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All Journal Jurnal Riset Manajemen dan Ekonomi
Dita Fadhila
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Shopee Marketing Solutions dan Affiliate Ecosystem terhadap Loyalitas Merek UMKM dengan Kepercayaan Pelanggan sebagai Moderator Dita Fadhila; Novera Wandira
JURNAL RISET MANAJEMEN DAN EKONOMI (JRIME) Vol. 4 No. 3 (2026): Juli: Jurnal Riset Manajemen dan Ekonomi
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/jrime.v4i3.4585

Abstract

This study aims to analyze the influence of Shopee Marketing Solutions and Affiliate Ecosystem on MSME brand loyalty with customer trust as a moderating variable. The development of digital technology and the increasing use of e-commerce platforms have encouraged MSMEs to utilize various digital marketing features as strategies to maintain customers and improve business competitiveness. This study employs a quantitative approach through a survey method involving MSME actors who have actively utilized Shopee Marketing Solutions features and Shopee affiliate programs within the last 12 months. The research data were analyzed using the Structural Equation Modeling (SEM) method to examine the direct relationships among variables and the moderating role of customer trust in strengthening these relationships. The results indicate that Shopee Marketing Solutions and Affiliate Ecosystem have a positive and significant effect on MSME brand loyalty. Furthermore, customer trust is proven to strengthen the relationship between the two independent variables and brand loyalty and acts as a significant moderating variable. This study provides strategic implications for MSMEs and e-commerce platform managers in optimizing digital marketing strategies to build long-term customer relationships. This research also presents limitations and recommendations for future studies to expand the discussion on digital marketing and customer loyalty.
Co-Authors Novera Wandira