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This study explores factors driving e-commerce website loyalty among 321 Muslim millennials in Indonesia.Integrating brand equity, flow experience, and trust models, an online survey analysis using SEM confirmed brand equity as the strongest predictor of loyalty intentions, followed by trust and flow experience.The research also found website elements mirroring offline store familiarity and ease of use most significantly affected respondents' engagement and future purchase likelihood.As global Muslim youth populations grow amidst accelerating digitalization, these revelations help inform targeted web properties and experiences fostering continued patronage.
Febriandika et al. (Thu,) studied this question.