The Influence of Digital Marketing, Digital Promotion, and Customer Trust on Customer Loyalty for Dabell Store Products on the Shopee Platform

Authors

  • Arif Rudyansa Universitas Islam Lamongan
  • Henny Mahmudah Univesitas Islam Lamongan
  • Nurus Safa'atillah Univesitas Islam Lamongan
  • Evi Yulia Universitas Islam Lamongan

Keywords:

Digital Marketing, Digital Promotion, Customer Trust, Customer Loyalty

Abstract

This study aims to analyze the influence of digital marketing, digital promotion, and customer trust on customer loyalty toward Dabell Store products on the Shopee platform. The study employed a quantitative approach with an explanatory research design. A total of 105 respondents were selected using a purposive sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression with SPSS. The results indicate that digital marketing, digital promotion, and customer trust have a positive and significant effect on customer loyalty, both partially and simultaneously. Among the three independent variables, digital promotion was found to have the most dominant influence on customer loyalty toward Dabell Store products on the Shopee platform.

 

Author Biographies

Henny Mahmudah , Univesitas Islam Lamongan

Dosen Prodi Manajemen Fakultas Ekonomi dan Bisnis Universitas Islam Lamongan

Nurus Safa'atillah, Univesitas Islam Lamongan

Dosen Prodi Manajemen Fakultas Ekonomi dan Bisnis Universitas Islam Lamongan

Evi Yulia, Universitas Islam Lamongan

Dosen Prodi Manajemen Fakultas Ekonomi dan Bisnis Universitas Islam Lamongan

References

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Published

2026-09-20

How to Cite

Rudyansa, A., Mahmudah , H., Safa’atillah, N., & Yulia, E. (2026). The Influence of Digital Marketing, Digital Promotion, and Customer Trust on Customer Loyalty for Dabell Store Products on the Shopee Platform. JEKMA (Jurnal Ekonomi Mahasiswa), 4(1), 241–250. Retrieved from https://jurnalekonomi.unisla.ac.id/index.php/JEKMA/article/view/2878

Issue

Vol. 4 No. 1 (2026): Jurnal Ekonomi Mahasiswa (JEKMA)

Section

Artikel

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Copyright (c) 2026 Arif Rudyansa, Henny Mahmudah , Nurus Safa'atillah, Evi Yulia

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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

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