ANALISIS STRATEGI PEMASARAN DIGITAL TOKOPEDIA DAN SHOPEE TERHADAP LOYALITAS PELANGGAN E-COMMERCE

  • Anggit Dyah Kusumastuti Prodi Administrasi Bisnis, Fakultas Sosial Humaniora dan Seni, Universitas Sahid Surakarta, Indonesia;
  • Ahmad Agus Eko Tri Wahyudi Prodi Administrasi Bisnis, Fakultas Sosial Humaniora dan Seni, Universitas Sahid Surakarta, Indonesia;
  • Tezhalonika Marchela Prodi Administrasi Bisnis, Fakultas Sosial Humaniora dan Seni, Universitas Sahid Surakarta, Indonesia;
  • Luluk Nur Aulia Prodi Administrasi Bisnis, Fakultas Sosial Humaniora dan Seni, Universitas Sahid Surakarta, Indonesia;
  • Maharani Aura Budi Lestari Prodi Administrasi Bisnis, Fakultas Sosial Humaniora dan Seni, Universitas Sahid Surakarta, Indonesia;
  • Greysha Maretta Zahralia Aurel Prodi Administrasi Bisnis, Fakultas Sosial Humaniora dan Seni, Universitas Sahid Surakarta, Indonesia;
DOI: https://doi.org/10.24929/feb.v15i2.4917
Keywords: Digital Marketing Strategy, Customer Loyalty, Digital Consumer Behavior, Social Media, Customer Data Personalization

Abstract

The rapid development of digital technology has brought about significant changes in the business world, particularly in the e-commerce sector. The ease of internet access and the use of smartphones have simplified buying and selling activities, which can now be done efficiently through online applications. In recent years, Tokopedia and Shopee have become the two major players dominating the Indonesian market and competing fiercely to retain customer loyalty. The integration of platforms like TikTok Shop with Tokopedia in 2024 presents increasing challenges for Tokopedia in building consumer trust after facing several regulatory hurdles. This research aims to analyse the digital marketing strategies implemented by Tokopedia and Shopee in increasing customer loyalty. Through a comparative approach and qualitative analysis, this study found that the effective use of social media, personalisation, and content marketing plays a key role in shaping positive perceptions and strengthening customer loyalty.

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Published
2025-12-29
Issue
Vol 15 No 2: Performance: Jurnal Bisnis & Akuntansi
Section
Articles

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