The Effectiveness Of Digital Loyalty Programs On Customer Satisfaction And Loyalty

TKT Category : Sosial Humaniora ( with result in TKT Level  3 )

Research Title

EFEKTIVITAS CUSTOMER LOYALTY DIGITAL PROGRAM TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN (STUDI KASUS SHOPEE)

Target TKT Level 3 ( Implementation research at  2023 )

Year of Application: 2022

e-Catalog: –

Description of Product

ABSTRACT. Purpose – The purpose of this study is to analyze the effectiveness of customer maintenance using the Loyalty Digital Program on customer satisfaction and loyalty. on customer satisfaction and loyalty. Methodology – The method of collecting data in the study was to use a questionnaire regarding the loyalty program, customer satisfaction and loyalty given to 210 respondents as measured by 5 Likert scales. The results of the questionnaire obtained were processed using Path Analysis Findings – The results of this study indicate that the Digital Loyalty Program Variable (along with the entire Shopee Loyalty Program) has an effect on Customer Satisfaction and Shopee Customer Satisfaction. Customer Digital Loyalty Program which has the greatest influence on Customer Satisfaction is Financial Benefits. The Customer Satisfaction variable in this study also acts as a Mediating Variable which explains that the Customer Digital Loyalty Program Variable affects the Customer Loyalty Variable indirectly through Shopee customer Customer Satisfaction. Originality/Novelty – The originality of this research is that the Digital Loyalty Program discussed in this research is a program held by Shopee. Implications – This research is expected to provide information to business people, especially Shopee, on how to increase customer loyalty or continue to interact with the company or purchase products through the Customer Loyalty Digital Program.

Research Member

ATI MUSTIKASARI

Registered in Sinta using ATI MUSTIKASARI ( Sinta ID : 6014418 )
Status : Leader (Leader)    |  Universitas Telkom

RAHMAT HIDAYAT

Registered in Sinta using RAHMAT HIDAYAT ( Sinta ID : 28878 )
Status : Member (Member 1)    |  Universitas Telkom