JEFMS Journal

ABSTRACT:

The growth of the digital industry or e-commerce industry in Indonesia itself can be said to be experiencing rapid growth, where it has develop very quickly and has become one with our daily activities, where it used to be If you want to make a purchase, the buyer makes a direct purchase at the store, but now e-commerce itself has become something that become our daily habits, where when buyers or consumers want something they (consumers or buyers) can directly open apps and search through apps them self then buy and do payments with ease through the application. This research aims to know how learning, novelty, escapism, enjoyment, social value, and value for money, towards Purchase Growth in forming Costumer Loyalty in Tokopedia users in Surabaya. It is hoped that this research can contribute to forming new theories and new research towards forming new strategy for Tokopedia Purchase Growth.

KEYWORDS:

novelty, escapism, enjoyment, social value, value for money, Purchase Growth, Costumer Loyalty

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