Impact of Event Marketing, Promotions, and Brand Image on User Loyalty: A Study on Bukalapak Marketplace

Syamsul Ma’arif; Anita Afifa Putri

doi:10.55927/ministal.v4i3.15040

Authors

Syamsul Ma’arif Universitas Swadaya Gunung Jati
Anita Afifa Putri Universitas Swadaya Gunung Jati

DOI:

https://doi.org/10.55927/ministal.v4i3.15040

Keywords:

Indonesian E-Commerce, Competition, Bukalapak User, Loyalty Event, Marketing Impact

Abstract

Competition in Indonesia’s e-commerce sector is increasing, leading Bukalapak to revise its operational strategies due to declining competitiveness. This study investigates the effects of event marketing, promotions, and brand image on user loyalty. Using a quantitative method, data were collected via questionnaires from 180 respondents and analyzed through multiple linear regression in SPSS. Event marketing had a negative effect (t = -2.127, p = 0.035), promotions had a significant positive effect (t = 6.347, p = 0.000), while brand image showed no significant influence (t = 0.376, p = 0.707). The F-test indicated a joint significant effect (p = 0.000). The coefficient of determination (R²) was 20.1%, implying that other variables also influence user loyalty.

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