Abstract
This study aims to determine and analyze how far the buying experience can affect the loyalty of Traveloka Online Experience users. This study uses the independent variable (X) namely online buying experience and the dependent variable (Y) namely customer loyalty. The population of this study is all consumers who use Traveloka Online Experiance in the city of Surabaya. Sampling was carried out using the Non Probability Sampling technique with the Purposive Sampling method. The criteria for determining the sample used in this study are as follows: Users who have used Traveloka Online Experience for more than 3 months. With a sample of 100 respondents. The data analysis method used is simple linear regression analysis. The results obtained from this study indicate that the experience of buying online greatly affects consumers' loyalty to a product or service. This is evident from the trust and satisfaction of consumers for the product or service purchased. So that consumers will indirectly introduce the product to others.
Highlights
There are more and more e-commerce players or market places selling various flagship promos.One of them is by attracting consumers through various interesting shopping experiences such as through certain games
This study aims to determine and analyze how far the buying experience can affect the loyalty of Traveloka Online Experience users
The criteria for determining the sample used in this study are as follows: Users who have used Traveloka Online Experience for more than 3 months
Summary
There are more and more e-commerce players or market places selling various flagship promos.One of them is by attracting consumers through various interesting shopping experiences such as through certain games. Entertainment and game features in shopping applications that can be inserted into the lure of vouchers and other attractive offers are one way to attract consumers with a wider market (Nirawati et al, 2020)[1]. This phenomenon that occurs states that good products and services have not been able to satisfy customers. A consumer loyalty to a product or brand will be formed if the business entity is able to form and create a quality product. The formation and creation of a satisfaction and trust in the end is expected to be able to form and create a loyalty (Panjaitan et al, 2016)[2]
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