Title:
THE ROLE OF DIGITAL MARKETING, CUSTOMER SATISFACTION, AND CUSTOMER TRUST IN MAINTAINING MILLENNIAL CUSTOMER LOYALTY: CASE STUDY ON THE TOKOPEDIA INDONESIA MARKETPLACE

Authors:
Erfan Kurniawan, Nani Fitriani*, Muhammad Irfan Rahadian, Agung Wahyu Handaru and Sri Indah Nikensari

Abstract:
This study aims to analyze the influence of digital marketing, customer trust, and customer satisfaction on customer loyalty. The population in this study are millennials in Jakarta, Bogor, Depok, Tangerang, and Bekasi (Indonesia) who use Tokopedia e-commerce as an online shopping platform. The sample used in this study is 100 respondents. The sample is taken using a probability sampling method with a simple random sampling technique. Primary data processing uses IBM SPSS version 26. The research results show that all dependent variables, which are digital marketing, customer trust, and customer satisfaction, positively influence customer loyalty. Thus, Tokopedia, one of Indonesia's biggest e-commerce platforms, must give special attention to those variables to maintain customer loyalty.

Keywords:
Sales Promotion, Celebrity Endorsement, Electronic Word of Mouth (e-WOM), Purchase Decision, E-Commerce