The Effect of Islamic Marketing Mix towards Costumer Loyalty and Customer Satisfaction on Shopee Millennial Muslim

Authors

  • Moch Syafi'i Universitas Jember, Indonesia
  • Mohamad Mondir Universitas Islam Negeri KH Achmad Siddiq, Indonesia
  • M. Zikwan Universitas Ibrahimy, Indonesia
  • Zainul Anwar Universitas Ibrahimy, Indonesia

DOI:

https://doi.org/10.29040/jiei.v9i3.9685

Keywords:

Islamic Marketing Mix, E-Commerce, Customer Loyalty, Customer Satisfaction

Abstract

The improvement of internet creates many e-commerce in Indonesia. E-commerce became a receptacle for millennial generation who want to buy goods and services online. In Indonesia, Shopee is e-commerce that has become market leader. Shopee is using Islamic marketing mix to maintain its position in Indonesian market. The purpose from this research is to analyze the influence of Islamic marketing mix (product, price, place, promotion, process, people and physical evidence) on customer loyalty towards customer satisfaction. This research is quantitative research. The sampling technique used is random sampling and convenience sampling. Skala Likert will be used for measuring the data collected. There are 159 samples from millennial Muslims in Jember for this research. The data that has been collected will be analyzed using path analysis. The result indicated that product, place, promotion, and people significantly affect customer satisfaction while price, process, and physical evidence are not significant. Product, promotion, and physical evidence also have substantial effects on customer loyalty while price, place, process, and people are not. Customer satisfaction also has no significant effect on customer loyalty. The result also shows that customers cannot mediate product, price, place, promotion, process, people, and physical evidence towards customer loyalty.

Author Biography

Mohamad Mondir, Universitas Islam Negeri KH Achmad Siddiq

Saya adalah peneliti muda yang berfokus kepada pengembangan ekonomi Syariah di Indonesia. Pernah menimba ilmu ekonomi Syariah di Pesantren Salafiyah Syafi'iyah Sukorejo dan UIN KH Achmad Siddiq Jember

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Published

23-11-2023

How to Cite

Syafi’i, M., Mondir, M., Zikwan, M., & Anwar, Z. (2023). The Effect of Islamic Marketing Mix towards Costumer Loyalty and Customer Satisfaction on Shopee Millennial Muslim. Jurnal Ilmiah Ekonomi Islam, 9(3), 4209–4222. https://doi.org/10.29040/jiei.v9i3.9685

Issue

Vol. 9 No. 3 (2023): JIEI : Vol.9, No.3, 2023

Section

Articles

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