Online group buying (Groupon) has become a business phenomenon; it is very popular in recent years. Like other online business forms, customer loyalty, which is one of the most important weapons of businesses, is also a challenge for online Groupon businesses to achieve in the competitive market. This study examined the factors that affect customer loyalty in online group buying based on the Theory of Reasonable Action. The mixed research method was done to achieve the research objectives, of which a survey through self-governing questionnaires with 633 participants. Research results pointed out that consumer habits and Groupon website reputation positively impact customers? online trust. Ultimately, electronic loyalty was a consequence of the online trust in the Groupon site. Some managerial implications were proposed for businesses in the group buying model to build electronic customer loyalty.
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