The influence of social media to loyalty in an e-commerce

2nd Nommensen International Conference on Technology and Engineering

Sfenrianto^1 ; Yunita, Ika Romadoni^1 ; Gunawan, Wang^1

Information Systems Management Department, BINUS Graduate Program -Master of Information Systems Management, Bina Nusantara University, Jakarta

11480, Indonesia^1

关键词: Customer loyalty;    E-commerce business;    Facebook;    Multiple linear regression method;    Social media;   

Others  :  https://iopscience.iop.org/article/10.1088/1757-899X/420/1/012102/pdf
DOI  :  10.1088/1757-899X/420/1/012102

来源: IOP

【 摘 要 】

Customer loyalty is very much needed in the e-Commerce business. The use of social media is one of the new ways to maintain customer loyalty. Ngapakbanyumas.com is one of e-Commerce in Purwokerto, and the goal of this research is to find out the correlation between the influences of social media to maintain the loyalty of its members. This research had done the survey to 257 of its registered members on Facebook. Multiple linear regression method is used for data analysis. This method has the results: social media plays a huge role to increase the possibility of rebuying and loyalty behaviour, but this strategy has no impact on mouth-to-mouth sales.