Determinants Influencing Customer Loyalty To An Indonesian Online Shop Shopee: A Case Study In Denpasar City, Bali

Authors

  • Putu Krisna Adwitya Sanjaya, I Gusti Ayu Wimba, Ni WayanWina Premayani

Abstract

The urgency of this studylies in its nature highlighting that digitalization of industry makes competition, occurring within the business world, increasingly uncontrollable. As a consequence, this situation causes companies to increasingly realize the importance of aspects of customer loyalty to ensure the continuity of their business life. The purpose of this study is to determine the simultaneous and partial effects of experiential marketing and customer satisfaction and to find out which one between these two variableshas a dominant influence on the customer loyalty to an online shop center in Indonesia, Shopee. By making use of 200 respondents and an econometric analysis method of double log linear regression, this study found that simultaneously and partially both experiential marketing and customer satisfaction variables significantly had an influence on customer loyalty. However, experiential marketing wasthe determinant having a dominant influence on customer loyalty. Experiential marketing and customer satisfaction need to be considered as the main indicators that affect customer loyalty in addition to other variables, because they serve as the basic essence for all firms in establishing a good correlation with customers in order to enable business actors to benefit from the firms themselves.

Published

2020-11-01

Issue

Section

Articles