping) Melalui Trust Dan Customer Loyalty. Ekonomi Bisnis, 20(1), 8–15.
Widodo, T., & Qurniawati, R. S. (2016). Pengaruh Ketergantungan Pada Smartphone dan Sikap Terhadap Perilaku Pembelian Online Pada Mahasiswa. Among Makarti, 9(18), 99–122.
Yolandari, N. L. D., & Kusumadewi, N. M. W. (2018). Pengaruh Pengalaman Pelanggan dan Kepercayaan Terhadap Niat Beli Ulang Melalui Kepuasan Pelanggan (Studi Pada Situs Online Berrybenka.com). E-Jurnal Manajemen Universitas Udayana, 7(10), 5343. https://doi.org/10.24843/ejmunud.2018.v07.i10.p06
Yosephine Simanjuntak, D. C., & Purba, P. Y. (2020). Peran Mediasi Customer Satisfaction dalam Customer Experience Dan Loyalitas Pelanggan. Jurnal Bisnis Dan Manajemen, 7(2), 171–184. https://doi.org/10.26905/jbm.v7i2.4795
Yuliani, F., Syahrul, L., Lukito, H., & Hidayat, T. (2021). Affective Commitment in Questions?; Does LMX , POS , and Job Satisfaction being Answer?? Enrichment: Journal of Management, 12(1), 120–125.
Alnawas, I., & Aburub, F. (2016). The effect of benefits generated from interacting with branded mobile apps on consumer satisfaction and purchase intentions. Journal of Retailing and Consumer Services, 31, 313–322. https://doi.org/10.1016/j.jretconser.2016.04.004
Chetioui, Y., & Lebdaoui, H. (2020). Factors influencing consumer attitudes toward online shopping?: the mediating effect of trust. EuroMed Journal of Business, 2(10), 1450–2194. https://doi.org/10.1108/EMJB-05-2020-0046
Desara, T., Verinita, V., Maruf, M., & Hidayat, T. (2021). Enhancing Repurchase Intention in Retail?: the Role of Customer Satisfaction , Service Quality , and Product Assortment. Enrichment Journal of Management, 12(1), 325–329.
Eid, M. I. (2011). Determinants of e-commerce customer satisfaction, trust, and loyalty in Saudi Arabia. Journal of Electronic Commerce Research, 12(1), 78–93.
Farida, I. (2019). Pengaruh Cognitive dan Affective Online Shopping Experience Terhadap E-loyalty Pada Generasi Millennial. Economic Research-Ekonomska Istrazivanja, 12(2), 253–268.
Farida, I., & Roesman, R. R. (2019). Pengaruh Cognitive Dan Affective Online Shopping Experience Terhadap E-Loyalty Pada Generasi Millenial Yang Berbelanja Di Situs Belanja Online. Jurnal Manajemen Dan Pemasaran Jasa, 12(2), 253. https://doi.org/10.25105/jmpj.v12i2.4714
Gotteland, D., Shock, J., & Sarin, S. (2020). Strategic orientations , marketing proactivity and firm market performance. Industrial Marketing Management, October 2016, 1–11. https://doi.org/10.1016/j.indmarman.2020.03.012
Hair, Joe F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121. https://doi.org/10.1108/EBR-10-2013-0128
Hair, Joseph F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (Seventh). Pearson Prentice Hall.
Hidayat, T., Fahmy, R., Sari, D. K., Mergeresa, F., & Fernando, Y. (2021). COVID 19 Outbreak Effect on Leadership, Job Satisfaction, And Turnover Intention: A Mediating Model of Indonesian Banking Sector. International Journal of Industrial Management, 10(1), 113–128. https://doi.org/10.1.2021.6011
Hussain, R. (2016). The mediating role of customer satisfaction: evidence from the airline industry. Asia Pacific Journal of Marketing and Logistics, 28(2), 234–255. https://doi.org/10.1108/APJML-01-2015-0001
Hwang, S. Y., & Kim, S. (2018). Does mIM experience affect satisfaction with and loyalty toward O2O services? Computers in Human Behavior, 82, 70–80. https://doi.org/10.1016/j.chb.2017.12.044
Jay, B. A., Kandampully, A., & Zhang, C. (2016). Towards a unified customer experience in online shopping environments: antecedents and outcomes. International Journal of Quality and Service Sciences, 8(1).
Jin, Y., Osman, A., Nizam, S., & Rahim, A. (2016). Factors Influencing Online Shopping Behavior?: The Mediating Role of Purchase Intention. Procedia Economics and Finance, 35(October 2015), 401–410. https://doi.org/10.1016/S2212-5671(16)00050-2
Kone?nik Ruzzier, M., Ruzzier, M., & Hisrich, R. (2014). Value, satisfaction and customer loyalty. Marketing for Entrepreneurs and SMEs, November, 21–36. https://doi.org/10.4337/9781781955970.00008
Molinillo, S., Navarro-garcía, A., Anaya-sánchez, R., & Japutra, A. (2019). The impact of affective and cognitive app experiences on loyalty towards retailers. Journal of Retailing and Consumer Services, April, 101948. https://doi.org/10.1016/j.jretconser.2019.101948
Niu, Y., Deng, F., & Hao, A. W. (2020). Effect of entrepreneurial orientation , collectivistic orientation and swift Guanxi with suppliers on market performance?: A study of e-commerce enterprises. Industrial Marketing Management, 8(8), 35–46. https://doi.org/10.1016/j.indmarman.2020.04.020
Pandey, S., Chawla, D., & Venkatesh, U. (2015). Online Shopper Segmentation Based on Lifestyles: An Exploratory Study in India. Journal of Internet Commerce, 14(1), 21–41. https://doi.org/10.1080/15332861.2015.1006516
Pantano, E., & Priporas, C. (2016a). Computers in Human Behavior The effect of mobile retailing on consumers ’ purchasing experiences?: A dynamic perspective. Computers in Human Behavior, 61, 548–555. https://doi.org/10.1016/j.chb.2016.03.071
Pantano, E., & Priporas, C. V. (2016b). The effect of mobile retailing on consumers’ purchasing experiences: A dynamic perspective. Computers in Human Behavior, 61, 548–555. https://doi.org/10.1016/j.chb.2016.03.071
Pratama, Z. P., Sari, D. K., Games, D., & Hidayat, T. (2021). Covid 19 Pandemic?: Enhancing Customer Loyalty To Traditional Market Existence. Enrichment: Journal of Management, 12(1), 152–157.
Rose, S., Clark, M., Samouel, P., & Hair, N. (2012). Online Customer Experience in e-Retailing?: An empirical model of Antecedents and Outcomes. Journal of Retailing, 88(2), 308–322. https://doi.org/10.1016/j.jretai.2012.03.001
Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill-Building Approach, 6th Edition.
Shin, D. H. (2015). Effect of the customer experience on satisfaction with smartphones: Assessing smart satisfaction index with partial least squares. Telecommunications Policy, 39(8), 627–641. https://doi.org/10.1016/j.telpol.2014.10.001
Suhud, U., Allan, M., Wibowo, S. F., & Sabrina, E. (2020). Measuring customer satisfaction of a café and coffee shop colony at a traditional market. Journal of Foodservice Business Research, 23(1), 78–94. https://doi.org/10.1080/15378020.2019.1686897
Svatosova, V. (2013). Motivation of Online Buyer Behavior. Journal of Competitiveness. https://doi.org/10.7441/joc.2013.03.02
Tomas M. Hult, Sarstedt, M., & Ringle, C. M. (2015). A primer on partial least squares structural equation modeling (PLS-SEM). International Journal of Research & Method in Education, 38(2), 220–221. https://doi.org/10.1080/1743727x.2015.1005806
Usmed, D. C., Syafrizal, S., Alfitman, A., Yuliani, F., & Hidayat, T. (2021). Customer Loyalty Research?: The Cases of Existing E-Commerce Platforms. Enrichment: Journal of Management, 12(1), 499–504.
Wibowo, R. (2015). Kesuksesan E-commerce (OnlineShopping) Melalui Trust Dan Customer Loyalty. Ekonomi Bisnis, 20(1), 8–15.
Widodo, T., & Qurniawati, R. S. (2016). Pengaruh Ketergantungan Pada Smartphone dan Sikap Terhadap Perilaku Pembelian Online Pada Mahasiswa. Among Makarti, 9(18), 99–122.
Yolandari, N. L. D., & Kusumadewi, N. M. W. (2018). Pengaruh Pengalaman Pelanggan dan Kepercayaan Terhadap Niat Beli Ulang Melalui Kepuasan Pelanggan (Studi Pada Situs Online Berrybenka.com). E-Jurnal Manajemen Universitas Udayana, 7(10), 5343. https://doi.org/10.24843/ejmunud.2018.v07.i10.p06
Yosephine Simanjuntak, D. C., & Purba, P. Y. (2020). Peran Mediasi Customer Satisfaction dalam Customer Experience Dan Loyalitas Pelanggan. Jurnal Bisnis Dan Manajemen, 7(2), 171–184. https://doi.org/10.26905/jbm.v7i2.4795
Yuliani, F., Syahrul, L., Lukito, H., & Hidayat, T. (2021). Affective Commitment in Questions?; Does LMX , POS , and Job Satisfaction being Answer?? Enrichment: Journal of Management, 12(1), 120–125.
Copyright and Licensing
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.