{"title":"体验营销的影响，以及对贝卡西布广场顾客的忠诚度的信任","authors":"Yayan Hendayana, Ummy Solichati","doi":"10.17509/manajerial.v20i2.29998","DOIUrl":null,"url":null,"abstract":"This study aims to determine the influence of marketing and trust on consumer loyalty to Shopee marketplace users in Bekasi City. The sample used in this study were 165 respondents using Shopee in Bekasi City, but only 154 respondents who met the requirements and could be analyzed further. Testing in this study uses Structural Equation Modeling (SEM) with the AMOS program. The results show a high Goodness of Fit and simultaneous and individual testing also provides significant results. The results of data analysis show that experiential marketing and trust from users of the Shopee marketplace in Bekasi City have a positive and significant effect on consumer loyalty.","PeriodicalId":181401,"journal":{"name":"Jurnal MANAJERIAL","volume":"98 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2021-12-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"PENGARUH EXPERIENTIAL MARKETING DAN KEPERCAYAAN TERHADAP LOYALITAS KONSUMEN PENGGUNA MARKETPLACE SHOPEE DI KOTA BEKASI\",\"authors\":\"Yayan Hendayana, Ummy Solichati\",\"doi\":\"10.17509/manajerial.v20i2.29998\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This study aims to determine the influence of marketing and trust on consumer loyalty to Shopee marketplace users in Bekasi City. The sample used in this study were 165 respondents using Shopee in Bekasi City, but only 154 respondents who met the requirements and could be analyzed further. Testing in this study uses Structural Equation Modeling (SEM) with the AMOS program. The results show a high Goodness of Fit and simultaneous and individual testing also provides significant results. The results of data analysis show that experiential marketing and trust from users of the Shopee marketplace in Bekasi City have a positive and significant effect on consumer loyalty.\",\"PeriodicalId\":181401,\"journal\":{\"name\":\"Jurnal MANAJERIAL\",\"volume\":\"98 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2021-12-27\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Jurnal MANAJERIAL\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.17509/manajerial.v20i2.29998\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Jurnal MANAJERIAL","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.17509/manajerial.v20i2.29998","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
PENGARUH EXPERIENTIAL MARKETING DAN KEPERCAYAAN TERHADAP LOYALITAS KONSUMEN PENGGUNA MARKETPLACE SHOPEE DI KOTA BEKASI
This study aims to determine the influence of marketing and trust on consumer loyalty to Shopee marketplace users in Bekasi City. The sample used in this study were 165 respondents using Shopee in Bekasi City, but only 154 respondents who met the requirements and could be analyzed further. Testing in this study uses Structural Equation Modeling (SEM) with the AMOS program. The results show a high Goodness of Fit and simultaneous and individual testing also provides significant results. The results of data analysis show that experiential marketing and trust from users of the Shopee marketplace in Bekasi City have a positive and significant effect on consumer loyalty.
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