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SHOPPING EXPERIENCE AND CUSTOMER REVIEWS ON SHOPPING LOYALTY ON SHOPEE E-COMMERCE Case study in Kersik Tuo Village Kayu Aro Subdistrict, Indonesian

Year: 2024

Type: article

Abstract: This study examines the effect of shopping experience and customer reviews on shopping loyalty in Shopee e-commerce, with a case study in Kersik Tuo Village, Kayu Aro District. In the era of globalisation and the rapid development of information technology, e-commerce is becoming an important platform for trading activities. Customer loyalty is defined as a consumer's commitment to shop repeatedly on a particular site. The research method used is a survey with a quantitative approach, involving 60 respondents selected by purposive sampling. The results of multiple linear regression analysis show that both shopping experience and customer reviews have a positive and significant influence on shopping loyalty. These findings indicate the importance of marketing strategies that focus on improving consumer experience and review quality to build customer loyalty on e-commerce platforms.

Source: JOURNAL OF BUSINESS STUDIES AND MANGEMENT REVIEW

DOI: 10.22437/jbsmr.v8i1.39296

Author: Indra Budaya

Institutions: STIE Enam Enam Kendari, Sekolah Tinggi Ilmu Ekonomi Bakti Bangsa, Sekolah Tinggi Ilmu Ekonomi Nasional Banjarmasin

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4407144766

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