Implications for Eriigo and Shopee

Oct 13, 2025 by wbrum.org 92 views

The Influence of Customer Engagement and Electronic Service Quality on the Repurchase Intention of Eriigo Products in Shopee (Case Study in Medan)

Introduction

In today's digital age, online shopping has become a norm, and e-commerce platforms like Shopee have revolutionized the way people shop. With the increasing competition in the market, businesses are constantly looking for ways to improve customer satisfaction and loyalty. One of the key factors that contribute to customer loyalty is the quality of electronic services provided by the company. This study aims to investigate the effect of customer engagement and electronic service quality on the intention to repurchase Eriigo products in Shopee, a popular e-commerce platform in Indonesia.

Background

Eriigo is a well-known brand in Indonesia, offering a wide range of products on Shopee. However, with the increasing competition in the market, Eriigo needs to find ways to maintain and improve customer loyalty. Customer engagement and electronic service quality are two critical factors that can contribute to customer loyalty. Customer engagement refers to the interactions between the customer and the company, which can include social media interactions, loyalty programs, and personalized messages. Electronic service quality, on the other hand, refers to the quality of the online shopping experience, including ease of access, speed of response, and a safe payment system.

Methodology

This study uses a quantitative approach, with a sample size of 76 respondents chosen through purposive sampling technique. The data analysis used is multiple linear regression analysis. The population of this study is all Eriigo customers in Medan City, whose numbers are unknown.

Results

The results of this study show that simultaneously, customer engagement and electronic service quality significantly affect the intention to repurchase Eriigo products in Shopee. Partially, customer engagement and quality of electronic services have a positive and significant influence on the intention to repurchase Eriigo products in Shopee.

Deeper Analysis

The results of this study indicate that building strong relationships with customers through customer engagement and providing satisfying electronic service quality is very important to encourage the intention to repurchase Eriigo products in Shopee. Customer engagement plays an important role in building emotional bonds and a sense of attachment to customers. Effective customer engagement strategies such as loyalty programs, interactions on social media, and personalization of messages can increase customer satisfaction and encourage them to buy Eriigo products again.

Electronic service quality is a crucial factor in online shopping experience. Good service quality includes ease of access, speed of response, and a safe payment system. Customers tend to be more loyal to brands that provide electronic services that are responsive, easy to use, and reliable.

Implications for Eriigo and Shopee

The results of this study have important implications for Eriigo and Shopee in improving their marketing strategies and services:

Eriigo needs to continue to improve their customer engagement program by developing a more personal and interactive strategy.
Shopee must continue to improve the quality of their electronic services by increasing the speed of response, safety, and ease of use of platforms.

Conclusion

This study shows that customer engagement and quality of electronic services have a very important role in increasing the intention to repurchase Eriigo products in Shopee. Eriigo and Shopee need to prioritize strategies that can improve customer engagement and the quality of electronic services to maintain and improve their customer loyalty.

Recommendations

Based on the findings of this study, the following recommendations are made:

Eriigo should develop a more personal and interactive customer engagement program to build strong relationships with customers.
Shopee should improve the quality of their electronic services by increasing the speed of response, safety, and ease of use of platforms.
Eriigo and Shopee should collaborate to develop a more integrated marketing strategy that focuses on customer engagement and electronic service quality.

Limitations

This study has several limitations, including:

The sample size is relatively small, which may limit the generalizability of the findings.
The study only focuses on Eriigo customers in Medan City, which may not be representative of the broader customer base.
The study only examines the effect of customer engagement and electronic service quality on the intention to repurchase Eriigo products in Shopee, and does not examine other factors that may influence customer loyalty.

Future Research Directions

Future research should aim to:

Examine the effect of customer engagement and electronic service quality on customer loyalty in other industries and contexts.
Investigate the role of other factors, such as product quality and price, in influencing customer loyalty.
Develop a more comprehensive model of customer loyalty that incorporates multiple factors.

References

Appendices

Appendix A: Questionnaire
Appendix B: Data Analysis
Appendix C: Results of Multiple Linear Regression Analysis
Frequently Asked Questions (FAQs) about the Influence of Customer Engagement and Electronic Service Quality on the Repurchase Intention of Eriigo Products in Shopee

Q: What is the main objective of this study?

A: The main objective of this study is to investigate the effect of customer engagement and electronic service quality on the intention to repurchase Eriigo products in Shopee.

Q: What is customer engagement, and how does it affect customer loyalty?

A: Customer engagement refers to the interactions between the customer and the company, which can include social media interactions, loyalty programs, and personalized messages. Effective customer engagement strategies can increase customer satisfaction and encourage them to buy Eriigo products again.

Q: What is electronic service quality, and how does it affect customer loyalty?

A: Electronic service quality refers to the quality of the online shopping experience, including ease of access, speed of response, and a safe payment system. Good service quality can increase customer satisfaction and encourage them to buy Eriigo products again.

Q: What are the implications of this study for Eriigo and Shopee?

A: The results of this study have important implications for Eriigo and Shopee in improving their marketing strategies and services. Eriigo needs to continue to improve their customer engagement program by developing a more personal and interactive strategy, while Shopee must continue to improve the quality of their electronic services by increasing the speed of response, safety, and ease of use of platforms.

Q: What are the limitations of this study?

A: This study has several limitations, including a relatively small sample size, which may limit the generalizability of the findings. The study only focuses on Eriigo customers in Medan City, which may not be representative of the broader customer base. The study only examines the effect of customer engagement and electronic service quality on the intention to repurchase Eriigo products in Shopee, and does not examine other factors that may influence customer loyalty.

Q: What are the future research directions for this study?

A: Future research should aim to examine the effect of customer engagement and electronic service quality on customer loyalty in other industries and contexts. It should also investigate the role of other factors, such as product quality and price, in influencing customer loyalty. A more comprehensive model of customer loyalty that incorporates multiple factors should be developed.

Q: What are the practical implications of this study for businesses?

A: The results of this study have important practical implications for businesses. They should prioritize strategies that can improve customer engagement and the quality of electronic services to maintain and improve customer loyalty. This can include developing more personal and interactive customer engagement programs, improving the quality of electronic services, and collaborating with other companies to develop more integrated marketing strategies.

Q: What are the theoretical implications of this study?

A: The results of this study have important theoretical implications for the field of marketing. They provide evidence for the importance of customer engagement and electronic service quality in influencing customer loyalty. They also highlight the need for a more comprehensive model of customer loyalty that incorporates multiple factors.

Q: What are the future research directions for this study in terms of methodology?

A: Future research should aim to use more advanced methodologies, such as structural equation modeling, to examine the relationships between customer engagement, electronic service quality, and customer loyalty. It should also use more diverse and representative samples to increase the generalizability of the findings.

Q: What are the future research directions for this study in terms of scope?

Q: What are the future research directions for this study in terms of application?

A: Future research should aim to apply the findings of this study to real-world business settings. It should examine the effectiveness of customer engagement and electronic service quality strategies in improving customer loyalty in different industries and contexts. It should also develop more practical and actionable recommendations for businesses to improve customer engagement and electronic service quality.