Millennial customer loyalty in online shopping on digital platforms: a perspective of net promoter score

Slamet, Slamet ORCID: https://orcid.org/0000-0001-5583-5425, Sari, Findi Dia Finalia and Azmala, Ilya (2021) Millennial customer loyalty in online shopping on digital platforms: a perspective of net promoter score. Jurnal Bisnis dan Manajemen, 22 (2). pp. 162-175. ISSN 2621-1971

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Abstract

This study aims to map and analysis the level of Millennial customer loyalty. The respondents were Millennials aged 23-38 who carry out online shopping through digital platforms in 2020. Furthermore, 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, East Java, Indonesia. Also, the instrument used was a questionnaire which contains the respondent's profile and a single question regarding the willingness to provide recommendations to friends or colleagues. The questionnaire was distributed using Google Forms through WhatsApp and email. Furthermore, statistic descriptive 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%) which include 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%). This means that digital platforms have disloyal consumers due to poor service. The second level of digital platform users is the Passive (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%). This means that the service is considered good with a satisfied. 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 Shopee.co.id and Grab.com are in the excellent and very loyal. Therefore, based on the NPS method, consumers of digital platform users in Indonesia are mostly Detractor and Passive users, with very few in the Promoter.

Item Type:	Journal Article
Keywords:	net promoter score; customer loyalty; millennials; online shopping; platform digital
Divisions:	Faculty of Economics > Department of Management
Depositing User:	Slamet Slamet
Date Deposited:	21 Apr 2022 10:02

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