The Effect of Instagram Content Strategy, Digital Channel Integration, and Shopee AI Chatbot Usage on Customer Loyalty: A Case Study of Adeliashop Customers

Ferby Savira; Dedi Hariyanto; Mahardika Agung Madepo

doi:10.55681/economina.v5i9.3987

Authors

Ferby Savira Universitas Muhammadiyah Pontianak, Pontianak, Indonesia
Dedi Hariyanto Universitas Muhammadiyah Pontianak, Pontianak, Indonesia
Mahardika Agung Madepo Universitas Muhammadiyah Pontianak,Pontianak, Indonesia

DOI:

https://doi.org/10.55681/economina.v5i9.3987

Keywords:

Instagram Content Strategy, Digital Channel Integration, Shopee AI Chatbot, Customer Loyalty.

Abstract

This study aims to analyze the effects of Instagram Content Strategy, Digital Channel Integration, and Shopee AI Chatbot Usage on Adeliashop Customer Loyalty. The study employed a quantitative approach with an associative method. The population comprised 3,415 Adeliashop customers who had made at least two purchases between January 2024 and December 2025. The sample was selected using purposive sampling and consisted of 150 respondents who met the research criteria. Partially, Instagram Content Strategy has a positive and significant effect on Customer Loyalty. Digital Channel Integration has a positive and significant effect on Customer Loyalty, and Shopee AI Chatbot Usage has a positive and significant effect on Customer Loyalty. Simultaneously, the three variables have a significant effect on Customer Loyalty. The correlation coefficient of 0.951 indicates a very strong relationship, while the coefficient of determination of 0.904 indicates that 90.4% of the variation in Customer Loyalty can be explained by the three independent variables

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