The Pleasure of Shopping that Increases Loyalty

Oct 13, 2025 by windailys.com 57 views

Dismantle the Secrets of Tokopedia User Loyalty in Medan: The Role of Trust and Shopping Enjoyment

The rapid development of the internet in Indonesia has led to a significant increase in online shopping, with many people using it to meet their daily needs. Tokopedia, one of the leading e-commerce platforms in Indonesia, has gained high trust and popularity among the people. In 2022, Tokopedia was named an e-commerce with the highest level of trust and visit, showcasing its dominance in the market. This advantage has triggered the emergence of positive perceptions of Tokopedia, particularly regarding trust and ease of shopping, thus attracting users to shop again.

The online shopping experience has become increasingly important, with users seeking convenience, security, and satisfaction. Tokopedia's success can be attributed to its ability to provide a seamless and enjoyable shopping experience, which has led to a significant increase in user loyalty. However, the factors that contribute to this loyalty are not yet fully understood. This study aims to explore the effect of perceived trust and perceived enjoyment on repurchase intention among Tokopedia users in Medan.

Research Methodology

This study uses a quantitative approach with an associative design. The population of this study consists of all Tokopedia users in Medan, with a sample of 100 people. The sampling technique used is non-probability sampling using the purposive sampling method. Data is collected through the distribution of questionnaires and literature studies. The analysis techniques used include validity tests, reliability tests, normality tests, multicollinearity tests, heteroscedasticity tests, multiple linear regression, partial tests, simultaneous tests, and determination coefficient tests, which are processed using SPSS software.

Results

The results of this study show that perceived trust has a significant positive influence on repurchase intention, with a value of SIG 0,000 <0.05 and a positive regression coefficient of 0.638. Perceived enjoyment also has a significant positive influence on repurchase intention, with a value of Sig 0.019 <0.05 and a positive regression coefficient of 0.391. The simultaneous test shows that the variable perceived trust and perceived enjoyment together have a significant effect on repurchase intention, with a level of influence of 61.3%, while the remaining 38.7% is influenced by other factors outside the research model.

Deeper Analysis

High Perception of Trust

The results of this study show that user trust in Tokopedia is a key factor in encouraging repurchase intention. This can be understood because trust in building a sense of security and comfort for users when transacting online. When users feel secure and comfortable, they are more likely to return to shop at Tokopedia.

The Pleasure of Shopping that Increases Loyalty

The perception of positive shopping pleasure reflects a pleasant and satisfying shopping experience. This positive experience encourages users to return to shop at Tokopedia. When users have a positive shopping experience, they are more likely to become loyal customers and recommend Tokopedia to others.

External Factors

This research also shows that there are other factors outside the research model that affect repurchase intention. These factors can be in the form of promotions, prices, and other personal factors that influence user purchasing decisions. Understanding these external factors is essential for Tokopedia to develop effective marketing and customer service strategies.

Conclusion

This study confirms that perceived trust and perceived enjoyment have a positive and significant influence on repurchase intention among Tokopedia users in Medan. These results provide a deeper understanding of the factors that encourage loyalty to e-commerce users in Indonesia. Tokopedia can take advantage of this finding to improve their marketing and customer service strategies to continue to build trust and increase user satisfaction, thus encouraging increased intentions of repurchasing and higher loyalty.

Recommendations

Based on the findings of this study, the following recommendations are made:

Tokopedia should continue to focus on building trust among its users by providing a secure and comfortable online shopping experience.
Tokopedia should also focus on providing a positive shopping experience by offering a wide range of products, competitive prices, and excellent customer service.
Tokopedia should conduct further research to understand the external factors that influence repurchase intention and develop effective marketing and customer service strategies to address these factors.

Limitations

This study has several limitations that should be noted. Firstly, the sample size is relatively small, which may limit the generalizability of the findings. Secondly, the study only focuses on Tokopedia users in Medan, which may not be representative of users in other cities or regions. Finally, the study only examines the effect of perceived trust and perceived enjoyment on repurchase intention, which may not be the only factors that influence loyalty.

Future Research Directions

This study provides several avenues for future research. Firstly, further research should be conducted to understand the external factors that influence repurchase intention and develop effective marketing and customer service strategies to address these factors. Secondly, the study should be replicated in other cities or regions to examine the generalizability of the findings. Finally, the study should be extended to examine the effect of other factors, such as product quality and customer service, on repurchase intention.

Resource

E-commerce in Indonesia: Trends and Insights (https://www.statista.com/statics/983215/indonesia-e-commerce-market-cue/)
Tokopedia: The Leading E-Commerce Platform in Indonesia (https://www.tokopedia.com/)

By understanding the factors that influence loyalty among e-commerce users, Tokopedia can develop effective marketing and customer service strategies to continue to build trust and increase user satisfaction, thus encouraging increased intentions of repurchasing and higher loyalty.

Q: What is the main objective of this study?

A: The main objective of this study is to explore the effect of perceived trust and perceived enjoyment on repurchase intention among Tokopedia users in Medan.

Q: What is perceived trust, and how does it relate to repurchase intention?

A: Perceived trust refers to the degree to which users feel secure and comfortable when transacting online. When users have a high level of trust in Tokopedia, they are more likely to return to shop at the platform, which is reflected in their repurchase intention.

Q: What is perceived enjoyment, and how does it relate to repurchase intention?

A: Perceived enjoyment refers to the degree to which users have a positive and satisfying shopping experience. When users have a high level of enjoyment when shopping at Tokopedia, they are more likely to return to shop at the platform, which is reflected in their repurchase intention.

Q: What are the key findings of this study?

A: The key findings of this study are that perceived trust and perceived enjoyment have a significant positive influence on repurchase intention among Tokopedia users in Medan. The study also found that the simultaneous effect of perceived trust and perceived enjoyment on repurchase intention is 61.3%, while the remaining 38.7% is influenced by other factors outside the research model.

Q: What are the implications of this study for Tokopedia?

A: The implications of this study for Tokopedia are that the platform should continue to focus on building trust among its users by providing a secure and comfortable online shopping experience. Tokopedia should also focus on providing a positive shopping experience by offering a wide range of products, competitive prices, and excellent customer service.

Q: What are the limitations of this study?

A: The limitations of this study are that the sample size is relatively small, which may limit the generalizability of the findings. The study only focuses on Tokopedia users in Medan, which may not be representative of users in other cities or regions. Finally, the study only examines the effect of perceived trust and perceived enjoyment on repurchase intention, which may not be the only factors that influence loyalty.

Q: What are the future research directions for this study?

A: The future research directions for this study are to conduct further research to understand the external factors that influence repurchase intention and develop effective marketing and customer service strategies to address these factors. The study should also be replicated in other cities or regions to examine the generalizability of the findings. Finally, the study should be extended to examine the effect of other factors, such as product quality and customer service, on repurchase intention.

Q: What are the practical implications of this study for e-commerce platforms?

A: The practical implications of this study for e-commerce platforms are that they should focus on building trust among their users by providing a secure and comfortable online shopping experience. E-commerce platforms should also focus on providing a positive shopping experience by offering a wide range of products, competitive prices, and excellent customer service.

Q: What are the theoretical implications of this study for consumer behavior?

A: The theoretical implications of this study for consumer behavior are that perceived trust and perceived enjoyment are important factors that influence repurchase intention. The study also highlights the importance of understanding the external factors that influence consumer behavior and developing effective marketing and customer service strategies to address these factors.

Q: What are the future research directions for consumer behavior?

A: The future research directions for consumer behavior are to conduct further research to understand the external factors that influence consumer behavior and develop effective marketing and customer service strategies to address these factors. The study should also be extended to examine the effect of other factors, such as product quality and customer service, on consumer behavior.

Q: What are the practical implications of this study for marketing and customer service?

A: The practical implications of this study for marketing and customer service are that they should focus on building trust among customers by providing a secure and comfortable online shopping experience. Marketing and customer service should also focus on providing a positive shopping experience by offering a wide range of products, competitive prices, and excellent customer service.

Q: What are the theoretical implications of this study for marketing and customer service?

A: The theoretical implications of this study for marketing and customer service are that perceived trust and perceived enjoyment are important factors that influence customer behavior. The study also highlights the importance of understanding the external factors that influence customer behavior and developing effective marketing and customer service strategies to address these factors.

Q: What are the future research directions for marketing and customer service?

A: The future research directions for marketing and customer service are to conduct further research to understand the external factors that influence customer behavior and develop effective marketing and customer service strategies to address these factors. The study should also be extended to examine the effect of other factors, such as product quality and customer service, on customer behavior.