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All Journal Parahyangan Management Science and Practices Review
Olivia Maureen Mulyana
Universitas Katolik Parahyangan
Decision Sciences, Operations Research & Management Social Sciences

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PENGARUH PROMOSI PENJUALAN TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN PADA APLIKASI TOKOPEDIA Olivia Maureen Mulyana; Agus Hasan Pura Anggawidjaja
Parahyangan Management Science and Practices Student Review Vol 2 No 2 (2025): Parahyangan Management Science and Practices Review
Publisher : Universitas Katolik Parahyangan

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Abstract

Competition among marketplaces in Indonesia has intensified, pushing every platform to fight for customer retention. Tokopedia, the pioneering homegrown marketplace, saw its monthly visits decline throughout 2024 while its rivals kept growing. Price observations and preliminary interviews suggested that the root of the problem lies in Tokopedia's sales promotions, which are perceived as less attractive than those of Shopee and TikTok Shop. This study examines the effect of sales promotions on customer satisfaction and its subsequent impact on customer loyalty toward Tokopedia. Data were gathered from 130 respondents who had transacted on both Tokopedia and other marketplaces, using a six-point Likert questionnaire, and analysed with Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4. Descriptive analysis showed that sales promotion, customer satisfaction, and customer loyalty all fell into the low category, with means of 1.94, 2.06, and 1.91, respectively. Nevertheless, sales promotion had a positive and significant effect on customer satisfaction (β = 0.506; p < 0.001), and customer satisfaction had a positive and significant effect on customer loyalty (β = 0.634; p < 0.001). These findings confirm that weak sales promotion translates into both low satisfaction and low loyalty, implying that Tokopedia should design more competitive promotions and apply them more evenly across product categories.
Co-Authors Agus Hasan Pura Anggawidjaja