PENGARUH CUSTOMER EXPERIENCE DAN BRAND TRUST TERHADAP CUSTOMER LOYALTY(Survei pada pengguna Marketplace Shopee di Kabupaten Tasikmalaya)

Annisa Rahmawati Fauziah; Kusuma Agdhi Rahwana; Evilia Sri  Yuniar

Vol. 24 No. 12 (2025): Musytari: Neraca Manajemen, Akuntasi, dan Ekonomi, ISSN 3025-9495

Articles

PENGARUH CUSTOMER EXPERIENCE DAN BRAND TRUST TERHADAP CUSTOMER LOYALTY(Survei pada pengguna Marketplace Shopee di Kabupaten Tasikmalaya)

pdf

Annisa Rahmawati Fauziah,
Kusuma Agdhi Rahwana, M.M,
Evilia Sri Yuniar, M.M

more info

Annisa Rahmawati Fauziah
Universitas Perjuangan Tasikmalaya

Published 2025-11-04

Keywords

Customer Experience, Brand Trust, Customer Loyalty

How to Cite

PENGARUH CUSTOMER EXPERIENCE DAN BRAND TRUST TERHADAP CUSTOMER LOYALTY(Survei pada pengguna Marketplace Shopee di Kabupaten Tasikmalaya). (2025). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 24(12), 231-240. https://cibjournal.com/index.php/musytari/article/view/1084

Abstract

This study aims to examine the influence of Customer Experience and Brand Trust on Customer Loyalty in the Shopee Marketplace within Tasikmalaya Regency. The research employs a quantitative method with a total sample of 100 respondents. The study utilizes both primary data, obtained through questionnaires, and secondary data from supporting literature. Data analysis is conducted using multiple linear regression with the help of SPSS version 26. The findings reveal that Customer Experience and Brand Trust simultaneously have a positive and significant effect on Customer Loyalty in the Shopee Marketplace. Furthermore, the results show that Customer Experience has a significant partial influence on Customer Loyalty, and Brand Trust also exerts a significant effect, indicating that both variables play a crucial role in enhancing Customer Loyalty toward the Shopee platform.

Keywords: Customer Experience, Brand Trust, Customer Loyalty

Abstrak

Penelitian ini bertujuan untuk menganalisis pengaruh Customer Experience dan Brand Trust terhadap Customer Loyalty pada Marketplace Shopee di Kabupaten Tasikmalaya. Metode yang digunakan adalah kuantitatif dengan 100 responden, menggunakan data primer dan sekunder yang dianalisis melalui regresi linear berganda dengan SPSS versi 26. Hasil penelitian menunjukkan bahwa Customer Experience dan Brand Trust secara simultan maupun parsial berpengaruh positif dan signifikan terhadap Customer Loyalty.

Kata kunci: Customer Experience, Brand Trust, Customer Loyalty

pdf

Downloads

Download data is not yet available.

References

1. Adhari, I. Z. (2021). Optimalisasi Kinerja Karyawan Menggunakan Pendekatan Knowledge Management & Motivasi Kerja (Vol. 1). CV. Penerbit Qiara Media.
2. Adisty, D. S., et al. (2021). Pengaruh Emotional Branding, Customer Experince dan Brand Trust terhadap Customer Loyalty pada Samsung Experience Store. Jurnal Ekonomi dan Bisnis Vol. 1 No. 1 Januari (2021) | Hal. 19-26.
3. Akbar, A., & Alam, S. (2020). Pengantar Bisnis Digital. Penerbit Deepublish, ISBN: 978-623-02-1644-1.
4. Al-Aziz, P., & Suyuthie, H. (2023). Pengaruh Customer Experience dan Brand Trust Terhadap Customer Loyality Tamu di Hotel Truntum Padang. Jurnal Manajemen Pariwisata Dan Perhotelan, 1(4), 33–45.
5. Amanda, F.N.C., et al. (2024). Pengaruh Customer Experience dan Brand Trust terhadap Customer Loyalty pada produk Implora di Aster Kosmetik Malang. Jurnal Ekonomi dan Manajemen Vol. 2, No. 1B, Januari 2025. Hal 1387-1398.
6. Ambia, S., & Tri, L. P. W., (2024). The Effect of Customer Experience and Brand Trust on Customer Loyalty Steaky Steak Bandar Lampung. Dinasti International Journal of Management Science Vol. 5 No. 3 January- February (2024) E-ISSN: 2686-522X P-ISSN: 2686-5211.
7. Anis, N., & Adji, A. S., (2023). Pengaruh Brand Awareness dan Customer Experience terhadap Customer Loyalty melalui Repurchase Intention (Study Kasus Pengguna Platform E-commerce Shopee di Kota Pasuruan). Jurnal Transparan-Vol. 15 No. 02 (2023) P-ISSN 2285-3327 E-ISSN 2797-6009.
8. Annisa, A. N., Suwandari, L., & Adi, P. H. (2019). Analisis Pengaruh Customer Experience, User Experience, Dan Hambatan Berpindah Terhadap Minat Beli Ulang (Studi Pada Konsumen Go-Jek Di Kota Purwokerto). Proceeding of International Conference Sustainable Competitive Advantage, 9(1).
9. Antara, H., Siswanto, & Damarsiwi, E. P. M. (2020). Pengaruh Customer Experience Dan Brand Trust Terhadap Customer Loyalty Pada Allbaik Chicken. Journal Bima (Business, Management And Accounting), 1(2), 115–125.
10. Chaffey, D. (2022). Digital Marketing: Strategy, Implementation and Practice (8th ed.). Pearson, 320-325.
11. Cuong, D. T., & Khoi, B. H. (2019). The effect of brand image and perceived value on satisfaction and loyalty at convenience stores in Vietnam. Journal of Advanced Research in Dynamical and Control Systems, 11(8), 1446–1454.
12. Damayanti, R. S. (2019). Pengaruh online customer review and rating, e-service quality dan price terhadap minat beli pada online marketplace shopee (Studi Empiris Pada Mahasiswa Universitas Muhammadyah Magelang). UMMagelang Conference Series, 684–693.
13. Darin, R. (2024). Top 10 daftar produk terlaris di shopee. Jubelio Blog.
14. Fandy, T., & Diana, A. (2020). Pemasaran: Penerbit Andi Yogyakarta.
15. Firmansyah, M. A. (2019). Pemasaran Produk dan Merek: Planning & Strategy. Penerbit Qiara Media.
16. Griffin, J. (2022). Customer Loyalty: How to Earn It, How to Keep It. Gramedia Pustaka Utama.
17. Hassan, S., et al. (2021). The Growth of E-Commerce Platforms and Its Impact on Business Models in Southeast Asia. Journal of Business & Retail Management Research, 15(3), 22–31.
18. Hidayah, A. (2024). Pengaruh Pengalaman Pelanggan dan Kepercayaan Terhadap Loyalitas Pelanggan. Jurnal Administrasi dan Bisnis, Volume 18, Nomor 1, Juni2024, ISSN 1987-726X eISSN2715-0216.
19. Hidayat. (2021). Manajemen Pemasaran. Deepublish (CV Budi Utama), Yogyakarta.
20. Huang, C. C., Lien, H. M., & Chen, M. C. (2021). The impact of brand experiences on brand loyalty: The mediating role of Brand Trust and brand love. Journal of Retailing and Consumer Services, 61, 102569.