Customer Satisfaction as a Mediator in the Relationship Between Islamic Marketing Mix and Loyalty Among Shopee's Muslim Customers in Jember
DOI:
https://doi.org/10.22441/jiess.2023.v4i2.003Keywords:
Islamic Marketing Mix, E-Commerce, Customer Loyalty, Customer SatisfactionAbstract
The proliferation of the internet has led to the emergence of numerous e-commerce platforms in Indonesia, with Shopee being one of the leading e-commerce platforms boasting a large loyal customer base. Shopee has secured its market leader position in Indonesia by leveraging an Islamic marketing mix. This study aims to analyze the effect of the Islamic marketing mix (product, place, price, promotion, process, people, physical evidence) on customer loyalty, with customer satisfaction acting as a mediating variable. This quantitative research employs both random sampling and convenience sampling methods, collecting data from 159 usable questionnaires completed by millennial Muslim customers in Jember. The data were analyzed using path analysis. The results indicate that the product, place, promotion, and people elements of the Islamic marketing mix have a significant positive effect on customer satisfaction. In contrast, price, process, and physical evidence do not significantly impact customer satisfaction. Furthermore, the study finds that product, promotion, and physical evidence significantly and positively influence customer loyalty, while price, place, process, and people do not have a significant effect on loyalty. Additionally, the study reveals that customer satisfaction does not mediate the relationship between the Islamic marketing mix elements (product, price, place, promotion, process, people, and physical evidence) and customer loyalty. This suggests that while certain elements of the Islamic marketing mix directly impact customer loyalty, the role of customer satisfaction as a mediating factor is not significant. Based on these findings, the study provides several recommendations for improving elements of the Islamic marketing mix to better attract and retain customers. These recommendations include enhancing product quality, developing effective promotional strategies, and reinforcing the physical evidence aspect to strengthen brand perception and loyalty among customers. In conclusion, the study underscores the importance of specific elements of the Islamic marketing mix in influencing customer satisfaction and loyalty, offering valuable insights for e-commerce platforms aiming to maintain a competitive edge in the Indonesian market.Downloads
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