The Impact of Interface Quality and Security/Privacy on Shoppers E-Loyalty: The Mediating Role of Flow

In the era of digitalization and the development of mobile applications, consumers can shop anywhere and anytime easily through the marketplace application. As many marketplaces develop, particularly in Indonesia, this study determines the role of digital stimuli, namely: Interface Quality and Security/Privacy, on consumer loyalty to marketplaces, as well as the mediating role of Flow in these relationships. Data collection using the purposive sampling method for marketplace application users in Indonesia and as many as 305 respondents were analyzed by the Higher-Order Model using the SmartPLS 3.3.3. This study found that Interface Quality affects E-Loyalty, either directly or through Flow. In addition, the Security/Privacy of the marketplace application also affects E-Loyalty through Flow.