Peran Pengalaman, Komitmen, Dan Perilaku Keterlibatan Pelanggan Dalam Meningkatkan Loyalitas Pelanggan
Abstract
Loyalitas pelanggan merupakan aspek penting dari bisnis apa pun termasuk pada industri retail karena secara langsung memengaruhi keberhasilan dan pertumbuhan perusahaan sehingga agar dapat memahami dan meningkatkan loyalitas pelanggan, penting untuk mempertimbangkan berbagai faktor yang berkontribusi terhadapnya. Penelitian ini dilakukan untuk mendapatkan pemahaman empiris yang lebih baik tentang peran pengalaman pelanggan, komitmen pelanggan, dan perilaku keterlibatan pelanggan dalam meningkatkan loyalitas pelanggan. Pengumpulan data dilakukan dengan menyebarkan kuesioner secara daring kepada 200 responden yang merupakan pelanggan minimarket di kota Bekasi dan berusia minimal 17 tahun ke atas serta memiliki pengalaman berbelanja di tempat dengan frekuensi berbelanja minimal 3 kali dalam sebulan. Analisis data menggunakan Structural Equation Modeling - Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa pengalaman pelanggan dapat mendorong komitmen pelanggan. Begitu juga dengan pengalaman pelanggan mampu meningkatkan loyalitas pelanggan baik secara langsung maupun melalui komitmen pelanggan. Komitmen pelanggan juga berhasil meningkatkan perilaku keterlibatan pelanggan dan loyalitas pelanggan secara langsung. Kemudian, perilaku keterlibatan pelanggan pun mampu membangun loyalitas pelanggan. Namun sayangnya, pengalaman pelanggan tidak mampu memengaruhi perilaku keterlibatan pelanggan secara langsung. Penelitian ini menunjukkan bahwa perusahaan yang bergerak di industri retail dapat berfokus untuk menciptakan pengalaman pelanggan yang baik untuk dapat membantu mempertahankan pelanggan dan menciptakan hubungan jangka panjang.
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