The Influence of Social Media Factors on Customer Loyalty in Tokopedia E-Commerce

The rapid growth of e-commerce in Indonesia has brought profound changes to consumer behavior, particularly in the way customers interact with online platforms. Tokopedia, one of Indonesia’s leading e-commerce platforms, has played a significant role in this digital transformation. This study aims to examine the key factors that influence customer loyalty in the context of e-commerce, using Tokopedia as a case study. Specifically, the research investigates the impact of six variables: interactivity, social media marketing, online trust, social customer relationship management (CRM), product quality, and customer loyalty A quantitative research approach was adopted, utilizing Structural Equation Modeling with Partial Least Squares (SEM-PLS) to analyze the relationships among the variables. Data was gathered from 105 Tokopedia users through an online questionnaire, ensuring a relevant and targeted sample. The empirical findings indicate that interactivity, social media marketing, online trust, and product quality exert a significant positive influence on customer loyalty. In contrast, social CRM was found to have no statistically significant effect on loyalty in this study’s context. These results offer valuable insights for e-commerce practitioners and digital marketers seeking to improve customer engagement and long-term loyalty. By prioritizing features that enhance user interaction, maintaining a trustworthy online environment, leveraging effective social media strategies, and delivering high-quality products, e-commerce platforms like Tokopedia can strengthen their customer base and sustain a competitive edge. This research contributes to the growing body of literature on digital consumer behavior in emerging markets and highlights the evolving dynamics between e-commerce platforms and consumer loyalty in Indonesia’s digital economy.