Sinergi Manajemen Sumber Daya Manusia dan Pengalaman Konsumen terhadap Loyalitas pada E-Market Place Shoppe

Daffa Azka, M. Arief Setia Budi

Abstract


This study aims to analyze the effect of the synergy between human resource management and consumer experience on user loyalty in the Shopee e-marketplace in Banda Aceh. The background of this research is based on the increasingly intense competition in the digital business environment, which requires companies not only to improve internal quality through effective human resource management but also to provide an optimal consumer experience.The population of this study consists of Shopee users, with a sample of 100 respondents selected using a purposive sampling technique, namely users who have conducted at least two transactions on the platform. The data analysis method employed in this study is multiple linear regression using SPSS statistical software, which aims to examine the relationship and influence of independent variables, namely human resource management and consumer experience, on the dependent variable, namely consumer loyalty.The results indicate that partially, consumer experience is proven to have a more dominant influence compared to human resource management. both independent variables simultaneously have a significant effect on Shopee user loyalty. This finding indicates that aspects such as service quality, response speed, ease of application use, and transaction convenience are the main factors in shaping customer loyalty.Therefore, e-marketplace companies are expected to improve the quality of human resource management while continuously optimizing consumer experience in order to maintain and enhance customer loyalty in the long term.

Full Text:

PDF

References


Armstrong, M., & Taylor, S. (2023). Armstrong’s handbook of human resource management practice (16th ed.). London: Kogan Page.

Budi, M. A. S. (2025). Peranan repurchase intention dalam memediasi pengaruh customer experience dan trust: Perspektif loyalitas konsumen pada e-market place. Jurnal Riset Rumpun Ilmu Ekonomi, 4(1), 288-298.

Chasanah, T. M. U., Noor, A., & Andriana, R. (2025). Pengaruh customer experience, kualitas layanan, dan harga terhadap loyalitas pelanggan. RIGGS: Journal of Artificial Intelligence and Digital Business, 5(1). https://doi.org/10.31004/riggs.v5i1.4970

Fadila, D. R., & Sajili, M. (2025). The influence of customer experience on customer loyalty through repurchase intention in Shopee Jakarta users. Journal of Applied Business Administration. https://doi.org/10.30871/jaba.11795

Farenza, M., & Syahrizal. (2025). Pengaruh e-service quality terhadap loyalitas pelanggan marketplace menggunakan pendekatan PLS-SEM. Jurnal Manajemen dan Bisnis Digital, 4(2), 115–128. https://doi.org/10.31539/jmbd.v4i2.9123

Handayani, T., Widowati, R., & Nuryakin. (2021). E-service quality and customer loyalty in e-commerce Shopee. Journal of Asian Finance, Economics and Business, 8(4), 533–542. https://doi.org/10.13106/jafeb.2021.vol8.no4.0533

Hasanah, F., Sa’diyah, D., & Mu’alimin. (2025). Kepuasan pelanggan dan loyalitas konsumen: Sebuah literature review sistematik terhadap faktor penentu dan hubungannya dalam konteks pemasaran modern. Jurnal Pendidikan Dirgantara, 2(4). https://doi.org/10.61132/jupendir.v2i4.753

Hastina, M., Budi, M. A. S., & Fitri, A. (2025). Determinan self-efficacy wirausaha terhadap intensi wirausaha di Kota Banda Aceh. Jurnal Riset Manajemen dan Akuntansi, 5(1), 303 – 319.

Kuska, D. A. R., Wijayanto, H., & Santoso, A. (2024). Improving the e-satisfaction and e-loyalty based on e-trust and e-service quality on Shopee customer. Journal of Consumer Sciences, 9(1), 22–39. https://doi.org/10.29244/jcs.9.1.22-39

Lael, R. H., Rasyad, H. R., & Anam, M. K. (2025). Kualitas layanan, harga, dan kepercayaan sebagai penentu loyalitas pelanggan: Literature review sistematis dan sintesis temuan empiris terbaru. Jurnal Manajemen Kewirausahaan dan Teknologi, 2(4), 345–354. https://doi.org/10.61132/jumaket.v2i4.1103

Liputri, E., & Gosal, G. (2024). The relationship of customer experience, customer engagement, customer satisfaction, and customer loyalty in Shopee e-commerce. Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi, 11(1), 196–204. https://doi.org/10.35794/jmbi.v11i1.53201

Martio, R., Mugiono, M., & Moko, W. (2023). The effect of e-service quality and e-trust on e-loyalty in e-commerce. International Journal of Research in Business and Social Science, 12(3), 210–219. https://doi.org/10.20525/ijrbs.v12i3.2517

Maulana, M. T., Budi, M. A. S., & Fitri, A. (2025). Peranan kualitas layanan dan harga dalam meningkatkan kepuasan pelanggan. Jurnal Salingka Nagari, 4(1), 118 – 127.

Rahmayanti, D., & Oetarjo, S. (2024). Electronic service quality and customer loyalty in digital marketplace. International Journal of Learning and Educational Research, 23(5), 98–112. https://doi.org/10.26803/ijlter.23.5.6

Saputra, U. W. (2021). The role of user experience towards customer loyalty with mediating role of customer satisfaction at Shopee. Review of Management, Accounting, and Business Studies, 2(2), 89–104. https://doi.org/10.38043/revenue.v2i2.4050

Sheu, J. B., & Chang, Y. H. (2022). The impact of e-service quality on customer loyalty in online marketplace platforms. Total Quality Management & Business Excellence, 33(13–14), 1587–1605. https://doi.org/10.1080/14783363.2021.1885298

Suardhita, I. G. N., Putra, I. W. G. Y., & Saputra, K. A. K. (2024). The role of customer service quality in increasing e-commerce customer loyalty. Quality - Access to Success, 25(198), 310–317. https://doi.org/10.47750/QAS/25.198.33

Tanurahardja, A. M., & Cokki, C. (2023). Faktor-faktor yang memengaruhi customer loyalty Shopee. Jurnal Manajemen Bisnis dan Kewirausahaan, 7(5), 970–980. https://doi.org/10.24912/jmbk.v7i5.26499

Ulfi, S. Z., Budi, M. A. S., & Fitri, A. (2025). Anteseden loyalitas konsumen pada bisnis ritel di Kota Banda Aceh. Journal of Innovative & Creativity, 5(2), 5763-5777.

Young, D. A. (2024). Antecedents of customer trust and loyalty on Shopee Indonesia. Journal of Social and Economics Research, 6(1), 2044–2062. https://doi.org/10.54783/jser.v6i1.521




DOI: https://doi.org/10.37598/jsi.v5i1.2695

Refbacks

  • There are currently no refbacks.