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p-Index From 2021 - 2026
0.408
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All Journal Mamangan Social Science Journal
Reni, Agus Tamrin
Unknown Affiliation
Humanities Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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The Influence Of Personalization, User Experience, And Digital Marketing Strategy On Customer Loyalty With Churn Rate As A Mediating Variable In The E-Commerce Industry Reni, Agus Tamrin
Jurnal Ilmu Sosial Mamangan Vol 12, No 3 (2025): Jurnal Ilmu Sosial Mamangan Accredited 2 (SK Dirjen Ristek Dikti No. 0173/C3/DT
Publisher : LPPM Universitas PGRI Sumatera Barat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22202/mamangan.v12i3.6782

Abstract

This study investigates the influence of personalization, user experience, and digital marketing strategies on customer loyalty in the e-commerce industry, with churn rate acting as a mediating variable. Utilizing a quantitative research approach, data was collected from active e-commerce users through structured questionnaires and analyzed using Structural Equation Modeling (SEM). The results reveal that personalization, user experience, and digital marketing strategies significantly impact customer loyalty, both directly and indirectly through churn rate. Personalization creates tailored customer experiences that enhance loyalty, while user experience and targeted digital marketing strategies reduce churn and foster long-term customer retention. The mediation analysis confirms that churn rate plays a pivotal role in strengthening these relationships. These findings highlight the importance of adopting personalization, advanced marketing strategies, and user-friendly platform designs as critical components for improving retention and loyalty in the competitive e-commerce sector.
The Analysis Of Purchase Intention Antecedents Of Café Visitors In Batam Reni, Agus Tamrin; Ariyanto, Hepy Hefri; Barata, Dion Dewa
Jurnal Ilmu Sosial Mamangan Vol 12, No 3 (2025): Jurnal Ilmu Sosial Mamangan Accredited 2 (SK Dirjen Ristek Dikti No. 0173/C3/DT
Publisher : LPPM Universitas PGRI Sumatera Barat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22202/mamangan.v12i3.7868

Abstract

This study examined the influence of menu attractiveness, menu informative aspects, and the risk of COVID-19 on perceived food ordering convenience, as well as the influence of perceived food ordering convenience on purchase intentions. This study's sample consisted of 375 respondents who had frequented and made purchases at cafés in Batam. The questionnaire method was utilized to collect data for this study. This study employs the Structural Equation Model with the Partial Least Squares method and the SmartPLS 3.2.8 software for its analysis. 1) Menu attractiveness has a significant impact on perceived convenience in ordering food; 2) Menu informative aspect has a significant impact on perceived convenience in ordering food; 3) Covid-19 risk has a significant impact on perceived convenience in ordering food; and 4) The convenience felt in ordering food has a significant impact on purchase intention.
Co-Authors Ariyanto, Hepy Hefri Dion Dewa Barata