CUSTOMER LEGAL PROTECTION AND CUSTOMER LOYALTY IN AGRICULTURAL E-COMMERCE: NAVIGATING TRUST ACROSS THE DIGITAL SUPPLY CHAIN
DOI:
https://doi.org/10.18623/rvd.v23.7158Keywords:
Customer Legal Protection, Customer Trust, Customer Satisfaction, Customer Loyalty, Agricultural E-CommerceAbstract
This study examines the structural relationships between customer legal protection, customer trust, customer satisfaction, and customer loyalty within Indonesia's agricultural e-commerce sector. Data gathered from 307 users were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) via WarpPLS 8.0. The empirical results reveal that customer protection exerts a strong, positive, and significant direct effect on both customer trust and customer satisfaction. Concurrently, both trust and satisfaction significantly drive customer loyalty. Crucially, the direct path from customer protection to customer loyalty is non-significant, establishing a full mediation effect. This indicates that formal legal protections alone cannot secure long-term retention; their impact must be channeled through cultivating consumer trust and satisfaction. Practically, it advises practitioners to integrate consumer protection into strategic customer experience management to foster a secure, user-centric digital supply chain ecosystem.
References
Abdu, A. K., & Yimer, S. M. (2026). Mobile Banking Service Quality and Customer Loyalty: Sequential Mediation of Customer Trust and Perceived Risk through Customer Satisfaction. African Journal of Management and Business Research, 22(1), 384–404. https://doi.org/10.62154/ajmbr.2026.022.01029
Aburub, A., Aburub, A., Aburub, A., Hamida, A. G. Ben, & Khanfar, F. (2025). The Impact of Dropshipping Service Quality on Customer Satisfaction in Saudi Arabia: The Mediating Role of Customer Trust. A Study on E-Commerce Users. Journal of Posthumanism, 5(4). https://doi.org/10.63332/joph.v5i4.1292
Al-Dwairi, R. M., Shehabat, I., Zahrawi, A., & Hammouri, Q. (2024). Building customer trust, loyalty, and satisfaction: The power of social media in e-commerce environments. International Journal of Data and Network Science, 8(3), 1883–1894. https://doi.org/10.5267/j.ijdns.2024.2.001
Alrasyid, H., Khalikussabir, K., & Masrukhin, N. H. S. (2026). Customer Loyalty in Islamic Digital Banking: Trust as Mediator of Risk, Security, and Reputation. International Journal of Islamic Economics, 8(01), 16–32. https://doi.org/10.32332/ijie.v8i01.13046
Amaliya, H. A., Kamila, E. R., Kholifah, N., Afiqfah, N., & Rokbani, M. B. (2025). E-Commerce dan Transaction Security: Menjaga Customer Trust pada Pelaku Konsumen Spaylater Generasi Z di Sidoarjo. Jurnal Ilmiah Ekonomi Dan Manajemen, 3(2), 154–161.
An Ngo, T. T., An, G. K., Dao, D. K., Nhu Nguyen, N. Q., Vy Nguyen, N. Y., & Phong, B. H. (2025). Roles of logistics service quality in shaping Generation Z customers’ repurchase intention and electronic word of mouth in E-commerce industry. PLoS ONE, 20(5 May). https://doi.org/10.1371/journal.pone.0323962
APJII. (2026). Indonesia Internet penetration survey 2026. https://intimedia.id/read/apjii-internet-users-in-indonesia-reaches-8173-in-2026 (access on 15th June 2026).
Aqiila, N. S., & Mangruwa, R. D. (2025). Modeling Repurchase Intention in E-Commerce: An Improved SEM-PLS Approach for Digital Business. 2025 International Conference on Data Science and Its Applications, ICoDSA 2025, 944–949. https://doi.org/10.1109/ICoDSA67155.2025.11157216
Banerji, R., & Singh, A. (2024). Do social media marketing activities promote customer loyalty? A study on the e-commerce industry. LBS Journal of Management & Research, 22(1), 93–109. https://doi.org/10.1108/lbsjmr-04-2023-0016
Chauhan, J. S. (2023). Brand Loyalty and Its Impact on Repeat Purchase Behaviour of Customers: A Cross-Sectional Study in the FMCG Context. PsychologyandEducation, 55(1). https://doi.org/10.48047/pne.2018.55.1.83
Chien, T. H., Qian, S. X., Wai, K. T., & Meng, C. L. (2025). Exploring the Factors Influencing Customers’ Repurchase Intention on E-Commerce Platforms: A Cognitive-Affective-Conative Model Approach. Malaysian Journal of Consumer and Family Economics, 35, 113–153. https://doi.org/10.60016/majcafe.v35.05
Donnelly, M., & White, F. (2019). Digital content and consumer protection: An empirical study of supplier compliance with consumer information obligations. Computer Law and Security Review, 35(6). https://doi.org/10.1016/j.clsr.2019.105343
Farhana, A. (2020). Applying Social Exchange Theory to Value Co-Creation Frame: Does it Leads to Customer Loyalty? SRIWIJAYA INTERNATIONAL JOURNAL OF DYNAMIC ECONOMICS AND BUSINESS, 4(4), 191–206. https://doi.org/10.29259/sijdeb.v5i2.191-206
Garay-Rondero, C. L., Martinez-Flores, J. L., Smith, N. R., Caballero Morales, S. O., & Aldrette-Malacara, A. (2020). Digital supply chain model in Industry 4.0. Journal of Manufacturing Technology Management, 31(5), 887–933. https://doi.org/10.1108/JMTM-08-2018-0280
Gefen, D. (n.d.). E-commerce: the role of familiarity and trust. Retrieved www.elsevier.com/locate/dsw
Griffin, Jill. (2002). Customer loyalty : how to earn it, how to keep it. Jossey-Bass.
Hadjon, P. M. (1987). Perlindungan Hukum bagi Rakyat Indonesia. Bina Ilmu.
Hair, J. F. ., Hult, G. T. M. ., Ringle, C. M. ., & Sarstedt, Marko. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Sage.
Istianingsih, N., Masnun, A., Zulkifli, Rianto, & Zakiah, T. (2026). An Integrating AI-Driven Hyper-Personalization, Customer Experience, and E-Trust to Explain E-Loyalty in Indonesian E-Commerce: A PLS-SEM Study. Qubahan Academic Journal, 6(2), 355–365. https://doi.org/10.48161/qaj.v6n2a2328
Jian, O. Z., Paul, D. G., Brahmmanand, S., Lai, P. C., Lam, D. W., Lee, C. Y., Lee, L. Z., Medha, D., & Kee, D. M. H. (2026). Building Digital Trust in E-Commerce: The Influence of Convenience, Loyalty, Risk, and Trust on Customer Expectations in Malaysia. International Journal of Tourism and Hospitality in Asia Pasific, 9(2), 247–265. https://doi.org/10.32535/ijthap.v9i2.4673
Jou, Y. T., Saflor, C. S., Mariñas, K. A., Manzano, H. M., Uminga, J. M., Verde, N. A., & Dela Fuente, G. (2024). An Integrated Multi-Criteria Decision Analysis and Structural Equation Modeling Application for the Attributes Influencing the Customer’s Satisfaction and Trust in E-Commerce Applications. Sustainability (Switzerland), 16(5). https://doi.org/10.3390/su16051727
Keefe, D. H. S., Jang, H., & Sur, J. M. (2024). Digitalization for agricultural supply chains resilience: Perspectives from Indonesia as an ASEAN member. Asian Journal of Shipping and Logistics, 40(4), 180–186. https://doi.org/10.1016/j.ajsl.2024.09.001
Kock, N. (2025). WarpPLS User Manual: Version 8.0. www.scriptwarp.com
Kristiyanti, C. T. Siwi. (2008). Hukum perlindungan konsumen. Sinar Grafika.
Kurniawan, E., Fitriani, N., Rahadian, M. I., Handaru, A. W., & Nikensari, S. I. (2023). THE ROLE OF DIGITAL MARKETING, CUSTOMER SATISFACTION, AND CUSTOMER TRUST IN MAINTAINING MILLENNIAL CUSTOMER LOYALTY: CASE STUDY ON THE TOKOPEDIA INDONESIA MARKETPLACE. International Journal of Research in Commerce and Management Studies, 05(06), 113–123. https://doi.org/10.38193/ijrcms.2023.5609
Kusbianto, N., Noeringtyas, B. P., & Prabowo, B. (2026). Trust as a Mediator Between Personalization and Customer Loyalty in Indonesian E-Commerce. Jurnal Manajemen, 30(1), 122–140. https://doi.org/10.24912/jm.v30i1.3631
Lee, C.-W., Liu, P.-T., & Sunani, A. (2026). THE IMPACT OF ACCOUNTING KNOWLEDGE, EDUCATION LEVEL, AND BUSINESS SCALE ON ACCOUNTING INFORMATION UTILIZATION: EVIDENCE FROM AN ENVIRONMENTAL UNCERTAINTY CONTEXT. Veredas Do Direito, 23(4), e234487. https://doi.org/10.18623/rvd.v23.n4.4487
Liao, Z., Li, C., Lu, L., & Luo, X. (2024). The improvement strategy of fresh produce supply chain resilience based on extenics. PLoS ONE, 19(9). https://doi.org/10.1371/journal.pone.0309008
Lisnawati, L., & Siahaan, M. (2025). Can green and blue thematic financing enhance sustainability value? Evidence from Southeast Asia. International Journal of Ethics and Systems. https://doi.org/10.1108/ijoes-11-2024-0374
Liu, D., Son, S., & Zhu, Y. (2026). From perceived value to customer loyalty behavioral intentions: a social exchange theory perspective on value-based selling. Journal of Business & Industrial Marketing, 41(3), 413–428. https://doi.org/10.1108/JBIM-01-2025-0007
Maki, G. E., & Santika, I. W. (2025). The Role of Customer Satisfaction Mediates the Effect of Experiential Marketing on Repeat Purchase on Domus Coffee Consumers in Denpasar City. Jurnal Ekonomi Dan Bisnis Digital, 4(3), 335–350. https://doi.org/10.55927/ministal.v4i3.15214
Miru, Ahmadi., & Yodo, Sutarman. (2004). Hukum perlindungan konsumen. Divisi Buku Perguruan Tinggi, RajaGrafindo Persada.
Morgan, Robert & Hunt, Shelby. (1994). The Commitment-Trust Theory of Relationship Marketing. the journal of marketing. 58. 20-38. 10.23071252308. (n.d.).
Morić, Z., Dakic, V., Djekic, D., & Regvart, D. (2024). Protection of Personal Data in the Context of E-Commerce. Journal of Cybersecurity and Privacy, 4(3), 731–761. https://doi.org/10.3390/jcp4030034
Mwangakala, H. A., Mongi, H., Ishengoma, F., Shao, D., Chali, F., Mambile, C., & Julius, B. (2024). Emerging digital technologies potential in promoting equitable agricultural supply chain: A scoping review. Technological Forecasting and Social Change, 208. https://doi.org/10.1016/j.techfore.2024.123630
Najmudin, M., Sarnowo, H., & Hasthoro, H. (2022, September 13). The Effect of Satisfaction on Customer Loyalty in Islamic Banks: A Study on the Mediation Role of Trust. https://doi.org/10.4108/eai.10-8-2022.2320833
Nurlaila, F., Kusmiati, E., & Shiddieq, D. F. (2025). Consumer Preferences in Choosing Payment Methods on the TikTok Shop and Shopee Platforms. Golden Ratio of Mapping Idea and Literature Format, 6(1), 886–897. https://doi.org/10.52970/grmilf.v6i1.1769
Oliver, R. L. (2014). Satisfaction: A Behavioral Perspective on the Consumer (2nd ed.). Routledge. https://doi.org/10.4324/9781315700892
Parkash, S. (2025). Journal of Advanced Management Studies “Cybersecurity Challenges in E-commerce: Protecting Consumer Data in the Digital Marketplace.” In Digital Marketplace. Journal of Advanced Management Studies (Vol. 2, Number 1). https://doi.org/10.36676.jams.v2.i1.81
Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101–134. https://doi.org/10.1080/10864415.2003.11044275
Prastyanti, R. A., & Sharma, R. (2024). Establishing Consumer Trust Through Data Protection Law as a Competitive Advantage in Indonesia and India. Journal of Human Rights, Culture and Legal System, 4(2), 354–390. https://doi.org/10.53955/jhcls.v4i2.200
Preziosi, M., Acampora, A., Lucchetti, M. C., & Merli, R. (2022). Delighting Hotel Guests with Sustainability: Revamping Importance-Performance Analysis in the Light of the Three-Factor Theory of Customer Satisfaction. Sustainability (Switzerland), 14(6). https://doi.org/10.3390/su14063575
Ramadhan, D. A., Mutiarsih Jumhur, H., & Arianto, A. (2025). Strengthening Digital Marketing Performance of E-Commerce X in Indonesia Through Cybersecurity and Personal Data Protection. In American Journal of Economic and Management Business (Vol. 4, Number 12).
Ranjith, P., Nisansala, S., Jayasingha, N., Weerasekara, K., Wisenthige, K., & Dayapathirana, N. (2025). Does social media information credibility influence social commerce purchase intention of skincare products? Evidence from Facebook. PLOS ONE, 20(10 October). https://doi.org/10.1371/journal.pone.0334126
Republic of Indonesia. (1847). Indonesian Civil Code (Kitab Undang-Undang Hukum Perdata/Burgerlijk Wetboek). Staatsblad of the Netherlands East Indies No. 23 of 1847, as amended.
Republic of Indonesia. (1999). Law No. 8 of 1999 on Consumer Protection. State Gazette of the Republic of Indonesia No. 42 of 1999, Supplement to State Gazette No. 3821.
Setyawati, I., Siwabessy, A. A., & Sriwardiningsih, E. (2025). Understanding the Impact of Privacy Concerns on Customer Loyalty: The Central Role of Trust in Digital Transactions. 2025 International Conference on Informatics, Multimedia, Cyber and Information System (ICIMCIS), 1134–1139. https://doi.org/10.1109/ICIMCIS68501.2025.11326979
Shidarta, Shidarta. (2004). Hukum Perlindungan Konsumen Indonesia.
Shukla, M. S., Mehlawat, D., Singh, A., & Vashisht, A. (2025). A Study On The Effects Of Social Pressure And Personal Control On E-Commerce Adoption. International Journal of Environmental Sciences, 11(24), 2025. https://www.theaspd.com/ijes.php
Singh, I. (2025). Statistical Role of CB-SEM Vs PLS-SEM in the Field of Social Science. International Journal of Research and Scientific Innovation, 12(8), 345–349. https://doi.org/10.51244/IJRSI
Souisa, W., Lussy, K., Tetelepta, M. M., Tutupoho, F., & Ambon, P. N. (2025). The Role of Emotional Intelligence, Sales Strategies, Customer Trust, and Service Differences in Increasing Repurchase Intentions in Online Entrepreneurship in Indonesia. The Eastasouth Management and Business, 3(03), 636–650. https://doi.org/10.58812/esmb.v3i03
Subekti, R. (2005). Hukum perjanjian. Intermasa.
Subiyanto, T. B., Susbiyani, A., Martini, N. N. P., & Qomariah, N. (2025). Mediation Satisfaction: The Role of Service Quality and Trust to Increasing Customer Loyalty in Bank Indutries. Ilomata International Journal of Management, 6(4), 1633–1654. https://doi.org/10.61194/ijjm.v6i4.1886
Sunani, A., Widodo, U. P. W., Wijaya, R. M. S. A. A., & Kirana, N. W. I. (2024). Environmental disclosure analysis of manufacturing companies to realize sustainable green economy. Intangible Capital, 20(2), 321–342. https://doi.org/10.3926/ic.2505
Thaw, Y. Y., Mahmood, A. K., Dhanapal, P., & Dominic, D. (2009). A Study on the Factors That Influence the Consumers’ Trust on E-commerce Adoption. In IJCSIS) International Journal of Computer Science and Information Security (Vol. 4, Number 1).
Yin, J., Chang, Y., Ma, Z., Zhao, Y., & Qi, J. (2026). Exploring the Impact of User Experience on Value Co-Creation Citizenship Behaviors in Virtual Brand Communities. Behavioral Sciences, 16(5). https://doi.org/10.3390/bs16050768
Zeng, Y., Guo, H., Yao, Y., & Huang, L. (2019). The formation of agricultural e-commerce clusters: A case from China. Growth and Change, 50(4), 1356–1374. https://doi.org/10.1111/grow.12327
Zhang, R., Zhou, X., Liu, Q., & Wang, C. (2025). Brand attitude as the catalyst: transforming perceived ESG to consumer’s purchase intention in low-carbon consumption. Frontiers in Psychology, 16. https://doi.org/10.3389/fpsyg.2025.1599472
Zhang, Y., & Chai, Y. (2025). How Pinduoduo’s E-Commerce Experience Shapes Customer Satisfaction and Loyalty: Leveraging Social Networks. Journal of Electronic Commerce in Organizations, 23(1). https://doi.org/10.4018/JECO.381236
Downloads
Published
How to Cite
Issue
Section
License
I (we) submit this article which is original and unpublished, of my (our) own authorship, to the evaluation of the Veredas do Direito Journal, and agree that the related copyrights will become exclusive property of the Journal, being prohibited any partial or total copy in any other part or other printed or online communication vehicle dissociated from the Veredas do Direito Journal, without the necessary and prior authorization that should be requested in writing to Editor in Chief. I (we) also declare that there is no conflict of interest between the articles theme, the author (s) and enterprises, institutions or individuals.
I (we) recognize that the Veredas do Direito Journal is licensed under a CREATIVE COMMONS LICENSE.
Licença Creative Commons Attribution 3.0
