Pengaruh Social Media Marketing dan Influencer Credibility terhadap Customer Loyalty Pengguna ShopeePay di Kota Bogor

Abstract

Ketatnya persaingan dompet digital menuntut ShopeePay mempertahankan loyalitas Generasi Z yang rentan berpindah layanan. Penelitian ini bertujuan mengetahui karakteristik penggunaan ShopeePay serta menganalisis pengaruh social media marketing dan influencer credibility terhadap customer loyalty pada Generasi Z pengguna ShopeePay di Kota Bogor. Penelitian menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 188 responden yang dipilih menggunakan teknik convenience sampling. Data dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa social media marketing tidak berpengaruh signifikan terhadap customer loyalty, sedangkan influencer credibility berpengaruh positif dan signifikan, dengan dimensi trustworthiness sebagai dimensi yang paling dominan. Temuan ini mengimplikasikan bahwa ShopeePay perlu lebih selektif memilih influencer yang kompeten di bidang keuangan digital serta memiliki kredibilitas yang tinggi untuk meningkatkan loyalitas pengguna.

Intensifying competition among digital wallet providers requires ShopeePay to maintain the loyalty of Generation Z, who tend to switch services. This study aimed to describe ShopeePay usage patterns and analyze the influence of social media marketing and influencer credibility on customer loyalty among Generation Z ShopeePay users in Bogor City. This quantitative study employed a survey method using questionnaires administered to 188 respondents selected through a convenience sampling technique. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results showed that social media marketing had no significant effect on customer loyalty, whereas influencer credibility had a positive and significant effect, with trustworthiness identified as the most dominant dimension. These findings imply that ShopeePay should be more selective in choosing highly credible influencers with expertise in digital finance to strengthen customer loyalty.