Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Performance : Jurnal Bisnis dan Akuntansi
Greysha Maretta Zahralia Aurel
Prodi Administrasi Bisnis, Fakultas Sosial Humaniora dan Seni, Universitas Sahid Surakarta, Indonesia;
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
ANALISIS STRATEGI PEMASARAN DIGITAL TOKOPEDIA DAN SHOPEE TERHADAP LOYALITAS PELANGGAN E-COMMERCE Anggit Dyah Kusumastuti; Ahmad Agus Eko Tri Wahyudi; Tezhalonika Marchela; Luluk Nur Aulia; Maharani Aura Budi Lestari; Greysha Maretta Zahralia Aurel
PERFORMANCE: Jurnal Bisnis & Akuntansi Vol 15 No 2: Performance: Jurnal Bisnis & Akuntansi
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Wiraraja Madura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24929/feb.v15i2.4917

Abstract

The rapid development of digital technology has brought about significant changes in the business world, particularly in the e-commerce sector. The ease of internet access and the use of smartphones have simplified buying and selling activities, which can now be done efficiently through online applications. In recent years, Tokopedia and Shopee have become the two major players dominating the Indonesian market and competing fiercely to retain customer loyalty. The integration of platforms like TikTok Shop with Tokopedia in 2024 presents increasing challenges for Tokopedia in building consumer trust after facing several regulatory hurdles. This research aims to analyse the digital marketing strategies implemented by Tokopedia and Shopee in increasing customer loyalty. Through a comparative approach and qualitative analysis, this study found that the effective use of social media, personalisation, and content marketing plays a key role in shaping positive perceptions and strengthening customer loyalty.
Co-Authors Ahmad Agus Eko Tri Wahyudi Anggit Dyah Kusumastuti Luluk Nur Aulia Maharani Aura Budi Lestari Tezhalonika Marchela