Business Studies
Volume: 69 , Issue: 1 , January Published Date: 04 February 2021
Publisher Name: IJRP
Views: 638 , Download: 676 , Pages: 122 - 134
DOI: 10.47119/IJRP100691120211664
Publisher Name: IJRP
Views: 638 , Download: 676 , Pages: 122 - 134
DOI: 10.47119/IJRP100691120211664
Authors
| # | Author Name |
|---|---|
| 1 | Zatira Yuningwati Sutrisno |
| 2 | Ronald Suryaputra |
| 3 | Amelia |
Abstract
Shopee can prove itself as a big successful e-commerce company. This can be seen after one year of operation since 2015, Shopee has succeeded in serving transactions worth US $ 1.8 billion (Rp.24 trillion) with a growth of around 43% per month. The main objective of this research is to examine Shopee Indonesia's customer loyalty in Surabaya. All variables that may affect Shopee Indonesia's customer equity driver can also be identified in this study. This study aims to determine how the influence of Social Media Marketing Activities (SMMA) with dimensions of Interactivity, Informativeness, Word of Mouth, Personalization, and Trendiness on Customer Loyalty through Value Equity, Brand Equity, and Relationship Equity. The expected benefit of this research is to increase the repertoire of knowledge in the field of management, especially how much influence Social Media Marketing Activities, Value Equity, Brand Equity, and Relationship Equity will increase sustainable transactions from Shopee Indonesia's social media (Instagram) customers in Surabaya. This research is a causal study with quantitative method by processing data using AMOS. Data collection was carried out by distributing questionnaires to 135 respondents with characteristics of male and female respondents aged 18-60 years, domiciled in Surabaya, have shopped at Shopee at least twice in the last three months, and have shopped at other e-commerce sites in the last two months. The results showed that Interactivity significantly affected SMMA; Informativeness significantly affected SMMA; Word of Mouth significantly affected SMMA; Personalization significantly affected SMMA; Trendiness significantly affected SMMA; SMMA significantly affected Value Equity; SMMA insignificantly affected Brand Equity; SMMA significantly affected Relationship Equity; Value Equity significantly affected Customer Loyalty; Brand Equity insignificantly affected Customer Loyalty; and Relationship Equity insignificantly affected Customer Loyalty.