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p-Index From 2020 - 2025
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All Journal Jurnal Ekonomi dan Bisnis Digital (MINISTAL)
Putri, Anita Afifa
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Impact of Event Marketing, Promotions, and Brand Image on User Loyalty: A Study on Bukalapak Marketplace Ma’arif, Syamsul; Putri, Anita Afifa
Jurnal Ekonomi dan Bisnis Digital Vol. 4 No. 3 (2025): August 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ministal.v4i3.15040

Abstract

Competition in Indonesia’s e-commerce sector is increasing, leading Bukalapak to revise its operational strategies due to declining competitiveness. This study investigates the effects of event marketing, promotions, and brand image on user loyalty. Using a quantitative method, data were collected via questionnaires from 180 respondents and analyzed through multiple linear regression in SPSS. Event marketing had a negative effect (t = -2.127, p = 0.035), promotions had a significant positive effect (t = 6.347, p = 0.000), while brand image showed no significant influence (t = 0.376, p = 0.707). The F-test indicated a joint significant effect (p = 0.000). The coefficient of determination (R²) was 20.1%, implying that other variables also influence user loyalty.
Co-Authors Ma’arif, Syamsul