p–ISSN: 2723 - 6609 e-ISSN: 2745-5254

Vol. 4, No. 8, August 2023 http://jist.publikasiindonesia.id/

Doi : 10.59141/jist.v4i8.667 941

ANALYZE THE ROLE OF SOCIAL MEDIA IN INCREASING CUSTOMER

LOYALTY IN SHOPEE'S DIGITAL E-COMMERCE BUSINESS

Amelia

, Sukma Hendrian

, Mar'atus Solikhah

, Siti Ainul Kholipah

, Rendi

Brahma Fahrezi

Catur Insan Cendikia University Cirebon, Indonesia

1,2,3,5

, Cerdika International Cyber

Polytechnic Cirebon, Indonesia

Email: [email protected]

*Correspondence

ARTICLE INFO

ABSTRACT

Accepted

: 15-07-2023

Revised

: 08-08-2023

Approved

: 09-09-2023

The development of information technology, especially social media,

has brought significant changes in the way businesses operate and

interact with customers. In the era of digital business, social media has

become one of the important tools in building digital business loyalty

with its customers. The purpose of this study is to analyze the role of

social media in increasing customer loyalty in digital businesses. This

research uses qualitative research methods. The data collection

technique was carried out by a literature study obtained from Google

Scholar and social media from Shopee’s E-commerce digital business.

The data that has been collected is then analyzed thematically. The

results showed that social media plays a role in increasing customer

loyalty by increasing customer satisfaction and service quality through

customer interaction, promotional media, offering gifts, and sharing

interesting content.

Keywords: social media;

customer loyalty; digital

business.

Attribution-ShareAlike 4.0 International

Introduction

The development of information technology, especially social media, has brought

significant changes in the way businesses operate and interact with customers,

especially in the development of digital business. The development of digital business

and e-commerce has experienced rapid progress in recent years (Febriyantoro &

Arisandi, 2018). This makes e-commerce one of the businesses with excellent prospects

in the world of trade (Effendi, 2020).

In the digital business era, social media has become one of the important tools in

building digital business loyalty with its customers. Social media has become a

powerful tool for expanding business reach, increasing brand visibility, and creating

more direct interactions with customers. Social media platforms like Facebook,

Instagram, Twitter, and LinkedIn, businesses can make it easier for businesses to

communicate with customers in real time. Business people can promote products and

services, provide the latest information, and respond quickly to questions and input from

customers (Febriyamntoro &; Ariyandi, 2018).

This utilization of social media helps in building strong customer loyalty.

Customer loyalty refers to the level of customer commitment to continue using a

Amelia, Sukma Hendrian, Mar'atus Solikhah, Siti Ainul Kholipah, Rendi Brahma Fahrezi

Jurnal Indonesia Sosial Teknologi, Vol. 4, No. 8, August 2023 942

particular product or service consistently and resubscribe or make repeat purchases in

the future. This loyalty means customers remain loyal despite the influence of situations

or marketing efforts that can affect behavior change (Ismail, 2017).

One of these efforts is implemented by Shopee's digital business. Shopee is a

leading e-commerce platform in Southeast Asia and Taiwan. Released in 2015, Shopee

provides an online shopping platform that has been customized for each region,

providing customers with an easy, safe, and fast shopping experience (Sheu & Chang,

2022). With the support of a reliable payment system and logistics, Shopee is the main

choice for customers to shop online (Nurmawati, 2019).

In previous research conducted by (Sawitri & Chusumastuti, 2021), the research

examined the role of TikTok social media in the context of beauty masks. Another study

conducted by (Rizal, Irwan, & Yunus, 2022) examined the role of Instagram and

Facebook social media in the context of mobile token fantasy. So that the absence of

research in the context of Shopee's digital business is the novelty of this research. In

addition, this study also adds social media Twitter which has never been studied before

in increasing customer loyalty (Pramiana & Wahyudah, 2022). The purpose of this

study is to analyze the role of social media including Instagram and Twitter in

increasing customer loyalty to Shopee's digital business.

Research Methods

The object of this research is Shopee's Ecommerce digital business. This study

used qualitative research methods. Qualitative research methods mean that the research

does not rely on evidence-based mathematical logic, numerical principles, or statistical

methods. The focus of qualitative research is to understand and analyze the form and

content of human behavior and its qualities, without transforming them into

quantitative entities. In qualitative research, the data collected is more descriptive and

centered on a deep understanding of the phenomenon under study (Hamid &

Prasetyowati, 2021). Data collection techniques are carried out by literature studies

obtained from Google Scholar and social media from Shopee's digital Ecommerce

business. The data that has been collected is then analyzed thematically. The limitations

of this study were social media Instagram and Twitter.

Results and Discussion

Social media has also become an important channel for building a loyal customer

community and network, by sharing relevant and interesting content, businesses can

attract interest and maintain customer attention consistently (Du Plessis, 2017). Efforts

made by Shopee in increasing customer loyalty on social media are by increasing

customer interaction. This direct interaction allows businesses to better understand

customer needs and wants, to better tailor marketing and service strategies.

Analyze The Role Of Social Media In Increasing Customer Loyalty In Shopee's Digital E-

Commerce Business

Jurnal Indonesia Sosial Teknologi, Vol. 4, No. 8, August 2023 943

Figure 1. Shopee's interactions with customers on Twitter

This interaction can also be a form of customer service. Service is an important

factor that supports sales in culinary centers. Providing the best service to all consumers

is a step that needs to be taken so that consumers feel satisfied and want to return to buy

the products that have been provided. Consumers must be satisfied with the services

provided by culinary center owners (Permata & Azmi, 2020).

Shopee can also utilize Instagram and Twitter social media as tools to announce

various promotions, discounts, and special offers to its followers or loyal customers, by

using these platforms, Shopee can effectively reach its audience and attract customers'

attention to the attractive offers they offer.

Figure 2. Promotional announcements on Instagram media

With efforts to announce promotions and discounts through social media, Shopee

creates a sense of exclusivity for its followers. Customers who feel they are getting

special and exclusive offers tend to feel more valued and benefited. This encourages

them to shop more often and take advantage of the opportunities provided. In addition,

announcements through social media allow Shopee to increase interaction with

customers. Customers can respond directly via comments, direct messages, or retweets,

which provides an opportunity for Shopee to respond quickly to questions and provide

support. Shopee can hold contest campaigns and prize offers through Instagram and

Twitter as a strategy to increase customer engagement and create greater passion in

interacting with brands.

Amelia, Sukma Hendrian, Mar'atus Solikhah, Siti Ainul Kholipah, Rendi Brahma Fahrezi

Jurnal Indonesia Sosial Teknologi, Vol. 4, No. 8, August 2023 944

Figure 3. Offer prizes through Instagram social media

Contest campaigns and prize offers can create passion and enthusiasm among

customers. Customers will feel challenged to participate and strive to win prizes, thus

increasing engagement and interaction with the brand. Customers who engage in contest

campaigns and earn prizes tend to feel more attached to the brand. Customers feel

valued and recognized for their participation, thus strengthening the relationship

between the customer and the brand. Giveaways can increase customer satisfaction

because they provide an opportunity for customers to feel appreciated and get prizes or

products for free. This effort is by (Agustima &; Yoestini, 2012) that to increase

customer loyalty there are various ways including service quality and customer

satisfaction. Shopee can use social media such as Instagram and Twitter to inform

customers about the latest products, exclusive collections, and latest offers.

Analyze The Role Of Social Media In Increasing Customer Loyalty In Shopee's Digital E-

Commerce Business

Jurnal Indonesia Sosial Teknologi, Vol. 4, No. 8, August 2023 945

Figure 4. Product information via social media Twitter

By providing information about the latest products, Shopee can attract customers'

attention and encourage them to explore new product options to increase customer

loyalty (Arfifahani, 2018). Through social media platforms Instagram and Twitter,

Shopee can also strategically use a variety of relevant and interesting content to increase

interaction with customers and maintain their interest in the brand.

Figure 5. Shopee shares interesting content

Amelia, Sukma Hendrian, Mar'atus Solikhah, Siti Ainul Kholipah, Rendi Brahma Fahrezi

Jurnal Indonesia Sosial Teknologi, Vol. 4, No. 8, August 2023 946

The development of information technology has brought significant progress in

collecting data on customer behavior and preferences in business, with the existence of

advanced technology and systems, businesses can collect data from various sources,

such as purchase transactions, customer interactions on social media, customer

satisfaction surveys, and others. The collected data can then be processed and analyzed

using sophisticated data analysis techniques, such as big data analytics, machine

learning, and artificial intelligence. This data analysis allows businesses to identify

trends and patterns that may be difficult to spot manually (Hartatik et al., 2023).

To understand these trends and patterns, businesses can make more informed

decisions in improving customer experience. For example, businesses can identify

customer preferences and tailor product or service offerings to better meet their needs.

In addition, data can also be used to improve marketing strategies, for example by

sending relevant and timely messages to customers, thereby increasing response and

engagement rates (Sari et al., 2023).

Leveraging this sophisticated data analysis can improve customer experience, increase

satisfaction, and build long-term relationships with customers. In addition, the collected

data can also help businesses to optimize their operations, improve efficiency, and

identify new opportunities for overall business growth (Grubor & Jakša, 2018).

Conclusion

Social media has an important role in increasing customer loyalty by increasing

customer satisfaction and service quality through various interactions with customers.

Through social media platforms, businesses can communicate directly with customers

and respond to their requests, queries, or concerns quickly and efficiently. These

positive, responsive interactions make customers feel valued and connected to the

brand, so they are more likely to stay loyal and choose products or services from the

business. In addition, social media is also an effective means of promoting products,

services, and special offers to customers. By sharing information about discounts,

exclusive offers, or promotional events, businesses can incentivize customers to shop

more often and feel like they're getting added value from their purchases. Not only that,

holding giveaways, contests, or loyalty programs on social media can also increase

customer engagement. The attractive rewards and rewards offered will encourage active

participation from customers, which in turn will help build a stronger relationship with

the brand. Lastly, sharing relevant, interesting, and useful content on social media also

contributes to increasing customer loyalty. Quality content about products, usage tips, or

customer success stories will attract customer attention and engagement toward the

brand.

Analyze The Role Of Social Media In Increasing Customer Loyalty In Shopee's Digital E-

Commerce Business

Jurnal Indonesia Sosial Teknologi, Vol. 4, No. 8, August 2023 947

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