AL MATANIAL MATANI

Jurnal Testing dan Implementasi Sistem InformasiJurnal Testing dan Implementasi Sistem Informasi

The aim of this research is to analyze the influence of online shopping experiences and influencer marketing on consumer trust and loyalty when shopping via e-commerce platforms (study in the Pekanbaru community). The population in this study is unknown to the people of Pekanbaru. The sampling technique used was the Roscoe method. The sample size for this study was 170 respondents from the Pekanbaru community. The sampling technique was carried out using non-probability sampling with Purposive Sampling Technique. The data analysis technique uses the Structural Equation Model (SEM) approach with Partial Least Squares (PLS). The results of this research show that online shopping experience and influencer marketing have a significant positive effect on consumer trust and loyalty in the Pekanbaru community, being the most dominant variables in influencing consumer loyalty.

This study concludes that online shopping experience and influencer marketing significantly and positively impact consumer trust and loyalty in e-commerce platforms.The findings demonstrate that a positive online shopping experience and effective influencer marketing strategies are crucial for building consumer trust.Ultimately, this research highlights the importance of enhancing platform usability, ensuring service quality, and collaborating with credible influencers to foster customer loyalty in the competitive digital marketplace.

Future research should explore the impact of emerging technologies, such as artificial intelligence and virtual reality, on enhancing the online shopping experience and building consumer trust. Investigating the role of personalized recommendations and interactive features could provide valuable insights for e-commerce businesses. Furthermore, studies could examine the effectiveness of different influencer marketing strategies, considering factors like influencer authenticity and audience engagement, to optimize campaign performance. Finally, longitudinal studies are needed to understand how consumer trust and loyalty evolve over time in response to changing digital landscapes and emerging trends, providing a more dynamic understanding of consumer behavior in e-commerce.

  1. E‐satisfaction and e‐loyalty: A contingency framework - Anderson - 2003 - Psychology... doi.org/10.1002/mar.10063EyAAAasatisfaction and eyAAAaloyalty A contingency framework Anderson 2003 Psychology doi 10 1002 mar 10063
  2. Prologia. pengaruh influencer marketing tiktok brand bittersweet najla prologia main navigation content... doi.org/10.24912/pr.v5i2.10211Prologia pengaruh influencer marketing tiktok brand bittersweet najla prologia main navigation content doi 10 24912 pr v5i2 10211
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