International Association of Computer Science & Information Technology (IACSIT)
The expansion of infrastructure and rapid growing of internet user have caused many companies to operate in B2C e-commerce. Customer loyalty is a key determinant of B2C e-commerce survival, competitive advantage, and the long-term success. Loyalty can be divided into 2 types: attitudes loyalty, represented by customer purchase intention and customer's positive word of mouth, and behavioral loyalty, represented by customer repurchase intention. Based on literature review, it was found that customer loyalty antecedents included website quality, customer trust, perceived value of customer, and customer satisfaction.