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Abstract
The rapid development of digital marketplaces encourages companies to focus not only on customer acquisition but also on building sustainable customer loyalty. Intense competition has made customer loyalty a strategic issue, particularly for e-commerce platforms like Shopee. This study aims to analyze the influence of digital marketing strategies, customer orientation, and trust on customer loyalty through customer satisfaction among Shopee users in Makassar City. This study used a quantitative approach with a survey method. Data were collected through questionnaires distributed to 211 Shopee user respondents in Makassar City, using a purposive sampling technique. Data analysis was conducted using Structural Equation Modeling (SEM). The results show that digital marketing strategies, customer orientation, and trust have a positive effect on customer satisfaction. Furthermore, customer satisfaction has a positive and significant effect on customer loyalty and acts as a mediating variable that strengthens the influence of the three independent variables on customer loyalty. These findings confirm that digital marketplace customer loyalty is not only formed through promotions, but primarily through customer orientation and trust, which can create sustainable customer satisfaction.
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References
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References
Abubakar, A.M., Elrehail, H., Alatailat, M.A., & Elçi, A. (2023). Knowledge management, decision-making style and organizational performance. Journal of Knowledge Management, 27(2), 1–19. https://doi.org/10.1108/JKM-01-2022-0041 Campion, M. A., et al. (2020). Doing competencies well. Personnel Psychology, 73(3), 1–36. https://doi.org/10.1111/peps.12327
Al-Adwan, AS, et al. (2022). E-commerce loyalty. Electronic Commerce Research and Applications, 52, 101111. https://doi.org/10.1016/j.elerap.2022.101111
De Grip, A., Fouarge, D., & Sauermann, J. (2023). Productivity and experience. Labor Economics, 81, 102330. https://doi.org/10.1016/j.labeco.2023.102330
Dwivedi, YK, et al. (2021). Social media marketing. International Journal of Information Management, 57, 102255. https://doi.org/10.1016/j.ijinfomgt.2020.102255
Hollebeek, L.D., et al. (2021). Customer engagement. Journal of Business Research, 123, 720–735. https://doi.org/10.1016/j.jbusres.2020.10.033
Jiang, K., et al. (2021). HRM and outcomes. Academy of Management Journal, 64(1), 1–28. https://doi.org/10.5465/amj.2018.1210
Kim, J., & Lee, K. (2020). Digital personalization. Journal of Interactive Marketing, 50, 35–48. https://doi.org/10.1016/j.intmar.2020.01.001
Kumar, V., & Gupta, S. (2021). Customer engagement. Journal of Marketing Research, 58(4), 624–642. https://doi.org/10.1177/00222437211009987
Lim, XJ, et al. (2020). Online trust. Journal of Retailing and Consumer Services, 54, 102044. https://doi.org/10.1016/j.jretconser.2020.102044
Luo, X., & Bhattacharya, C. B. (2020). Customer trust. Journal of Retailing, 96(3), 309–325. https://doi.org/10.1016/j.jretai.2020.02.001
Nguyen, B., & Simkin, L. (2021). Digital fatigue. Journal of Business Research, 124, 588–599. https://doi.org/10.1016/j.jbusres.2020.10.040
Paluch, S., & Wünderlich, N.V. (2021). Trust in services. Journal of Business Research, 124, 603–616. https://doi.org/10.1016/j.jbusres.2020.10.044
King, U., et al. (2022). Trust and loyalty. Internet Research, 32(5), 1381–1402. https://doi.org/10.1108/INTR-08-2021-0564
Rather, R. A. (2021). Customer experience. Journal of Retailing and Consumer Services, 61, 102532. https://doi.org/10.1016/j.jretconser.2021.102532
Saks, A. M. (2022). Engagement. Human Resource Management Review, 32(3), 100835. https://doi.org/10.1016/j.hrmr.2021.100835
Susanti, D., et al. (2023). Marketplace loyalty in emerging markets. Journal of Asian Business and Economic Studies, 30(3), 1–15. https://doi.org/10.1108/JABES-05-2022-0074
Sweeney, J.C., & Johnson, L.W. (2022). Customer orientation. Journal of Services Marketing, 36(2), 145–158. https://doi.org/10.1108/JSM-03-2021-0105
Verhoef, P.C., et al. (2021). Omnichannel retailing. Journal of Retailing, 97(4), 1–15. https://doi.org/10.1016/j.jretai.2021.08.001
Zhao, X., et al. (2020). Mediation analysis. Journal of Marketing, 84(2), 1–34. https://doi.org/10.1177/0022242919879381