Issue |
E3S Web Conf.
Volume 448, 2023
The 8th International Conference on Energy, Environment, Epidemiology and Information System (ICENIS 2023)
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Article Number | 02038 | |
Number of page(s) | 10 | |
Section | Information System | |
DOI | https://doi.org/10.1051/e3sconf/202344802038 | |
Published online | 17 November 2023 |
Development of Customer Loyalty Measurement Application using R Shiny
1 Magister of Information System, School of Postgraduate, Diponegoro Univeristy, Semarang, Indonesia
2 Department of Mathematics, Diponegoro Univeristy, Semarang, Indonesia
3 Department of Physis, Diponegoro Univeristy, Semarang, Indonesia
Shopee is a successful e-commerce platform in Southeast Asia today, becoming the leading choice for customers who want to shop online and has built loyal relationships with customers. Apart from Shopee, many other e-commerce companies also emphasize the importance of building customer loyalty as their primary goal. This research will explore the main factors that play a role in creating Shopee customer loyalty. By measuring customer loyalty, which refers to the variables of customer satisfaction, promotions, data security, and customer service. Through the Structural Equation Modeling Partial Least Squares (SEM-PLS) method. Research data was obtained by distributing questionnaires to 180 customers who purchased on Shopee, distributed via TikTok. The research results show that two hypotheses were tested to understand the influence of variables on customer loyalty. The results show that customer satisfaction has a significant impact that exceeds other variables in creating customer loyalty. Promotion and data security also contribute positively, while customer service, although it has a positive effect, is not significant in influencing customer loyalty. The research conclusion emphasizes customer satisfaction as the primary strategy for maintaining and increasing customer loyalty, especially in the tight competitive environment in the e-commerce industry.
© The Authors, published by EDP Sciences, 2023
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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