PENGARUH DIGITAL MARKETING, INTERAKSI MEDIA SOSIAL, DAN TESTIMONI KONSUMEN TERHADAP LOYALITAS BERBELANJA PADA E-COMMERCE (Studi Pada Generasi Z di Kota Bandar Lampung)

NUR, HALIZAH (2026) PENGARUH DIGITAL MARKETING, INTERAKSI MEDIA SOSIAL, DAN TESTIMONI KONSUMEN TERHADAP LOYALITAS BERBELANJA PADA E-COMMERCE (Studi Pada Generasi Z di Kota Bandar Lampung). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Perkembangan teknologi digital mendorong pesatnya e commerce yang memudahkan transaksi tanpa batas ruang dan waktu. Jumlah pelanggan Indonesia meningkat hingga 189,6 juta pada 2024. Generasi Z menjadi konsumen dominan dengan loyalitas tinggi. Faktor penentu loyalitas meliputi digital marketing, interaksi media sosial, dan testimoni konsumen. Tujuan dilakukannya penelitian ini adalah untuk menganalisis pengaruh digital marketing, interaksi media sosial, dan testimoni konsumen terhadap loyalitas berbelanja di e-commerce pada Generasi Z di Kota Bandar Lampung. Jenis penelitian ini adalah penelitian kuantitatif. Penelitian ini termasuk penelitian lapangan (field research). Teknik penentuan sampel yang digunakan yaitu teknik purposive sampling. Sampel dalam penelitian ini berjumlah 100 orang. Teknik pengumpulan data dengan menggunakan angket. Teknik analisa data dengan analisis regresi linear berganda dan uji hipotesis. Hasil penelitian menyimpulkan bahwa secara parsial Digital Marketing, Interaksi Media Sosial, dan Testimoni Konsumen berpengaruh signifikan terhadap Loyalitas Berbelanja di E-Commerce pada Generasi Z di Kota Bandar Lampung. Secara simultan Digital Marketing, Interaksi Media Sosial, dan Testimoni Konsumen berpengaruh terhadap Loyalitas Berbelanja di E-Commerce pada Generasi Z di Kota Bandar Lampung. Ini berarti bahwa semakin baik sinergi antara digital marketing, interaksi media sosial, dan testimoni konsumen, maka semakin besar pula kemungkinan Generasi Z untuk tetap setia berbelanja di platform e-commerce tersebut. Perspektif ekonomi Islam mengenai loyalitas berbelanja di e-commerce pada Generasi Z di Kota Bandar Lampung menunjukkan bahwa perilaku konsumen Generasi Z dapat diarahkan pada loyalitas yang bukan sekadar materialistik, tetapi juga bernilai ibadah apabila dilandasi prinsip halal, thayyib, dan etika syariah. Kata kunci : Digital Marketing, Interaksi Media Sosial, Testimoni Konsumen, Loyalitas Berbelanja, E-Commerce. ABSTRACT The development of digital technology has driven the rapid growth of e-commerce, facilitating transactions without the constraints of time and space. The number of Indonesian customers is expected to increase to 189.6 million by 2024. Generation Z is the dominant consumer with high loyalty. Determinants of loyalty include digital marketing, social media interactions, and consumer testimonials. The purpose of this study is to analyze the influence of digital marketing, social media interactions, and consumer testimonials on e-commerce shopping loyalty among Generation Z in Bandar Lampung City. This research is quantitative and includes field research. The sampling technique used was purposive sampling. The sample size for this study was 100 people. Data collection used a questionnaire. Data analysis used multiple linear regression analysis and hypothesis testing. The results concluded that partially, digital marketing, social media interactions, and consumer testimonials significantly influence e-commerce shopping loyalty among Generation Z in Bandar Lampung City. Simultaneously, digital marketing, social media interactions, and consumer testimonials influence e-commerce shopping loyalty among Generation Z in Bandar Lampung City. This means that the better the synergy between digital marketing, social media interactions, and consumer testimonials, the greater the likelihood that Generation Z will remain loyal to shopping on that e commerce platform. An Islamic economic perspective on e commerce shopping loyalty among Generation Z in Bandar Lampung City shows that Generation Z consumer behavior can be directed toward loyalty that is not merely materialistic, but also has religious value if it is based on the principles of halal (permissible), thayyib (good), and sharia ethics. Keywords: Digital Marketing, Social Media Interaction, Consumer Testimonials, Shopping Loyalty, E-Commerce..

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