Seller loyalty of Shopee marketplace community: Community study in Shopee Bekasi campus

Authors

  • Susinta Triningsih Universitas Pembangunan Nasional "Veteran" Jakarta
  • Heri Iswanto Universitas Pembangunan Nasional "Veteran" Jakarta
  • Prasetyo Hadi Universitas Pembangunan Nasional "Veteran" Jakarta https://orcid.org/0000-0001-8178-0763

DOI:

https://doi.org/10.36096/ijbes.v5i1.388

Keywords:

Loyalty, Satisfaction, Community, Marketplace, Seller

Abstract

This study aims to analyse seller loyalty through community marketing and seller satisfaction. This study employs a method with a sample of 135 sellers from the Shopee Campus community in Bekasi. Research data were obtained through questionnaires distributed to the sample and analysed using SmartPLS 0.3. The results showed that community marketing significantly positively affected seller loyalty. Thus, community marketing has a significant positive effect on seller satisfaction. Moreover, seller satisfaction has a significant positive effect on seller loyalty. In contrast, community marketing through seller satisfaction positively affects seller loyalty.

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Published

2023-01-16

How to Cite

Triningsih, S., Iswanto, H., & Hadi, P. (2023). Seller loyalty of Shopee marketplace community: Community study in Shopee Bekasi campus. International Journal of Business Ecosystem & Strategy (2687-2293), 5(1), 67–75. https://doi.org/10.36096/ijbes.v5i1.388

Issue

Section

Business Ecosystem