Proceedings of the 5th International Public Sector Conference, IPSC 2023, October 10th-11th 2023, Bali, Indonesia

Research Article

The Influence of Online Shopping Ethics on Trust, Repurchase Intention And Loyalty: Perception of Economics And Business Students

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  • @INPROCEEDINGS{10.4108/eai.10-10-2023.2342181,
        author={Yuniarwati  Yuniarwati and I Cenik  Ardana and Yusi  Yusianto and Noel Krisnandar  Yahya},
        title={The Influence of Online Shopping Ethics on Trust, Repurchase Intention And Loyalty: Perception of Economics And Business Students},
        proceedings={Proceedings of the 5th International Public Sector Conference, IPSC 2023, October 10th-11th 2023, Bali, Indonesia},
        publisher={EAI},
        proceedings_a={IPSC},
        year={2023},
        month={12},
        keywords={online shopping ethics trust repurchase intention loyalty},
        doi={10.4108/eai.10-10-2023.2342181}
    }
    
  • Yuniarwati Yuniarwati
    I Cenik Ardana
    Yusi Yusianto
    Noel Krisnandar Yahya
    Year: 2023
    The Influence of Online Shopping Ethics on Trust, Repurchase Intention And Loyalty: Perception of Economics And Business Students
    IPSC
    EAI
    DOI: 10.4108/eai.10-10-2023.2342181
Yuniarwati Yuniarwati1,*, I Cenik Ardana1, Yusi Yusianto1, Noel Krisnandar Yahya1
  • 1: Universitas Tarumanagara
*Contact email: yuniarwati@fe.untar.ac.id

Abstract

The popularity of online shopping has grown tremendously due to its ease of use, convenience, and cost-effectiveness. However, this trend has also brought about ethical concerns, as it creates a new environment for unethical behavior. Despite the importance of online shopping, there has been little research on the ethical behavior of online retailers. This study aimed to examine the impact of online shopping ethics on trust, repurchase intention, and loyalty among economics and business students. Data was collected through a questionnaire and analyzed using Smart PLS. The results indicate that online shopping ethics has a significant positive effect on trust, repurchase intention, and loyalty. Therefore, it is crucial for online retailers to prioritize ethical behavior to build customer trust, foster repeat business, and sustain long-term success.