Analisis Brand Switching dan Loyalitas Konsumen pada Platform E-commerce Menggunakan Pendekatan Rantai Markov

Abstract

This study aims to analyze the brand switching behavior of e-commerce platform users through a quantitative approach using the Markov Chain method. The research data was obtained from primary sources through the distribution of questionnaires to 108 respondents, most of whom were students of the Department of Statistics, Faculty of Mathematics, Padjadjaran University. The research objects include five e-commerce platforms, namely Shopee, Tokopedia, Bukalapak, Lazada, and Blibli. The analysis is carried out by compiling a matrix of transition opportunities to illustrate the tendency of users to move from one platform to another. In addition, this study also identifies factors that influence consumers' decision to switch platforms, such as discounts or promos, prices of goods, product quality, product variety, ease of use, number of sellers, and payment methods. Through the Markov Chain approach, this study can estimate the probability of user migration as well as the tendency of platform preferences in the long term. The results of the study are expected to provide an overview of the level of consumer loyalty and competition dynamics in the e-commerce industry. These findings can also be considered for business people in formulating marketing strategies, increasing customer retention, and strengthening the competitiveness of digital platforms.