Loyalty and Word of Mouth of Muslim Women who Use Mobile Commerce in Indonesia

¹ Faculty of Islamic Economics and Business, IAIN Salatiga, Salatiga - Indonesia
² Faculty of Economics and Business, Sebelas Maret University, Surakarta - Indonesia

^* Corresponding author:saifulanwarmieta@iainsalatiga.ac.id

Abstract

The Covid-19 pandemic, which causes social distancing, has an impact on a surge of buying and selling through mobile commerce. On the other hand, customers are at the risk of online service failure in m-commerce. This research tested the quality model of m-commerce service that integrates the justice variable from the Islamic perspective on Muslim women's loyalty and word of mouth with satisfaction as the mediating variable and personal innovation and customer expertise as the moderating variables. This research is survey research involving 323 Muslim women who use the C2C m-commerce platform services in Indonesia. Data analysis is presented in Structural Equation Modeling. The result shows that distributive justice, procedural justice, visual appeal, ease of use, and security influenced satisfaction, while information quality, load speed, and interactional justice did not affect satisfaction. This research proves that the principle of justice in buying and selling process for Muslim women exists in the m-commerce service so that it plays a positive role in satisfaction which has an impact on the loyalty and word of mouth of Muslim women. This research contributes to providing theoretical background as a service standard for m-commerce platforms that are user-friendly for Muslim women.