MILLENNIAL CUSTOMER LOYALTY IN ONLINE SHOPPING ON DIGITAL PLATFORMS: A PERSPECTIVE OF NET PROMOTER SCORE

This study maps and analyses the customer loyalty level, namely, the Millennials aged 23-38 shopping online through digital platforms in 2020. The study's objects include, Bukalapak.com, Shopee.co.id, Tokopedia.com, Bibbli.com, Lazada.co.id, Carrefour.co.id, Indomaret.com, Zalora.co.id, Tiket.c...

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Autores principales:	Slamet Slamet, Findi Dia Finalia Sari, Indrayati Indrayati, Ilya Azmala
Formato:	article
Lenguaje:	EN
Publicado:	Universitas Padjadjaran 2021
Materias:	net promoter score; customer loyalty; millennials; online shopping; platform digital Commerce HF1-6182
Acceso en línea:	https://doaj.org/article/8265cd1122104f59b2ed6df68610715b
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spelling	oai:doaj.org-article:8265cd1122104f59b2ed6df68610715b2021-11-11T06:58:30ZMILLENNIAL CUSTOMER LOYALTY IN ONLINE SHOPPING ON DIGITAL PLATFORMS: A PERSPECTIVE OF NET PROMOTER SCORE10.24198/jbm.v22i2.7581412-36812442-4617https://doaj.org/article/8265cd1122104f59b2ed6df68610715b2021-09-01T00:00:00Zhttp://journal.feb.unpad.ac.id/index.php/jbm/article/view/758https://doaj.org/toc/1412-3681https://doaj.org/toc/2442-4617This study maps and analyses the customer loyalty level, namely, the Millennials aged 23-38 shopping online through digital platforms in 2020. The study's objects include, Bukalapak.com, Shopee.co.id, Tokopedia.com, Bibbli.com, Lazada.co.id, Carrefour.co.id, Indomaret.com, Zalora.co.id, Tiket.com, Traveloka.com, Gojek.com, Grab.com, and Gopay.com. The survey was conducted in Malang City and Regency, Indonesia. The instrument used was a questionnaire containing the respondent's profile and a single question about the willingness to offer recommendations to friends or colleagues. The questionnaire was circulated using Google Forms through WhatsApp and email. Furthermore, descriptive statistical analysis was used to describe the data in percentage, while the Net Promoter Score (NPS) method was used to determine customer category. The results showed that most consumers using the digital platform were in the Detractor (46.15%), including Lazada.co.id (NPS=-1.30%), Tiket.com (NPS-1.80%), Carrefour.co.id (NPS=-3.66%), Zalora.co.id (NPS=-3.68%), Bukalapak.com (NPS=-12.03), and Blibli.com (NPS=-18.13%). It means those platforms have disloyal consumers due to poor service. The second level is in the Passive category (38.46%), including Gojek.com (NPS=39.48%), Traveloka.com (NPS=32.92%), Tokopedia.com (NPS=23.82%), Gopay.com (NPS=23.4%), and Indomaret.com (NPS=22.91%). It means their services are satisfactory. Only 15.38% of consumers are in the Promoter, namely Shopee.co.id (NPS=53.86%) and Grab.com (NPS=56.32%). The services of these platforms are excellent, and their customers are very loyal. Thus, based on the NPS method, digital platform users in Indonesia are mostly Detractor and Passive users, very few in the Promoter category.Slamet SlametFindi Dia Finalia Sari Indrayati IndrayatiIlya AzmalaUniversitas Padjadjaranarticlenet promoter score; customer loyalty; millennials; online shopping; platform digitalCommerceHF1-6182ENJurnal Bisnis dan Manajemen, Vol 22, Iss 2, Pp 162-175 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	net promoter score; customer loyalty; millennials; online shopping; platform digital Commerce HF1-6182
spellingShingle	net promoter score; customer loyalty; millennials; online shopping; platform digital Commerce HF1-6182 Slamet Slamet Findi Dia Finalia Sari Indrayati Indrayati Ilya Azmala MILLENNIAL CUSTOMER LOYALTY IN ONLINE SHOPPING ON DIGITAL PLATFORMS: A PERSPECTIVE OF NET PROMOTER SCORE
description	This study maps and analyses the customer loyalty level, namely, the Millennials aged 23-38 shopping online through digital platforms in 2020. The study's objects include, Bukalapak.com, Shopee.co.id, Tokopedia.com, Bibbli.com, Lazada.co.id, Carrefour.co.id, Indomaret.com, Zalora.co.id, Tiket.com, Traveloka.com, Gojek.com, Grab.com, and Gopay.com. The survey was conducted in Malang City and Regency, Indonesia. The instrument used was a questionnaire containing the respondent's profile and a single question about the willingness to offer recommendations to friends or colleagues. The questionnaire was circulated using Google Forms through WhatsApp and email. Furthermore, descriptive statistical analysis was used to describe the data in percentage, while the Net Promoter Score (NPS) method was used to determine customer category. The results showed that most consumers using the digital platform were in the Detractor (46.15%), including Lazada.co.id (NPS=-1.30%), Tiket.com (NPS-1.80%), Carrefour.co.id (NPS=-3.66%), Zalora.co.id (NPS=-3.68%), Bukalapak.com (NPS=-12.03), and Blibli.com (NPS=-18.13%). It means those platforms have disloyal consumers due to poor service. The second level is in the Passive category (38.46%), including Gojek.com (NPS=39.48%), Traveloka.com (NPS=32.92%), Tokopedia.com (NPS=23.82%), Gopay.com (NPS=23.4%), and Indomaret.com (NPS=22.91%). It means their services are satisfactory. Only 15.38% of consumers are in the Promoter, namely Shopee.co.id (NPS=53.86%) and Grab.com (NPS=56.32%). The services of these platforms are excellent, and their customers are very loyal. Thus, based on the NPS method, digital platform users in Indonesia are mostly Detractor and Passive users, very few in the Promoter category.
format	article
author	Slamet Slamet Findi Dia Finalia Sari Indrayati Indrayati Ilya Azmala
author_facet	Slamet Slamet Findi Dia Finalia Sari Indrayati Indrayati Ilya Azmala
author_sort	Slamet Slamet
title	MILLENNIAL CUSTOMER LOYALTY IN ONLINE SHOPPING ON DIGITAL PLATFORMS: A PERSPECTIVE OF NET PROMOTER SCORE
title_short	MILLENNIAL CUSTOMER LOYALTY IN ONLINE SHOPPING ON DIGITAL PLATFORMS: A PERSPECTIVE OF NET PROMOTER SCORE
title_full	MILLENNIAL CUSTOMER LOYALTY IN ONLINE SHOPPING ON DIGITAL PLATFORMS: A PERSPECTIVE OF NET PROMOTER SCORE
title_fullStr	MILLENNIAL CUSTOMER LOYALTY IN ONLINE SHOPPING ON DIGITAL PLATFORMS: A PERSPECTIVE OF NET PROMOTER SCORE
title_full_unstemmed	MILLENNIAL CUSTOMER LOYALTY IN ONLINE SHOPPING ON DIGITAL PLATFORMS: A PERSPECTIVE OF NET PROMOTER SCORE
title_sort	millennial customer loyalty in online shopping on digital platforms: a perspective of net promoter score
publisher	Universitas Padjadjaran
publishDate	2021
url	https://doaj.org/article/8265cd1122104f59b2ed6df68610715b
work_keys_str_mv	AT slametslamet millennialcustomerloyaltyinonlineshoppingondigitalplatformsaperspectiveofnetpromoterscore AT findidiafinaliasari millennialcustomerloyaltyinonlineshoppingondigitalplatformsaperspectiveofnetpromoterscore AT indrayatiindrayati millennialcustomerloyaltyinonlineshoppingondigitalplatformsaperspectiveofnetpromoterscore AT ilyaazmala millennialcustomerloyaltyinonlineshoppingondigitalplatformsaperspectiveofnetpromoterscore
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MILLENNIAL CUSTOMER LOYALTY IN ONLINE SHOPPING ON DIGITAL PLATFORMS: A PERSPECTIVE OF NET PROMOTER SCORE

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