In Marketplace-Based E-Commerce Applications, Customer Loyalty is Formed

(Case Study of Shopee Application Users at a Private University)

  • Ayuningtyas Y. Hapsari Universitas Widyatama, Bandung, Indonesia
  • Syifa Amelia Universitas Widyatama, Bandung, Indonesia
  • Ayub Hasiholan Universitas Widyatama, Bandung, Indonesia
  • M. Farras Cakrabuana Universitas Widyatama, Bandung, Indonesia
  • Ilham Putra Fauzi Universitas Widyatama, Bandung, Indonesia
  • Fuzza Lestawa Universitas Widyatama, Bandung, Indonesia
Keywords: Experiential Marketing, E-Service Quality, Consumer Loyalty.

Abstract

The presence of e-commerce has begun to promote the rapid rise of online buying and selling. E-commerce sites provide easy access to a variety of business operations such as trading goods and services. Various marketplace-based e-commerce applications have evolved in Indonesia as a result of these economic prospects. Tokopedia, Shopee, Bukalapak, Lazada, Blibli, JD ID, Zalora, and others are among them. Consumers value the practical, straightforward, easy, and varied experience they get while doing purchases through various marketplaces, but it is not uncommon for them to be disappointed. For example, products may fall short of expectations, payment options may be limited, and personal data may be exposed. The researcher delivered questionnaires to various respondents who had been using the Shopee app for a long time and found that the majority of them had negative and unpleasant experiences, yet they did not migrate to other marketplaces. With 110 participants, it will be possible to see how each of the independent variables, such as Experiential Marketing and E-Service Quality, influences the dependent variable, Consumer Loyalty.

Published
2022-04-08
How to Cite
Hapsari, A. Y., Amelia, S., Hasiholan, A., Cakrabuana, M. F., Fauzi, I. P., & Lestawa, F. (2022). In Marketplace-Based E-Commerce Applications, Customer Loyalty is Formed : (Case Study of Shopee Application Users at a Private University). Dialogos, 26(1), 366-375. https://doi.org/10.4025/dialogos.v26i1.198