The Determinant Factors of E-Loyalty in Customer-to-Customer E-Commerce Moderated by Gender


  • Fernanda Losaura Binus Business School
  • Putra Iyang Bodronoyo Binus Business School
  • Dimas Tri Wibowo Binus Business School



e-commerce, e-loyalty, customer gender


E-commerce businesses dealt with one of the most important challenges, which was to create personalized e-loyalty for their customers to stay loyal to their e-commerce platform. The research used the 8C's framework developed to determine the effect of customization, contact interactivity, care, community, convenience, cultivation, choice, and character variables on e-loyalty by using gender as a moderating variable. A quantitative method was implemented by having 247 respondents belonging to the millennial category who have made online transactions on the C2C e-commerce platform at least once in the past month. Using the PLS-SEM method, the findings show that customization, contact interactivity, cultivation, community, and convenience can affect e-loyalty on C2C e-commerce platforms. In addition, the research finds that gender can have a moderating effect on customization and community.


Plum Analytics

Author Biographies

Fernanda Losaura, Binus Business School

Creative Marketing Program, Management Department, BINUS Business School Master Program, Bina Nusantara University, Jakarta, Indonesia 11480

Putra Iyang Bodronoyo, Binus Business School

Creative Marketing Program, Management Department, BINUS Business School Master Program, Bina Nusantara University, Jakarta, Indonesia 11480

Dimas Tri Wibowo, Binus Business School

Creative Marketing Program, Management Department, BINUS Business School Master Program, Bina Nusantara University, Jakarta, Indonesia 11480


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