The Effect of Customer Education on Customer Loyalty on the SOCO by Sociolla Platform with Customer Participation Behavior as an Intervening Variable

Seiring berkembangnya zaman membuat persaingan bisnis semakin kompetitif termasuk dalam bidang kecantikan. Sociolla dikenal sebagai Beauty E-commerce terpercaya di Indonesia mempunyai platform komunitas bernama SOCO (Social Connection) by Sociolla yang memberikan akses pelanggan dalam partisipasi berbelanja online. Riset berikut tujuannya guna memahami dan menganalisis pengaruh Customer Education terhadap Customer Loyalty pada platform SOCO by Sociolla dengan Customer Participation Behaviour sebagai Variabel Intervening. Riset berikut memakai jenis studi kuantitatif. Responden dalam riset berikut ialah pelanggan Sociolla pengguna platform SOCO by Sociolla dengan minimal berbelanja sebanyak dua kali dan berusia 17 hingga 40 tahun. Data yang diperoleh dari 252 subyek diolah memakai teknik analisis PLS-SEM dengan SMARTPLS 4. Hasil riset memaparkan bahwasanya Customer Education berpengaruh positif terhadap Customer Loyalty, Customer Education berpengaruh positif terhadap Customer Participation Behavior, serta Customer Participation Behavior berpengaruh positif terhadap Customer Loyalty

As time goes by, business competition is becoming increasingly competitive, including in the beauty sector. Sociolla is known as a trusted Beauty E-commerce in Indonesia and has a community platform called SOCO (Social Connection) by Sociolla which gives customers access to participate in online shopping. This research aims to determine and analyze the influence of Customer Education on Customer Loyalty on the SOCO by Sociolla platform with Customer Participation Behavior as an Intervening Variable. This research uses a quantitative type of research. Respondents in this study were Sociolla customers using the SOCO by Sociolla platform with a minimum of two purchases and aged 17 to 40 years. Data obtained from 252 respondents was processed using PLS-SEM analysis techniques with SMARTPLS 4. The research results showed that Customer Education had a positive effect on Customer Loyalty, Customer Education had a positive effect on Customer Participation Behavior, and Customer Participation Behavior had a positive effect on Customer Loyalty.