The influence of social media marketing activities on customer loyalty: A study of e-commerce industry

Abstract

Web 2.0, focusing on user involvement and cooperation, is vital for online marketing. To succeed in such a cutthroat industry, every online business must place a premium on earning and retaining clients' trust and loyalty in the digital realm. The study's objective is to ascertain whether or not electronic consumer loyalty and online trust are enhanced by social media marketing. The results of the poll, which included 596 individuals, showed that social media marketing tools had a significant effect on consumers' faith in and commitment to businesses through digital channels. The results of this study will hopefully add to what has been applied to social media marketing for online businesses.

Online Consumer Product Purchasing Behavior Post Covid-19

“…From these things it can be seen several factors that influence online purchasing decisions such as price, trust, convenience, and security.Decision making to buy products online is based on Safety, Convenience, Trust, price and product. The results of this study are consistent with those of other researchers who state that security has a positive and significant influence on online purchasing decisions at Tokopedia.com (Khoa & Huynh, 2023;Ousseini et al, 2017;Sanjaya & Tarigan, 2009). Based on the background information described above, the authors wish to examine several factors that influence online purchasing decisions.…”

“…Trust is the trust of certain parties to others in conducting transactional relationships based on a belief that the person achieved will fulfill all his obligations properly as expected (Anggraeni & Madiawati, 2016).Trust means that the buyer believes in the ability of the online seller, whether the online seller can guarantee security when making a payment transaction, ensuring that the transaction will be processed immediately. According to (Khoa & Huynh, 2023;Osterberg & Nilsson, 2009;Sungkawati., 2018) trust has three dimensions, the dimensions of trust are: 1) Integrity: Concerned with referring to the correctness of the expected product or service. 2) Competence: Relates to technical and interpersonal knowledge and skills possessed by individuals from the expected product or service.…”

“…This convenience factor is related to how operational transactions are done online. According to Park and Yoon, Internet shopping allows customers to save their time and effort when buying the desired product (Khoa & Huynh, 2023;Wu et al, 2022).According (Kannan & Li, 2017) suggested that the advantages from the online consumer side, is one of convenience. With an online business, consumers no longer need to think about and experience traffic conditions, there is no need to think about parking, therefore consumer have more time to spend on product research, comparing prices, and ultimately buying products.…”

“…The number of internet users in Indonesia is used by various parties as an opportunity to run a business online. E-commerce is an exchange activity between 2 (two) or more parties using the internet (Chaffey, 2002;Khoa & Huynh, 2023). According to (Sari et al, 2021) E-commerce that is often used by the millennial generation is e-commerce type of market place.…”

“…We simply choose the items we want to buy, then make payments, either by transferring funds to the seller via ATM (Automated Teller Machine), cutting off customer credit, COD (Cash On Delivery), or for those who shop through Online shopping, you can use Online shopping pay. All the advantages offered by the internet do not immediately make potential consumers sure to shop online (Kannan & Li, 2017;Khoa & Huynh, 2023). Shopping activities that are carried out virtually make potential consumers and business people no longer require the face-to-face experience.…”