Track: Business Management

Abstract

The world of marketing is very dependent on consumer satisfaction which will affect consumer loyalty, where consumers always play an important role on the spearhead of the business continuity of marketers or companies. Marketers or companies need to pay attention to consumer loyalty as an important factor for the success of selling both goods or services offered to consumers. Consumers who are satisfied with the quality of the product, both goods and or services, will be loyal and refer to other potential customers, so as to create synergy in a product marketing chain. This study focuses on comparing consumer loyalty from two well-known marketplaces in Indonesia, namely Shopee and Tokopedia. Generally, consumer loyalty from the marketplace business depends on the promotion system offered by the marketplace. The more intense the promotions offered by the marketplace, the more it will provide a catalyst for consumers to stay loyal and loyal to shopping on the marketplace page.