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All Journal IKRA-ITH EKONOMIKA Mediation : Journal Of Law Manajemen : Jurnal Ekonomi Journal of Foundational Learning and Child Development Global Insights in Management and Economic Research
NASUTION, HAFNI CHOLIDA
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Other

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The Effects of Digital Marketing, Social Media Engagement, and Customer Trust on Customer Loyalty in an E-Commerce Contex Pasaribu, Hotmaria; Butar Butar, Dwi Fany Fransiska Dewi; Nasution, Hafni Cholida
Global Insights in Management and Economic Research Vol. 1 No. 04 (2025): November Issue Global Insights in Management and Economic Research
Publisher : INSPIRETECH GLOBAL INSIGHT

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53905/Gimer.v1i04.37

Abstract

Purpose of the study: In the highly competitive e-commerce landscape, customer loyalty has become a critical factor for long-term business success. This study examines the influence of digital marketing, social media engagement, and customer trust on e-commerce customer loyalty at PT. Kopi Bintang Indonesia (Tomoro Coffee). Materials and methods: The research aims to determine the individual and collective effects of digital marketing, social media engagement, and customer trust on e-commerce customer loyalty at PT. Kopi Bintang Indonesia. Results: The multiple linear regression analysis yielded the equation Y = 35.540 + 0.130X1 + 0.202X2 + 0.284X3 + e. Partial t-tests revealed that digital marketing (t = 3.310, p < 0.05), social media engagement (t = 5.270, p < 0.05), and customer trust (t = 6.748, p < 0.05) each had a positive and significant effect on customer loyalty. The simultaneous F-test (F = 50.223, p < 0.05) demonstrated that all three variables collectively exerted a significant influence on customer loyalty. The adjusted R² value of 0.606 indicated that 60.6% of the variance in customer loyalty could be explained by these three independent variables, with the remaining 39.4% attributable to factors outside the model. Conclusions: Digital marketing, social media engagement, and customer trust significantly influence e-commerce customer loyalty both individually and collectively. Companies should implement integrated strategies that enhance digital marketing quality, foster active social media interactions, and build customer trust through transparent communication and secure transactions to strengthen customer loyalty in the e-commerce environment.
THE EFFECT OF LEGAL REGULATION ON CONSUMER TRUST IN SHOPPING ON THE E-COMMERCE PLATFORM SHOPEE Siti Junaidah Hasibuan; Hasibuan, Siti Junaidah; Fransiscus, Raymond; Nasution, Hafni Cholida
Manajemen: Jurnal Ekonomi Vol. 7 No. 3 (2025): Manajemen : Jurnal Ekonomi
Publisher : Fakultas Ekonomi Universitas Simalungun

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36985/g82g8k39

Abstract

This study aims to analyze the effect of legal regulation on consumer trust in shopping on the e-commerce platform Shopee. The research employed a quantitative approach with a survey method. The population included all Shopee consumers who had made at least one transaction within the last six months. The sample size was determined using Hair et al.’s formula, resulting in 45 respondents. Data were analyzed using classical assumption tests and simple linear regression with the assistance of SPSS version 26. The findings reveal that legal regulation has a positive and significant effect on consumer trust in shopping on Shopee. This indicates that the better the implementation and enforcement of legal regulations such as consumer protection, personal data security, and legal certainty in electronic transactions the higher the level of consumer trust in conducting online transactions through Shopee
Co-Authors Butar Butar, Dwi Fany Fransiska Dewi Denisa, Evi Fransiscus, Raymond Halawa, Erniwati Hasibuan, Risma Khoir Hasibuan, Siti Junaidah Lapiti Gokmatua Sagala Maduma Sari Sagala Megawaty, Megawaty Panjaitan, Delima Sarah Pasaribu, Hotmaria Ramadhani, Laily Rifqah Harahap S Siswanto Saragih, Devi Vita Lora Siti Junaidah Hasibuan Zalukhu, Juniaman Zebua, Yarinidi Angel