Seller loyalty of Shopee marketplace community: Community study in Shopee Bekasi campus
Susinta Triningsih · Heri Iswanto · Prasetyo Hadi ORCID ↗
International Journal of Business Ecosystem & Strategy · 2023 · Vol. 5 / Issue 1 · 67-75
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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.
Keywords: {'name': 'Loyalty'}, {'name': 'Satisfaction'}, {'name': 'Community'}, {'name': 'Marketplace'}, {'name': 'Seller'}
Authors & affiliations
Susinta Triningsih
Affiliation not supplied
Heri Iswanto
Affiliation not supplied
Prasetyo Hadi
Affiliation not supplied
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