BUILDING MILLENNIAL DIGITAL CUSTOMERS E-LOYALTY TOWARD ONLINE RETAILER

This study investigates the antecedents of millennial digital customers e-loyalty on online retailer in Indonesia context. This study proposes and examine e-trust, retailer quality, information quality, and coupon proneness as antecedent variable that potentially impact e-loyalty. This study proposes the role of coupon proneness in e-trust and e-loyalty as novelty. Data collected from 423 respondents of millennial digital costumers in Indonesia. The data collected through questionnaire. The data demonstrate that information quality and coupon proneness have impact on e-loyalty. The data also reveals that retailer quality and coupon proneness have impact on e-trust. This study contributed to the costumer trust theory and customer loyalty theory in e-commerce. Academic and managerial implications are further discussed