The Influence Of Word-Of-Mouth And Brand Engagement On Shopee User Loyalty
Keywords:
WOM, Brand Engagement, Loyalty, Shopee
Abstract
The purpose of this research is to analyze and test the factors that influence Shopee user loyalty in Pekalongan City. These factors include word-of-mouth and brand engagement. This research used a quantitative method with regression analysis. Data were collected using an online questionnaire distributed to Shopee users in Pekalongan City. A purposive sampling technique was used, involving 86 respondents who had previously made transactions on Shopee in Pekalongan City. The data were analyzed using IBM SPSS version 25 and subjected to several tests, including validity, reliability, classical assumption testing, multiple linear regression analysis, and coefficient of determination testing. The results of this research indicate that word-of-mouth and brand engagement significantly influence Shopee user loyalty in Pekalongan City. The Influence of Word-of-Mouth and Brand Engagement on Shopee User Loyalty in Pekalongan City, the higher the loyalty of Shopee users in Pekalongan City.References
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Anderson, E. W. (1998). Customer Satisfaction and Word of Mouth. Journal of Service Research, 1(1), 5–17
Ardiana, H. (2022). Relationship Marketing dan Brand Equity Mempengaruhi Loyalitas Nasabah Bank Syariah Di Pekanbaru. BALANCE: Economic, and Business Journal, 9(1), 7–22.
Astianita, A. D. ., & Lusia, A. . (2022). Pengaruh Kualitas Layanan, Citra Merek, Word of Mouth dan Promosi Terhadap Loyalitas Pelanggan. Jurnal Indonesia Sosial Teknologi, 3(03), 370–380. https://doi.org/10.59141/jist.v3i03.382
Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252–271. https://doi.org/10.1177/1094670511411703
Damayanti, F., Bayu Wicaksono, D., Rivaldi Shadam, M., & Curatman, A. (2024). The Role of Customer Brand Engagement in Mediating the Effect of Brand Expressiveness and Brand Community Identification on Brand Loyalty. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 7(1), 4689-4708. https://doi.org/10.31538/iijse.v7i3.5066
Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: A social media perspective. Journal of Product and BrandmManagement, 24(1), 28–42. https://doi.org/10.1108/JPBM-06-2014-0635
Griffin, & Jill. (2013). Customer Loyalty Menumbuhkan dan Mempertahankan Pelanggan. Erlangga
Hollebeek, L. D. (2011). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of Marketing Management, 27(7–8), 785–807. https://doi.org/10.1080/0267257X.2010.511308
Jauch, L.R. & Glueck, W.F, (1998),Business Policy and Strategic Management. McGraw Hill, New Yor
Khan, M. N., Rahman, Z., & Fatma, M. (2020). The role of social media in creating brand engagement: An empirical investigation in the fashion sector. Journal of Retailing and Consumer Services, 55, 102123. doi.or
Kurniawati, E., Widowati, SY. & Santoso, Aprih. (2021).Pemasaran Online Media Penunjang Perkembangan UKM Berbasis Pelatihan. Jurnal Buletin Abdi Masyarakat. 1(2). 11-15
Kusnilawati, N. & Santoso, Aprih. 2021). Analisis Determinan Kinerja Bisnis Wirausaha Mahasiswa Di Masa Pandemi Covid-19. Jurnal Nusantara Aplikasi Manajemen Bisni. 6(2). 199-215
Mashur. (2020). Analisis Dimensi Loyalitas Pelangan. IQTISHADUNA: Jurnal Ilmiah Ekonomi Kita, 9(1), 54–64.
Mowen, J. C., & Minor, M. (2002). Perilaku Konsumen. Alih Bahasa: Dwi Kartini Yahya. Jakarta: Erlangga.
Nurfitriana, R., Surachman & Hussein, AS. (2020). Mediated by Customer Engagement: Study on Consumers of Wardah Cosmetics. Management and Economics Journal. 4(2). 105-116. DOI: https://doi.org/10.18860/mec-j.v4i2.6251
Oliver. (2013).Applications for Hydrous Ferric Oxide Mine Water Treatment Sludge - A Review.” Reliable Mine Water Technology: Proceedings of the International Mine Water Association Annual Conference 2013, I & Ii 63 (1999): 519–24
Oswari, T. (2025). Direct and Indirect Effects of Customer Engagement and Brand Trust on Loyalty Through Purchase Decisions: An Empirical Study on Fashion Product Customers in Indonesia. International Journal of Innovative Research and Scientific Studies, 8(3) 2025. 2961-2971
Pertiwi, NTB. & Sondakh, O. (2025). The Influence Of Social Media Marketing On Customer Brand Engagement In Forming Brand Loyalty At Kopi Janji Jiwa. International Journal of Economics Accounting and Management, 1(6), 386–399. https://doi.org/10.60076/ijeam.v1i6.1129
Santoso, Aprih., Hartoto, WE. & Kurniawati, E. (2920). Pelatihan Manajemen Usaha Dan Pembuatan Merk. Jurnal JATTEC. 1(1). 14-20
Schiffman, L. G., & Wisenblit, J. (2019). Consumer Behavior 12 Ed. New York: Pearson Education
Sweeney, J. C. (2018). Word-of-mouth marketing. In E. L. MacGeorge & L. M. Van Swol (Eds.), The Oxford handbook of advice (pp. 342–362). Oxford University Press. https://doi.org/10.1093/oxfordhb/9780190630188.013.18.
Tjiptono, F. (2020). Strategi Pemasaran: Prinsip dan Penerapan. Yogyakarta: Penerbit ANDI
Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2), 122–146. https://doi.org/10.2753/MTP1069-6679200201
How to Cite
Reyki Guruh Santosa, A., Setiawan, F., & Kristyana, N. (1). The Influence Of Word-Of-Mouth And Brand Engagement On Shopee User Loyalty . Kontigensi : Jurnal Ilmiah Manajemen, 13(2), 1389-1391. https://doi.org/10.56457/jimk.v13i2.921
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