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All Journal Performance : Jurnal Bisnis dan Akuntansi
Budi Lestari, Maharani Aura
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Economics, Econometrics & Finance

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ANALISIS STRATEGI PEMASARAN DIGITAL TOKOPEDIA DAN SHOPEE TERHADAP LOYALITAS PELANGGAN E-COMMERCE Kusumastuti, Anggit Dyah; Tri Wahyudi, Ahmad Agus Eko; Marchela, Tezhalonika; Nur Aulia, Luluk; Budi Lestari, Maharani Aura; Zahralia Aurel, Greysha Maretta
PERFORMANCE: Jurnal Bisnis & Akuntansi Vol 15 No 2 (2025): Performance: Jurnal Bisnis & Akuntansi
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Wiraraja Madura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24929/feb.v15i2.4917

Abstract

The rapid development of digital technology has brought about significant changes in the business world, particularly in the e-commerce sector. The ease of internet access and the use of smartphones have simplified buying and selling activities, which can now be done efficiently through online applications. In recent years, Tokopedia and Shopee have become the two major players dominating the Indonesian market and competing fiercely to retain customer loyalty. The integration of platforms like TikTok Shop with Tokopedia in 2024 presents increasing challenges for Tokopedia in building consumer trust after facing several regulatory hurdles. This research aims to analyse the digital marketing strategies implemented by Tokopedia and Shopee in increasing customer loyalty. Through a comparative approach and qualitative analysis, this study found that the effective use of social media, personalisation, and content marketing plays a key role in shaping positive perceptions and strengthening customer loyalty.
Co-Authors Kusumastuti, Anggit Dyah Marchela, Tezhalonika Nur Aulia, Luluk Tri Wahyudi, Ahmad Agus Eko Zahralia Aurel, Greysha Maretta