Technology-Driven Loyalty: Exploring the Role of Service Quality and Digital Behavior in Indonesia’s E-Commerce Landscape

Abstract

This study investigates the determinants of consumer satisfaction and loyalty in South Sulawesi’s e-commerce sector. Drawing on Service Quality Theory and Expectation–Confirmation Theory, the model integrates e-service quality, trust, perceived value, and the moderating effects of customer engagement, digital literacy, and switching cost. Data from 208 respondents were analyzed using PLS-SEM. Results show that service quality strongly enhances satisfaction, which mediates loyalty, while trust and perceived value provide additional explanatory power. Moderators exert small but meaningful effects. The study contributes by contextualizing e-loyalty beyond Java-centric perspectives and offers implications for inclusive, trust-driven digital strategies in emerging markets.