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Wulan Purnama Sari
Fakultas Ilmu Komunikasi, Universitas Tarumanagara
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Komunikasi Digital Membangun Loyalitas Pelanggan Somethinc dalam Shopee Tanuwijaya, Rio; Sari, Wulan Purnama
Kiwari Vol. 5 No. 1 (2026): Kiwari
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ki.v5i1.36999

Abstract

Digital communication has become an important component of customer engagement strategies in e-commerce platforms. This study analyzes how digital communication contributes to the development of customer loyalty toward the Somethinc brand on Shopee. The theoretical framework covers interactivity, information quality, responsiveness, and participation as indicators of digital communication. A quantitative method was applied through a survey of one hundred respondents selected using purposive sampling. Data analysis includes validity testing, reliability testing, normality testing, Pearson correlation, simple linear regression, and the t test using SPSS software. Results show that digital communication has a positive and significant effect on customer loyalty. The coefficient of determination indicates that digital communication contributes 5.9 percent to loyalty, while the remaining percentage is influenced by other external variables. The regression coefficient confirms that each unit increase in digital communication contributes to an increase in customer loyalty. These findings emphasize the significance of well managed digital communication in supporting brand consistency and sustaining customer loyalty in competitive e-commerce environments. Komunikasi digital menjadi bagian penting dalam mengelola hubungan antara merek dan pelanggan pada platform e-commerce. Penelitian ini menganalisis kontribusi komunikasi digital terhadap pembentukan loyalitas pelanggan Somethinc di Shopee. Kerangka teori mencakup interaktivitas, kualitas informasi, responsivitas, dan partisipasi sebagai indikator komunikasi digital. Penelitian menggunakan metode kuantitatif dengan survei terhadap seratus responden melalui teknik purposive sampling. Analisis data meliputi uji validitas, reliabilitas, normalitas, korelasi Pearson, regresi linear sederhana, serta uji t dengan bantuan SPSS. Hasil menunjukkan bahwa komunikasi digital berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Koefisien determinasi menunjukkan bahwa komunikasi digital memberikan kontribusi sebesar 5.9 persen terhadap loyalitas, sedangkan persentase lainnya dipengaruhi oleh faktor eksternal. Koefisien regresi mengonfirmasi bahwa peningkatan komunikasi digital berhubungan dengan peningkatan loyalitas pelanggan. Temuan ini menegaskan pentingnya pengelolaan komunikasi digital sebagai strategi untuk mempertahankan loyalitas di tengah persaingan e-commerce.
Co-Authors A , Tyas Martika Abner lumika Arung Ai Ping Teoh Al Fajar, Lukman Riadh Al Razin, Ramdhan Labib Aldi Nirjana Alexandra Virginia Alyya Siddiqa, Alyya Amalia, Tasya Syawa Amesz, Mutiara Fransisca Amiroh, Syarifah Al Andi Setiawan Andrea, Dika Andriyani, Risa Anisah, Dian Zahroh Aqila, Mu’Amar Zaki Archie Gredyon ARDIANSYAH ARDIANSYAH Arindi, Umi Arrafi, Muhamad Iman Assaqof, Achmad Naufal Atwar Bajari Audrey Sugito Augustine, Michelle Aulia, Ikmala Najwa Auliya, Puri Ben Thiodanu Budi Utami Cahyani, Regita Emelia Carolina, Alexandra Carolina, Christine Vonny Catherine Dwitama Shan Catherine Gisela Chandra Ronaldo Chang, Keysha Abigail Christabella, Marvelyn Christina Christina Christine Natalia Chandra Christine Vonny Carolina Cindy Cindy Claribel Halim Clarisa Tan Clemens Clemens Daniel Kurniawan Harijanto Devita Novelia Dewi Dewi DF, Filia Klarasinta Dionisius Kevin Doddy Salman Edsel, Audric Eko Harry Susanto Elvi Valentina Emilson, Nur Husni Enzo Scifo Jauwinata Evelyn Thelia Fadhilaturrohmah, Ika Nur Farid Fatmoko, Adlim Dwi Febriyani, Nikita Felicia Masali Felisia Ferina, Sheren Fikri, Ahmad Labibul Fiona CH Bernadett Fitria, Khofifah Habibah Fransisca Graciela M B Fransisca Kristy Franslie, Reynaldo Frinico Alfian Friscilla Purnama Sari Gavrila, Sherina Grace Nathasya Graceica Octavia Haikal, Faldie Muhamad Hanny Hafiar Hardja, Diovanny Helen, Helen Heru Chandra Litmanen Hetty Karunia Tunjungsari Hidayat, Angel Hokky Putra Pangestu Hutomo Rio Pangesthio Ibanez Vienoza Ngan Ihsan, Zainur Irena, Lydia Islamiya, Tamara Nur Ivan Surya Ivander Stefanus Jason Subandi Jennifer Jennifer Jennifer Lauren Jesselyn, Eunike Jessica Febriani Thoeng Jessyca Indra Joko Susilo Jonathan, Maureen Julianto, Irwan Dwi Junaidi Diharyo Karina Wongso Keni Keni KENI KENI Kezia Stephanie Halim Khairunnisa, Julia Khang, Helen Lady Ta, Yesha Lestari, Nadia Ayu Rahma Lie, Michelle Lioni Lioni Lulu Ferent Luluk Alawiyah, Luluk Lusia Savitri Setyo Utami Maulana, Irvan Maulana, Muhammad Irfan Mei Ie Messy Stella Fabiola Michelle Jennifer Michelle, Laurencia Mita Restinia Morisca Morisca Muhammad Rifki Myesha Adira Nada, Na Quita Nigar Pandrianto Nikita, Moira Nirwasita, Wulan Novianty, Melinda Nur'afifah, Laila Nurtami Soedarsono Okprianti, Reny Paramita, Sinta Paranpara, Mahrestaksa Al-Fath Pearlees Tjoeng Pesik, Vanessa Thabita Regina Phillip, Olivia Yuriko PUJI LESTARI Putra, Kiki Pradana Putra, Rio Sanjaya Putri, Aneesa Joenice Qonitha Risky Queennie Millendian Rahmawati, Dea Indi Ravinazan, Ravinazan Reginald Gusli Reniati Reniati Rezasyah, Teuku Rheza Alfredo Bunyamin Ria Puspitawati Rianty, Fety Fajar Ridwan, Salwa Salsabilla Rika Rachmawati Rina Oktarina, Rina Riris Loisa Risky, Qonitha Riwanda, Josephine Kayla Rizky Ferdy Rizky, Fitri Nur Romi Ferdian Rosario, Fernando Roswita Oktavianti, Roswita Ruth Ambar Santoso, Maria Regina Yanuarika Putri Sella Desember Selvina Suryanto Shafira Nusa Kusuma Shella Oskania Shella Shella shinta Octavia Shinta Octavia, Shinta Sinta Paramita Sinta Paramita Sri Wahyuni Sriwijaya, Latifah Stefany Stefany Stephanie Violita Chandra Sukendro, Gregorius Genep Suzy Azeharie Suzy Azeharie, Suzy Tanuwijaya, Rio Teoh, Ai Ping Theja, Calista Takako Thing, Yi Tindaon, Elisabeth Indira Dameria Tomy Andreas Tursilawati , Heri Tuwendi, William Alexander Vendy Octavian Verina Bellini Haryadi Vincent Vincent Vincent Vincent, Vincent Viriyaputra, Kevin Vony Anatya Winduwati, Septia Winnie Agustina Wiraguna, Daniel Gabriel Yasir Hudzaifah Yeni Yeni Yoedtadi, Muhammad Gafar Yohanes Yohanes Zhafirah Sholihah