The influence of innovation characteristics, brand gestalt, and brand trust on brand loyalty in the E-Marketplace among generation Z : the mediating role of technology acceptance factors.

Abstract

This study examines how innovation characteristics, brand gestalt, and brand trust influence brand loyalty among Generation Z consumers in Indonesian E-marketplaces, with technology acceptance factors serving as a mediating variable and sex as moderating variables. The research was conducted to address the growing challenge faced by E-marketplaces in sustaining loyalty among Generation Z, a highly digital, price-sensitive, and experience-driven consumer group whose loyalty is easily shaped by technological innovation and brand experience. A quantitative, descriptive-correlational, and explanatory research design with a cross-sectional survey approach was employed. Data were collected from Generation Z college students across selected universities in Central Indonesia using a structured questionnaire. Structural Equation Modeling using Partial Least Squares (PLS-SEM) was applied to analyze direct, mediating, and moderating effects. The findings show that Generation Z exhibits a generally positive but moderate level of brand loyalty, with strong intentions to continue using and recommending E-marketplace platforms, although loyalty remains sensitive to price and emotional attachment. Innovation characteristics, brand gestalt, and brand trust each demonstrate strong, positive, and significant relationships with both technology acceptance factors and brand loyalty. Technology acceptance factors significantly predict brand loyalty and partially mediate the effects of innovation characteristics and brand trust, while fully mediating the effect of brand gestalt on brand loyalty. No significant differences in brand loyalty were found across sex and age, and neither variable significantly moderated the examined relationships. Overall, the results confirm that technology acceptance is a critical mechanism through which innovation, brand.