Factors Influencing Customer Loyalty To Social Commerce Platform

Abstract

As one of the world’s top markets for social media adoption, Malaysia has the growing number of active social media users in which they are most likely turning into paying customers. Therefore, it is essential for retailers across the landscape to utilize these opportunities, harnessing customer acquisition and retention through social commerce loyalty. Hence, this study aims to examine factors influencing customer loyalty in social commerce platforms. Based on the theory of trust, satisfaction and social presence, these factors include trust, satisfaction and social presence. The results of the research were obtained from 346 respondents of students in the Faculty of Entrepreneurship and Business (FEB), Universiti Malaysia Kelantan with the help of Krejcie and Morgan table sampling method and through the use of questionnaire. Besides, Statistical Package of Social Sciences (SPSS) method and Spearman’s correlation analysis were also used to analyze the data from the questionnaire. The result shows positive relationships between trust, satisfaction and social presence towards customer loyalty in social commerce platforms. In essence, these findings could contribute to the social commerceliterature by addressing factors of loyalty to purchase online via social commerce platforms such as social media that can be used to promote and sell products.