Pengaruh Perceived Value Dan Customer Experience Terhadap Customer Loyalty Melalui Customer Satisfaction
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Abstract
Tujuan dari penelitian ini adalah untuk melihat bagaimana customer satisfaction sebagai mediasi dapat mempengaruhi perceived value dan customer experience terhadap customer loyalty pada pelanggan Somethinc Cosmetics di platfrom Shopee wilayah Bekasi. Analisis data metode ini menggunakan Modeling Structural Equation Partial Least Square (SEM-PLS). Jumlah responden 121 dan sudah melakukan pembelian minimal satu kali dalam kurun waktu 3 bulan adalah sample yang diambil secara purposive. Hasilnya terbukti bahwa adanya pengaruh positif customer satisfaction yang menjadi kunci utama timbulnya perceived value dan customer experience sehingga menjadi customer loyalty. Namun, perceived value tidak memiliki pengaruh langsung terhadap customer loyalty. Oleh karena itu, penelitian ini menekankan betapa pentingnya customer satisfaction untuk pelaku bisnis e-commerce dalam meningkatkan customer loyalty. Dengan demikian, untuk penelitian selanjutnya disarankan untuk menambah variabel yang mendukung variabel customer loyalty semakin meningkat, wilayah yang diperluas dan pada bagian pembelian kurun waktu 3 bulan, menjadi 1 atau 2 bulan agar lebih spesifik.
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