Online Shop Marketing Communication For Building ConsumerLoyalty: On An Amateur-Belonging To Gen Z Scale

Abstract

The online shop business has become pop culture, and many Gen Z are trying to start an online shop
business, as did the owner of the online shop business account, Shark. Jkt. Even though they are still
amateurs, they have made a profit and survived since opening in 2020 amid the Covid-19 pandemic. Of
course, it is difficult to build online shop consumer loyalty amidst the rise of online shop businesses because
consumers can easily compare products in one shop with other shops. What is the marketing
communication model for amateur-level Gen Z online shops like Shark.Jkt to build consumer loyalty? With
the hope that it can become a role model for similar businesses. This research is qualitative and carried out
using an intrinsic case study method in a constructivist paradigm. The results are: One, they only sell certain
accessory products that are considered cheap and trending; Two, they carry out a content marketing
strategy with creative promotions in various well-known marketplaces (Shopee and Lazada), as well as
through social media; Three, occasionally collaborate with influencers when carrying out live promotions;
Four, carry out product QC before sending; Five, building a solid identity through distinctive store design
on every store display and social media; Six, customers who checkout in live streaming are given freebies,
and additional gifts for purchases of a specified amount; Seven, motivate consumers by sharing comfortable
shopping experiences from fellow consumers.