Consumer Loyalty Research Articles

A Study on Impact of CSR on Brand Reputation and Consumer Behaviour

Corporate Social Responsibility (CSR) has emerged as a key factor influencing brand reputation and consumer behaviour. Companies that actively engage in CSR initiatives demonstrate a commitment to social and environmental issues, which can enhance their reputation and foster consumer trust. When brands are perceived as socially responsible, consumers are more likely to develop positive attitudes, leading to increased loyalty and advocacy. CSR initiatives, such as sustainability efforts, ethical sourcing, and community engagement, often differentiate brands in competitive markets, giving them a favourable edge. Furthermore, consumers today are more socially conscious, and their purchasing decisions are increasingly influenced by a brand’s CSR practices. Brands that prioritize CSR can attract this growing segment of consumers who value ethical and responsible business practices. However, insincere or poorly executed CSR efforts may have the opposite effect, causing reputational damage and eroding consumer trust. Therefore, for CSR to have a positive impact on brand reputation and consumer behaviour, it must be authentic, well-communicated, and integrated into the company’s core values and operations. In conclusion, CSR is a powerful tool for building brand equity, fostering consumer loyalty, and driving long-term business success.

Analysis of Consumer Preferences on Mitsubishi Vehicles

The automotive industry is increasingly competitive, making consumer preferences the key to achieving market success. This research analyzes consumer preferences for Mitsubishi vehicles with a focus on product, price and location factors. The research method used was a survey with a questionnaire to 178 people as a sample. The data collected is analyzed using statistical techniques to identify the factors that most influence consumer preferences. The research results show that product dimensions are the main factor influencing consumer preferences, more dominant than price and dealer location. The implications of these findings direct Mitsubishi to continue improving product quality, innovating in technology, and strengthening digital services in order to maintain consumer loyalty and optimize marketing strategies in the automotive market.

Technology innovation to improve SMEs sustainability

Purpose This study aims to analyze the determinants of small and medium enterprise (SME) sustainability through online marketing technology innovation. Design/methodology/approach The study was conducted through a survey in Siak Regency and Dumai City, Riau Province, Indonesia. The study population is small entrepreneurs doing online marketing. The determination of this survey area is by considering: the use of online marketing technology in this area is relatively more developed than other regions; Siak Regency and Dumai City are very prospective to be used as small business development areas based on online marketing; and the sample was determined by purposive random sampling with the criteria of small entrepreneurs who have tried to do online marketing for at least six months. Based on these criteria, there are 301 small entrepreneurs who conduct online marketing as a sample. Findings The sustainability of SMEs is directly and indirectly influenced by government support, human resource quality, innovation costs, economic conditions and business partners through online marketing technology innovations. Online marketing strategy through targeting, segmentation and positioning marketing strategies. Implementation of online marketing technology innovation models: increased government support; improvement of human resources; provision of innovation cost allocation; government policies in maintaining economic stability; and increase in business partners. Research limitations/implications Limited access to data can limit the interpretation of correlations between the variables studied. This limitation is because the available data is limited to certain periods and certain geographical regions. In addition, research time constraints limit the ability to conduct more in-depth interviews and obtain additional data relevant to the topic being studied. Practical implications Practical implications: 1) Targeting marketing strategy is a staged strategy to select a target market. The target market for SME products is intermediary consumers (agents) and end consumers; 2) Segmenting marketing strategy is a stage strategy to determine market segments. The market segment of SME products is based on consumer characteristics, namely, the local market and markets outside the region. SME product market segments based on consumer response characteristics, namely, market segments based on product benefits and consumer loyalty; 3) Positioning marketing strategy is a strategy for the development stage of each product detail placement and the development of a 4P mix strategy, namely, product, price, place and promotion. Social implications The implementation of this research policy is: increased government support in facilitating online marketing; increased human resources in online marketing; provision of cost allocation of innovation in online marketing; government policy in maintaining economic stability; and increased business partners in online marketing. Model implementation requires mentoring and training through cooperation with business partners. Originality/value The sustainability of SMEs requires online marketing technology innovation. These findings can help provide an alternative solution to the weak resources of SMEs. With the discovery of the determining factor for the sustainability of SMEs, it can accelerate the SME digitalization program.

PENGARUH EKUITAS MEREK TERHADAP PENGGUNAAN MONITOR PASIEN MEREK PHILIPS DI JAKARTA

This research aims to find out how responses, consumer loyalty and brand equity influence consumer loyalty of Philips monitor patients. Questionnaire respondent data was obtained from end users, namely nurses who work in intensive care rooms in 5 vertical hospitals in Jakarta. The questionnaire was distributed directly to 185 respondents. Hypothesis for 3 hypotheses using SEM PLS analysis with SmartPLS 3. Testing consists of Outer Model, namely Convergent Validity Test, Discriminant Validity Test, Average Variance Extracted (AVE) Test, Composite Reliability Test, Cronbach Alpha Test, Inner Model and Bootstrapping. Test results show that H1: Brand awareness has a positive and significant effect on consumer loyalty. H2: Brand association has a positive and significant effect on consumer loyalty. H3: Perceived quality has a positive and significant effect on consumer loyalty. It is hoped that this research can provide input to companies as a strategy to increase consumer loyalty and can provide good benefits for further research.

Perancangan Strategi Digital Marketing Pada Brand Sofia And Jenna Menggunakan Metode SOSTAC

The development of the Muslim Fashion Industry is increasingly rapid every year. This indicates that competition is getting tighter and the potential market for Muslim fashion in Indonesia continues to increase. Sofia and Jenna are one of the business actors operating in the Muslim fashion sector. Sofia and Jenna is a local brand that produces its own clothes (self-manufactured) which was founded in 2020. Even though it has been operating for several years, sales of Sofia and Jenna from January 2023 to October 2023 experienced fluctuations, in fact sales growth was still below Indonesian fashion industry. This is caused by several factors, namely low heart share and suboptimal use of digital marketing platforms, so this affects Sofia and Jenna's sales performance. For this reason, deeper observations were made regarding alternative solutions related to product, place, resource and promotion aspects. Of these four aspects, there is one aspect that shows the roots of the problem more than the other aspects, namely the promotion aspect. This research was conducted using the SOSTAC method which went through six stages, namely Situation Analysis, Objectives, Strategy, Tactics, Action, and Control. The aim of designing this digital marketing strategy is as a promotional medium and is expected to increase sales and marketing performance so that it can increase awareness of the Sofia and Jenna brand. Based on the digital marketing strategy design, this final project produced a design for the use of Social Media Optimization (SMO), Content Marketing, Partnership, Video Marketing, Linktree, User Generated Content (UGC), and Mobile Commerce Optimization tools. Then, the design is visualized using a Strategy Map. Through a structured and data-based approach, Sofia and Jenna are expected to be able to improve their position in the Muslim fashion market, as well as increase competitiveness and consumer loyalty towards the brand.

PERANAN FINANCIAL TEKNOLOGI DIGITAL MENGGUNAKAN MARKET PLACE SERTA ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN DAMPAKNYA PADA LOYALITAS KONSUMEN (Studi Empiris Pengguna Marketplace UMKM Kota Tangerang Selatan)

The role of financial technology is considered to be at the forefront of digital market developers through market places to increase the income of MSMEs in South Tangerang City. The objectives of this research are 1.) To test and analyze whether financial technology influences purchasing decisions 2). analyzing Online Customer Reviews on purchasing decisions 3). testing financial technology and Online Customer Reviews simultaneously influence purchasing decisions 4). To test and analyze whether purchasing decisions have an impact on consumer loyalty in South Tangerang City MSMEs. The method used in this research is a quantitative method. Primary data collection was carried out by distributing questionnaires to MSMEs using the market place. Population of all business actors in South Tangerang City. The sample uses questionnaires and interviews. The sampling technique used is a random sampling technique. The analysis tool in this research is SEM (Structural Equation Modeling) processed through the AMOS (Analysis of Moment Structure) program. The research results can be concluded as follows: (1). There is a partial effect of financial technology on purchasing decisions using a value of 52.5% obtained from the determinant test. (2) Online Customer Reviews influence purchasing decisions (3). financial technology and Online Customer Reviews simultaneously influence purchasing decisions (4). Purchasing Decisions that impact Consumer Loyalty.

PECULIARITIES OF MARKETING AND BRANDING IN THE CONFECTIONERY AND CAFE INDUSTRY

The purpose of this article is to determine the essence and theoretical features of marketing and branding in the confectionery and cafe industry, as well as the challenges associated with marketing activities in these establishments. The main research methods used in the article include induction, synthesis, analysis, comparison, and generalization. The specific features of marketing activities in confectioneries and cafes have been identified. The impact of marketing efforts on service delivery in these establishments has been studied. Key problems arising from marketing activities and brand promotion in confectioneries and cafes have been identified. Various tools used in marketing efforts within this industry, which constitute the marketing mix or marketing complex, have been explored. The peculiarities of developing a marketing plan for confectioneries and cafes using the “5R+1C” integrated marketing model, and elements of the marketing mix specific to the food industry, are discussed. The ecosystem of the internet marketing strategy for confectioneries and cafes is outlined. The necessity for increasing social media activity (SMM) and enhancing market recognition, as well as developing a user-friendly website with online table reservations and sweet order functionalities, has been emphasized. Directions for optimizing the digital strategy effectiveness for confectioneries and cafes, focused on improving brand recognition among target audiences, are proposed. Factors influencing the selection of Google’s contextual media network for the promotion of confectioneries and cafes are outlined. The required changes for social media pages and websites to enhance brand promotion are discussed. International experiences regarding the efficacy of business tools in the food industry, incorporating marketing concepts, are also explored. The main idea of advertising campaigns, centered around creating favorable conditions for customer purchases and replicating the brand’s style in every part of the establishment, is reviewed. The specifics of consumer loyalty, shaped by the brand’s appearance, communication, establishment design, and available offerings, are also examined.

The importance of retail behavior quality to maintain consumers’ loyalty: findings from Indonesian micro retail businesses

The rapid retail development has led to increasingly fierce competition, and micro retail businesses need innovation to survive and thrive. Retail innovation is reflected in the quality of consumers’ behavior in making purchase decisions. Therefore, this study aimed to analyze the role of retail behavior quality as an intervening variable on merchandise offer and store image on consumers’ loyalty in micro retail businesses. In this study, the confirmatory and explanatory methods were used, and it was conducted in Jember Regency, East Java, Indonesia with a sample size of 306 consumers of micro retail businesses. Moreover, the data were obtained through a questionnaire, and Partial Least Squares-Structural Equation Modeling analysis was used to determine the direct and indirect effects. The results showed that merchandise offer had a positive and significant effect on consumers loyalty both directly and indirectly through retail behavior quality with total effect of 50.4%. Store image had no significant direct effect on consumers loyalty. However, it had a positive and significant direct effect on consumers through retail behavior quality with total effect of 22%. In this context, retail behavior quality played an important role in increasing consumers’ loyalty to micro retail businesses. These results contributed to improved retail quality behavior oriented towards transparency in quality of goods, employee attitudes, in-store environment, product arrangement, and established good relationships with consumers to maintain loyalty. AcknowledgmentThe authors are grateful to the Muhammadiyah University of Jember for funding thisresearch.

PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP LOYALITAS KONSUMEN DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL MEDIASI (STUDI KASUS PADA CAFE TAMAN IDE)

This research is motivated by increasing competition in the cafe business idea garden. With so many cafes or culinary places competing to get their products chosen by consumers to achieve the desires and profits of a company. This research aims to find out how much influence service quality and price have on loyalty Consumers with consumer satisfaction as a mediating variable (case study at Cafe Taman Ide). This research is a type of quantitative approach research, the data used in This research is primary data obtained by distributing questionnaires to consumers who have purchased products at Cafe Taman Ide. The sampling technique uses the method probability sampling with simple random sampling where every consumer of Cafe Taman Ide have an equal chance of being included in the sample. The population used is as many as 165 respondents. The sample obtained was 117 respondents using the formula Slovin. The test stages carried out are validity test, reliability test, descriptive statistical test, test normality, multicollinearity test, heteroscedasticity test, coefficient of determination test, f test, t test, and techniques The data analysis used to answer the hypothesis is path analysis.Keywords: Service Quality, Price, Consumer Loyalty, Consumer Satisfaction

The economic impact of social media marketing: A study of consumer goods in emerging markets

The economic impact of social media marketing on consumer goods in emerging markets has become increasingly significant, driven by rapid digital adoption and the growing influence of online platforms. This study explores how social media marketing strategies employed by consumer goods companies contribute to economic growth in these regions. By leveraging data from various emerging markets, the research examines the role of social media in enhancing brand visibility, consumer engagement, and market penetration. The study highlights the ability of social media to reach vast audiences at relatively low costs, enabling companies to build brand awareness and foster consumer loyalty in markets where traditional advertising channels may be less effective or accessible. Through targeted advertising, influencer partnerships, and interactive campaigns, social media marketing has proven instrumental in driving sales and expanding market share for consumer goods companies. This, in turn, has stimulated local economies by increasing consumer spending, creating jobs, and encouraging competition. Furthermore, the study discusses the multiplier effect of social media marketing on economic development, particularly in how it helps local businesses integrate into the global economy. By providing a platform for smaller companies to compete with established brands, social media has democratized access to markets and facilitated the growth of entrepreneurial ventures in emerging economies. However, the study also acknowledges the challenges and limitations of social media marketing in these contexts, such as digital divides, varying levels of internet penetration, and the need for culturally sensitive content. The findings underscore the importance of adapting social media strategies to the specific characteristics of emerging markets to maximize their economic impact. In conclusion, social media marketing has become a powerful tool for driving economic growth in emerging markets by enhancing brand presence, increasing consumer demand, and fostering competitive business environments. As digital ecosystems continue to evolve, the role of social media in shaping economic landscapes in these regions is expected to expand further, offering significant opportunities for consumer goods companies and local economies alike.

ANALYSIS OF BRAND POSITIONING STRATEGIES: A STUDY ON PARLE COMPANY

The article examines the brand positioning strategies of Parle Company, a leading player in the Indian biscuit industry since its establishment in 1929. It explores the historical context of the biscuit market, highlighting Parle's evolution from a luxury item to a staple in Indian households. The study identifies key strategies employed by Parle, including targeting family values, utilizing diverse media platforms, emphasizing nutrition and value, and maintaining an extensive distribution network. Through a review of relevant literature and research methodologies, the article underscores how Parle has successfully navigated the competitive landscape, fostering consumer loyalty and brand equity. The findings illustrate the importance of adaptability and consumer-centric approaches in sustaining market relevance. KEYWORDS: Parle Company, Brand Positioning, Biscuit Industry, Consumer Behaviour, Marketing Strategies, Nutrition.

THE EFFECT OF PRODUCT QUALITY AND PRICE ON LOYALTY OF TELKOMSEL PREPAID CARD USERS WITH CUSTOMER SATISFACTION AS A MEDIATING VARIABLE

This study aims to examine the Influence of Product Quality and Price on the Loyalty of Telkomsel Prepaid Card Users with Customer Satisfaction as a Mediating Variable. This research employs a quantitative method with a sample size of 101 respondents who are Telkomsel card users in Sungai Penuh City, calculated based on the Lemeshow formula. Data was collected using a questionnaire distributed online via Google Forms and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results of the study show that price has a positive effect on customer satisfaction. Price does not have an effect on consumer loyalty. Customer satisfaction has a positive effect on consumer loyalty. Product quality has a positive effect on customer satisfaction. Product quality does not have an effect on consumer loyalty. The study also proves that customer satisfaction does not mediate the relationship between price and consumer loyalty, but customer satisfaction does mediate the relationship between product quality and consumer loyalty.

Pengaruh Harga dan Promosi Terhadap Loyalitas Konsumen Pengguna Aplikasi Grab-Food di Yogyakarta

This research aims to determine the influence of price variables and promotion variables on consumer loyalty among Grab-Food users in Yogyakarta. The variables used in this study consist of independent variables, namely price (X1) and promotion (X2), as well as the dependent variable, which is consumer loyalty (Y). The data was analyzed using descriptive analysis, instrument quality testing (validity and reliability tests), and hypothesis testing through multiple linear regression (t-test and R² test), with a total of 100 respondents. The results of the analysis using the multiple linear regression equation show that price has a significant effect on consumer loyalty among Grab-Food users in Yogyakarta. This means that price significantly influences consumer loyalty and has a simultaneous significant effect on consumer loyalty. Consumer loyalty of Grab-Food users in Yogyakarta is influenced by price (X1) and promotion (X2), while the remaining factors are influenced by other variables not included in this study.

Hooked by curiosity: The zeigarnik effect amplifying customer loyalty and brand advocacy through thumb-stopper advertisements

This study rigorously examines the Zeigarnik Effect's impact on consumer loyalty and brand advocacy through Thumb Stopper Advertisements. Investigating Emotional Appeal, Attention and Engagement Metrics, Brand Messaging, Storytelling, Customer Loyalty, and Brand Advocacy reveal pivotal mechanisms driving these dynamics in digital advertising. Employing mixed methods encompassing quantitative and qualitative approaches, we engaged 303 participants through an online survey, unveiling insights into Thumb Stopper Ad interactions and the ensuing brand perceptions. A comprehensive understanding was attained through four hypotheses tested using Structural Equation Modelling (SEM). This study was based on the "Zeigarnik Effect" model introduced by Russian psychologist Bluma Zeigarnik in 1927. Thumb-stopper advertisements that evoke strong emotions attract viewers and are strengthened by narrative. Engagement metrics mediated emotional appeal and brand messaging, shedding light on the intricate dynamics of thumb-stopper advertisements. Marketers can elevate thumb-stopper ads through astutely crafted campaigns to cultivate robust customer loyalty and advocacy.

The Role of Empathy and Relationship Quality in Building Customer Loyalty in Community Pharmacies: Evidence from Jordan

Aim: This study explores how pharmacist empathy influences customer loyalty through the mediating role of relationship quality in community pharmacies. Methodology: A cross-sectional study utilizing a web-based questionnaire and convenience sampling was conducted in Jordan. Data were analyzed using Structural Equation Modeling (SEM). Results: A total of 536 responses were gathered and analyzed from all Jordanian regions. The gender distribution was balanced, with 261 males (48.7%) and 275 females (51.3%). The age distribution was concentrated in the 35-44 age group (29.3%), followed by 25-34 (25.6%). The majority had a high level of education, with 323 (60.3%) holding a Bachelor's degree or higher academic qualification (19.0%). Most participants visited pharmacies at least once every six months (50.6%), primarily using independent community pharmacies (52.1%). The study findings highlight a significant positive impact of pharmacist empathy on the three key dimensions of pharmacist-patient relationship quality (trust, satisfaction, and commitment). Furthermore, a significant positive relationship was found between the relationship quality dimensions and both customer loyalty dimensions (attitudinal and behavioral loyalty). Conclusion: The study findings highlight the central role of pharmacist empathy in establishing a strong and enduring pharmacist-patient relationship quality, which in turn, enhance consumers loyalty, which is essential for thriving and surviving in today's competitive market.

Effects of AI-Generated Misinformation and Disinformation on the Economy

This study investigates the potential consequences of AI-driven misinformation/disinformation on the economy, which the World Economic Forum has identified as the most significant threat to global stability in the near term. To determine the effects of false and/or fake information on the economy, qualitative research method which involves collecting and analyzing information that is rich in detail, context, and meaning was preferred within the framework of this study, and the following inferences and conclusions were drawn regarding the potential implications and consequences of AI-generated mis/disinformation. Mis/disinformation can severely damage consumer trust, leading to reduced revenue and tarnished reputations for businesses. Fake news and reviews can harm consumers by influencing their decisions and can damage brands, resulting in crisis management efforts and decreased consumer loyalty. In financial markets, dis/misinformation can create divergent opinions among investors, leading to market volatility. Within supply chains, the spread of false information can disrupt operations and have significant economic consequences. AI-driven disinformation can pose additional risks, potentially affecting political stability and economic policies. As AI technology advances, countries are implementing stricter regulations, such as the EU AI Act, which may increase compliance costs, particularly for smaller businesses. This study can be considered important as it aims to contribute to a growing awareness of the complex and multifaceted nature of the impact of AI on the economy by investigating the potential negative effects of AI.

Battle Of Brand Loyalty: Based On Social Media Advertising – Gojek And Grab

The use of social media advertising is certainly familiar to consumers as one of the marketing strategies for brands or products in the company. This study will look at the level of consumer loyalty to Gojek and Grab through brand image and brand awareness. This study aims to see between the two brands which brand is superior in using social media advertising in increasing consumer loyalty, namely generation z people in Makassar city, Indonesia. This study uses quantitative methods by analyzing 265 respondents and will be analyzed using PLS-SEM. The results of this study indicate that Gojek is superior in utilizing brand image and brand awareness through social media advertising. This is evidenced by the relationship between social media advertising has no significant effect on brand loyalty. Nevertheless, brand image and brand awareness have a significant positive relationship to brand loyalty. Furthermore, the Grab brand is superior in increasing its brand loyalty through social media advertising, brand image, and brand awareness. In addition, Grab's brand image and brand awareness have a positive significant relationship to brand loyalty.

Analysis of Consumer Behavior in Repeat Purchases of a Product

This study analyzes consumer behavior in repeat purchases of a product, specifically focusing on the case of Light Speed Reborn football and futsal shoes, a locally produced brand in Indonesia. In today's competitive industrial environment, companies strive to cultivate loyal customers, as this loyalty provides a strategic advantage in ensuring future product purchases. The observed phenomenon in this study highlights the repetitive buying behavior of consumers towards Light Speed Reborn shoes, despite only minimal changes in the product's color or design. In Samarinda, these shoes consistently sell out, with many football and futsal players purchasing the same model in different colors. This study employs a qualitative descriptive approach to explore the underlying reasons for this repetitive purchasing behavior, aiming to understand the factors that drive consumer loyalty towards this specific product. Findings indicate that factors such as customer satisfaction, product quality, affordability, comfort, trends, environmental influence, and the strong brand image contribute significantly to the consumers' repeat purchases. The results suggest that brand loyalty and perceived value play crucial roles in fostering repeat purchases of Light Speed Reborn shoes in the Indonesian market.

The Digital Echo: The Influence of Digital Marketing Channels on Brand Awareness and Consumer Purchase Decisions

This study explore the impact of the digital marketing strategies ( Social Media Marketing, Email Marketing, Content Marketing and Online Advertising) on brand awareness while investigating to what extent does this resulting effect subsequent affects consumer purchase decisions. Understanding these relationships can allow businesses to tailor their marketing programs to produce higher brand visibility and an increased flow of consumers. The study employed quantitative research design and data was collected using online survey questionnaire from 265 respondents. Data analysis was performed using SmartPls software. The results of the study suggest that Social Media Marketing, Email Marketing, Content marketing and Online Advertising all have positive relationship in designed model with brand awareness. Moreover, the research demonstrates that consumers are more likely to purchase based on brand recognition. This study found strong relationships between social media, email, content, online advertising, brand awareness, and purchasing decisions. Brand awareness increases purchasing intention and consumer loyalty. A personalized and integrated digital marketing strategy is needed since different digital marketing channels have different effects on brand awareness and buying decisions. This study adds to the literature by showing how digital marketing methods affect brand awareness and purchasing decisions. This study helps marketers optimize their digital marketing strategies and improve brand performance in the digital age by explaining the complex relationship between digital marketing and customer behavior. It also emphasizes the need for a comprehensive strategy to digital marketing, since digital channels influence consumer perceptions and buying behavior.

Online and offline delivery qualities: O2O satisfaction and loyalty through technology acceptance model

This study presents an in-depth examination of customer satisfaction dynamics within the rapidly growing O2O food delivery (OFD) sector. Recognizing the exponential market growth and the gradual rise in consumer complaints, we seek to address the gaps in current academic research that tends to overlook the distinction between online and offline service experiences, as well as the psychological foundations of technology adoption. We propose a series of hypotheses grounded in a comprehensive theoretical framework that distinguishes between online and offline dimensions of consumer satisfaction and explores their interrelation by incorporating the technology acceptance model (TAM). We posit that, regarding online satisfaction, the quality of food information, the quality delivery tracking service, and user privacy protection functions from OFD applications hold positive significance for online customer satisfaction. Additionally, considering offline satisfaction, we assert that delivery quality and environment of the delivery service (i.e., delivery scape) contribute positively to offline customer satisfaction. We adopt trust transfer theory to hypothesize a positive relationship between online and offline satisfaction to comprehend a continuous flow in how consumer satisfaction develops. The paper also examines the pathway by which online satisfaction influences consumer loyalty through TAM. By investigating the dynamics regarding these relationships, this study contributes to offering valuable insights that could enhance OFD users’ satisfaction and their loyalty.