Abstract
Nowadays, the trend of online shopping is common in all industries, especially fashion products. Customer loyalty is always an element that every business wants to build and maintain. Especially in the fashion market where products are constantly being innovated, loyal customers make it easier for businesses to grow. The study was conducted to identify and measure the factors affecting customer loyalty to online fashion stores in the form of providing products directly from businesses to customers (D2C), thereby suggesting implications to improve customer loyalty. Using the method of exploratory factors analysis, and multivariate regression, from 205 valid questionnaires, the results show that there are 6 factors Ease of use, Personalization, Responsiveness, Product Quality, Product Improvement, and Website Design have an impact on Customer Satisfaction. Three factors in order including Satisfaction, Trust, and Switching costs have a direct impact on customer loyalty.
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