Customer Loyalty in the Covid-19 Pandemic: The Application of Machine Learning in Survey Data

E-commerce has brought many benefits to businesses and customers. However, the online market's fierce competition is also pressure for businesses, especially when the electronic marketplace (e-marketplace) is launched. The competition takes place in e-marketplace not only between brands but also between foreign and domestic businesses. This study is aimed to explore the effects of trust, customer ethnocentrism, service quality, and perceived risk on customer loyalty. The mixed-method research was applied to archive the research objective. Based on the machine learning computation, which became more popular and gained significant traction in the research world, the result showed that trust, ethnocentrism, and service quality positively impacted customer loyalty; perceived risk negatively affected customer loyalty toward domestic products on the e-marketplace in the Covid-19 pandemic. Some managerial implications were also proposed based on the research result.