The influence of price, brand ambassador, customer experience and customer trust on shopee user loyalty by using customer satisfaction as intervening variable
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Published:
Jun 30, 2022
Keywords:
Brand Ambassador, Experience, Price, Satisfaction, Trust
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Articles
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Abstract
This study aims to determine and analyze the influence of price, Brand Ambassador, Customer experience and customer trust towards Shopee user loyalty with customer satisfaction as an Intervening variable case study on Mikroskil University students. The type of data used is purposive sampling by determining the criteria for mikroskil students who have transacted at shopee and processing samples with the saturated method. The data testing method used is descriptive quantitative. The population in this study was 84 students at the University of Mikroskil ledger 2018 and 2019 and the sample was 84 students. The analysis showed that price, brand ambassador and customer trust have a significant effect on customer satisfaction while customer experience has no effect. Brand Ambassador and Customer Satisfaction have a significant effect on Customer Loyalty while Price, Customer Experience, Customer Trust have no effect. Price, Brand Ambassador and Customer Trust have an indirect effect on customer loyalty through customer satisfaction. Meanwhile, customer experience has a direct effect on customer loyalty. The results of the coefficient of determination 1 of 66.9% that the variable price, brand ambassador, customer experience and customer trust can explain the variable customer satisfaction and the results of the coefficient of determination 2 of 72.3% that the variable price, Brand Ambassador, Customer Experience, Customer trust and customer satisfaction can explain customer loyalty.
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How to Cite
Juliono, F., Dewi, Y., Ginting, E. S., & Hutasoit, A. H. (2022). The influence of price, brand ambassador, customer experience and customer trust on shopee user loyalty by using customer satisfaction as intervening variable. Indonesia Accounting Research Journal, 10(1), 1–8. Retrieved from https://journals.iarn.or.id/index.php/Accounting/article/view/1
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Al-Khalaf, E., & Choe, P. (2020). Increasing customer trust towards mobile commerce in a multicultural society: A case of Qatar. Journal of Internet Commerce, 19(1), 32–61.
Bank, V. T. U. T. O. (2021). Perceived East Of Use, Trust, Perceived Speed, and Risk To Customer Loyalty With Customer Experience As An Intervening Variable To Users Types Of Bank Transfer Transaction Through Shopee Online Marketplace Application. American Journal of Multidisciplinary Research & Development (AJMRD), 3(07), 54–65.
Brogan, C., & Smith, J. (2020). Trust agents: Using the web to build influence, improve reputation, and earn trust. John Wiley & Sons.
Busetto, L., Wick, W., & Gumbinger, C. (2020). How to use and assess qualitative research methods. Neurological Research and Practice, 2(1), 1–10.
Dang, H. H. T. (2021). Improving e-commerce service for better customers’ satisfaction: case: Shopee Viet Nam.
Durmaz, Y., Demirağ, B., & Çavuşoğlu, S. (2020). Influence of regret and regret reversing effort on dissatisfaction and repurchase intention after purchasing fashion products.
Ekanayake, E., & Karunarathne, E. (2021). Consumers’ Post-Purchase Regret Determinants in Sri Lankan Shopping Malls. South Asian Journal of Social Studies and Economics, 11(4), 47–60.
Eti, S. (2021). The use of quantitative methods in investment decisions: a literature review. Research Anthology on Personal Finance and Improving Financial Literacy, 1–20.
Febrianti, R. A. M., Rahman, M. W. A., Putra, A. Y., & Putra, T. (2021). INVESTIGATED THE ROLE OF CELEBRITY ENDORSEMENTS AND INFLUENCERS ON MARKETING PERFORMANCE WITH SOCIAL MEDIA AS A INTERVENING VARIABLE. PalArch’s Journal of Archaeology of Egypt/Egyptology, 18(4), 6927–6935.
Fellows, R. F., & Liu, A. M. M. (2021). Research methods for construction. John Wiley & Sons.
Gao, X., Shi, X., Guo, H., & Liu, Y. (2020). To buy or not buy food online: The impact of the COVID-19 epidemic on the adoption of e-commerce in China. PloS One, 15(8), e0237900.
Hidayat, A., Wijaya, T., Ishak, A., & Endi Catyanadika, P. (2021). Consumer trust as the antecedent of online consumer purchase decision. Information, 12(4), 145.
Izzah, N., Dilaila, F., & Yao, L. (2021). The growth of reliance towards courier services through e-business verified during COVID-19: Malaysia. Journal of Physics: Conference Series, 1874(1), 12041.
Kysh, L. M. (2021). Prerequisites for the development of e-commerce in Ukraine: international experience and domestic features. Colloquium-Journal. 2021.№ 96 (9), Part. 3. Р. 12-20.
Lakshmi, P., StalinDavid, D., Kalaria, I., Jayadatta, S., Sharma, A., & Saravanan, D. (2020). Research on collaborative innovation of E-commerce business model for commercial transactions. Turkish Journal of Physiotherapy and Rehabilitation, 32(3), 787–794.
Lotzin, A., Acquarini, E., Ajdukovic, D., Ardino, V., Böttche, M., Bondjers, K., Bragesjö, M., Dragan, M., Grajewski, P., & Figueiredo-Braga, M. (2020). Stressors, coping and symptoms of adjustment disorder in the course of the COVID-19 pandemic–study protocol of the European Society for Traumatic Stress Studies (ESTSS) pan-European study. European Journal of Psychotraumatology, 11(1), 1780832.
Mbete, G. S., & Tanamal, R. (2020). Effect of Easiness, Service Quality, Price, Trust of Quality of Information, and Brand Image of Consumer Purchase Decision on Shopee Online Purchase. Jurnal Informatika Universitas Pamulang, 5(2), 100.
Mukherjee, S., Datta, B., & Paul, J. (2020). The phenomenon of purchasing second-hand products by the BOP consumers. Journal of Retailing and Consumer Services, 57, 102189.
Nazifi, A., Murdy, S., Marder, B., Gäthke, J., & Shabani, B. (2021). A Bit (coin) of happiness after a failure: An empirical examination of the effectiveness of cryptocurrencies as an innovative recovery tool. Journal of Business Research, 124, 494–505.
Pandey, P., & Pandey, M. M. (2021). Research methodology tools and techniques. Bridge Center.
Peat, J. K., Mellis, C., Williams, K., & Xuan, W. (2020). Health science research: A handbook of quantitative methods. Routledge.
Potisawang, B., & Bhovichitra, P. (2021). A development of marketing strategies for social media as a marketing tool: A cases of Shopee and Lazada platforms. Rangsit Graduate Research Conference: RGRC, 16, 1153–1168.
Pradhan, R., Khandelwal, V., Chaturvedi, A., & Sharma, D. K. (2020). Recommendation system using lexicon based sentimental analysis with collaborative filtering. 2020 International Conference on Power Electronics & IoT Applications in Renewable Energy and Its Control (PARC), 129–132.
Pramesty, I. N., & Ariesta, A. (2021). Business Model Canvas for Usability Testing of E-Commerce Website Design Using SEO On-Page Technique. Inform, 6(2).
Saputra, M., & Sunitiyoso, Y. (2021). Business and Marketing Strategy Formulation for Caltara to Improve Company Performance in The Curtain Business. Journal of International Conference Proceedings (JICP), 4(3), 14–33.
Schanke, S., Burtch, G., & Ray, G. (2021). Estimating the impact of “humanizing” customer service chatbots. Information Systems Research, 32(3), 736–751.
Suroso, J. S., Kaburuan, E. R., Lee, D., Tama, N. S., & Tee, K. (2020). Analysis Of E-Commerce System In Marketplace (Shopee Indonesia). 2020 8th International Conference on Orange Technology (ICOT), 1–4.
Vartiainen, E., Masson, G., Breyer, C., Moser, D., & Román Medina, E. (2020). Impact of weighted average cost of capital, capital expenditure, and other parameters on future utility‐scale PV levelised cost of electricity. Progress in Photovoltaics: Research and Applications, 28(6), 439–453.
Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117, 543–556.
Wu, J.-J., & Chang, S.-T. (2020). Exploring customer sentiment regarding online retail services: a topic-based approach. Journal of Retailing and Consumer Services, 55, 102145.
Zahara, A. N., Rini, E. S., & Sembiring, B. K. F. (2021). The Influence of Seller Reputation and Online Customer Reviews towards Purchase Decisions through Consumer Trust from C2C E-Commerce Platform Users in Medan, North Sumatera, Indonesia. International Journal of Research and Review, 8(2), 422–438.