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All Journal Journal of Management and Creative Business
Gendy Prijambodo
Universitas Dr. Soetomo
Decision Sciences, Operations Research & Management

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Pengaruh Digital Experience terhadap Brand Loyalty melalui Brand Trust pada Pengguna Shopee di Surabaya Agus Surya Bharmawan; Agustiawan Djoko Baruno; Indrasto Kurniadi; Gendy Prijambodo
Journal of Management and Creative Business Vol. 4 No. 4 (2026): Oktober : Journal of Management and Creative Business
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/jmcbus.v4i4.8052

Abstract

In the competitive e-commerce landscape, a company's success depends not only on attracting new customers but also on retaining them by fostering Brand Loyalty. However, building Brand Loyalty is affect by factors such as Digital Experience and Brand Trust. This research goals to analyze the impact of Digital Experience on Brand Loyalty, mediated by Brand Trust, among Shopee users in Surabaya. A quantitative descriptive approach was employed, with the research population consisting of Shopee users in Surabaya. The determination of the research sample through a purposive sampling technique with the following criteria: 1) Users of the Shopee Platform for at least 1 month and 2) Have a registered Shopee account. Then, the determination of the number of samples through the Hair formula so that a sample of 130 Shopee Users in Surabaya was obtained. The research data collection method was through a questionnaire with PLS data analysis. The results of the study prove that Digital Experience and Brand Trust have a significant impact on Brand Loyalty of Shopee Indonesia Users. Digital Experience has a significant impact on Brand Trust of Shopee Indonesia Users. Then Digital Experience has a significant impact on Brand Loyalty through Brand Trust of Shopee Indonesia Users.
Co-Authors Agus Surya Bharmawan Agustiawan Djoko Baruno Indrasto Kurniadi