Factors Affecting Seller Loyalty In The B2B E- Marketplace In Indonesia

In Indonesia, the B2B e-marketplace is an opportunity to help develop MSMEs. With so many B2B e-marketplace players it can be a good place for Indonesian MSMEs, on the other hand, it can be a very competitive environment. To be able to survive, B2B e-marketplaces must be able to build seller loyalty in the long run. This study aims to determine the factors that affect consumer loyalty from the perspective of sellers in B2B e- marketplaces in Indonesia. Much research has been conducted related to loyalty from the perspective of the buyer; this study is different as the sellers and buyers‘ perspectives are different. The research design used in this study is quantitative. The method of analysis used in this study is structural equation modeling (SEM). The population in this study is the seller of Ralali.com. The number of samples used in this study were 183 respondents by using non-probability sampling techniques. The results of this study found that the factors that influenced seller loyalty in the B2B e-marketplace with the greatest effect were promotion, cost and satisfaction. Promotion was one of the factors that had the greatest significant influence on seller loyalty in the B2B e-marketplace