The Effect Interactive Marketing in Forming E-Loyalty
R. Hurriyati, DA Nabila, PD Dirgantari

Universitas Pendidikan Indonesia

Abstract

Every company in the e-commerce fashion competing to launch a strategy to build customer loyalty in order to maintain a sustainable competitive advantage. This research was conducted with the aim of knowing the effect of interactive marketing on e-loyalty through a questionnaire instrument. The research sample taken is as many as 200 respondents using purposive sampling technique.analysis technique in this study is verification using the Structural Equation Model (SEM) with the help of the IBM SPSS AMOS 26.0 for Windows application. The results show that interactive marketing has a positive effect on e-loyalty.

Keywords: E-Commerce

Topic: Marketing Management