PREPARATION OF PAPERS – FACTORS AFFECTING LOYALTY THROUGH ONLINE SHOPPING: THE CASE OF UPPER-MIDDLE CLASS CUSTOMERS IN JAKARTA

Purpose – The purpose of this paper is to investigate the factor affecting loyalty through online shopping for uppermiddle class customer in Jakarta towards customer satisfaction to increase customer loyalty. Design/Methodology/Approach – Data were collected through online questionnaire, journal and research studies. Statistical analysis such as descriptive analysis and multiple linear regression were used to analyze the significance of the data. Furthermore the result will be elaborated as the main discussion and conclusion of this paper. Findings – The findings of the multiple linear regression showed that, among the user interface, product information, service information, and security perception factors that have been researched, this study fetched a conclusion that security perception were the significant factors that affected information satisfaction, thus increasing customer loyalty. A major contribution of this study will be its implications for marketers and business owner as this research can be used to assist creation of website or online channel. Furthermore marketer could focus on developing a customized marketing strategy and so able use their resources more efficiently