Last modified: 2021-06-10
The purpose of this study is to examine the concept of e-trust as part of consumer behavior, its relationship with e-service quality, e-satisfaction, and e-loyalty. The research conduct with a qualitative descriptive analysis approach through previous research studies and theories. The hypothesis found and the research model design related to e-trust. The research findings show that e-trust can increase through e-service quality; besides that, e-trust has a good relationship with e-satisfaction and e-loyalty. There is a reference model which says that e-trust has the ability as a mediating variable. Companies can use the information in this study before determining a strategy to approach the target market. By understanding consumer behavior, marketers have the opportunity to get sustainable marketing and sustainable performance from the company.