Online survey platform, Jakpat, released the digital report Jakpat Special Report e-Commerce First Semester of 2021. One of the points shown in this report is consumer loyalty to e-commerce platforms.
The report was created using the Net Promoter Score (NPS) parameter, as one of the main benchmarks in measuring consumer loyalty to e-commerce businesses. Based on the results of a report involving 1,054 respondents in 25 provinces, Tokopedia outperformed Bukalapak, Lazada, JDID, Blibli, and Shopee related to consumer loyalty.
Recorded during the first semester period of 2021, Tokopedia NPS figures amounted to 49 percent of 567 respondents. This illustrates that about 49 percent of Tokopedia’s ecommerce users provide recommendations to other consumers. Shopee ranks second in e-commerce with the highest loyalty, with NPS reaching 42 percent, then Lazada at 32 percent, Bukalapak at 32 percent, and JD.ID with the same NPS figure of 32 percent.
The survey also mentioned, of 567 respondents as many as 91 percent expressed satisfaction and very satisfied when transacting on Tokopedia. Tokopedia’s consumer satisfaction level is at the level of 4.41 from a scale of 1-5, then Shopee’s satisfaction level is at the level of 4.38.
Bukalapak, which has a successful IPO, has a satisfaction rate of 4.2 out of 204 respondents. Center of Innovation and Digital Economy researcher Indef Nailul Huda said tokopedia’s higher user loyalty than its competitors showed that the platform had more value than others. Last year Shopee became number one, then now Tokopedia is able to compete.
This consumer movement is due to Tokopedia’s aggressive program to attract consumers, one of which is free ongkir in collaboration with Gojek. According to him, e-commerce competition in taking the hearts of consumers becomes very tight with the increasing presence of online buying and selling platforms. For that, maintaining this loyalty becomes very important and a challenge. Because although the consumer is satisfied shopping in one particular e-commerce, still he also shop in another e-commerce for his other needs.
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