Pengaruh Digital Marketing, Kepercayaan dan Kepuasan Terhadap Loyalitas Pelanggan E-Commerce Pada Platform Shopee
DOI:
https://doi.org/10.23969/jp.v10i03.31982Keywords:
digital marketing, kepercayaan, kepuasan, loyalitas pelanggan, e-commerceAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh digital marketing, kepercayaan, dan kepuasan terhadap loyalitas pelanggan pada platform e-commerce Shopee, dengan studi kasus pada mahasiswa Universitas Teknologi Sumbawa. Latar belakang penelitian ini didasarkan pada fenomena tingginya tingkat persaingan di industri e-commerce Indonesia, khususnya dalam mempertahankan loyalitas pelanggan di segmen mahasiswa sebagai generasi digital native. Penelitian menggunakan pendekatan kuantitatif eksplanatori dengan desain cross-sectional dan metode analisis Structural Equation Modeling-Partial Least Squares (SEM-PLS). Sampel penelitian berjumlah 100 mahasiswa yang dipilih secara purposive berdasarkan kriteria tertentu, dan data dikumpulkan melalui kuesioner dengan skala Likert. Hasil penelitian menunjukkan bahwa digital marketing, kepercayaan, dan kepuasan berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Kepuasan terbukti memiliki pengaruh paling dominan dibandingkan variabel lainnya, diikuti oleh kepercayaan dan digital marketing. Nilai R-Square sebesar 0,748 menunjukkan bahwa ketiga variabel independen mampu menjelaskan 74,8% variasi loyalitas pelanggan. Implikasi dari penelitian ini menegaskan pentingnya strategi pemasaran digital yang relevan, penguatan aspek kepercayaan, dan pemeliharaan kepuasan pelanggan secara konsisten untuk membangun loyalitas jangka panjang di kalangan mahasiswa.Downloads
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