Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Indonesian Journal of Business Analytics (IJBA)
Setyo Febri Laksmana Putra
Universitas Pembangunan Nasional “Veteran” Jawa Timur
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Effect of Customer Engagement and Social Media Marketing on Brand Loyalty on Shopee Application User Setyo Febri Laksmana Putra; Rizky Dermawan
Indonesian Journal of Business Analytics Vol. 3 No. 5 (2023): October 2023
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijba.v3i5.5719

Abstract

Competition between marketplaces is competing to provide the best platform for online shopping. Therefore, companies need to pay attention to variable such as consumer engagement and social media marketing which attract users and influence customer loyalty so that they continue to be loyal to use their platform. his study aims to investigate the influence of consumer engagement and social media marketing on brand loyalty among Shopee app users in Surabaya. This research was conducted using a quantitative approach and involved 96 respondents as the sample. The sample was selected using purposive sampling method with snowball sampling approach. The data used consisted of primary data and secondary data. The analysis method applied is component-based structural equation modeling (SEM), using the partial least square (PLS) analysis tool with validity test, reliability test and hypothesis testing.The results of this study prove that: (1) Customer Engagement has a positive and significant effect on Brand Loyalty. (2) Social Media Marketing has a positive and significant effect on Brand Loyalty.
Co-Authors Rizky Dermawan