Loyalitas Pelanggan E-Commerce: Peran Inovasi Digital Dan Paylater Dengan Experiential Marketing Sebagai Intervening
DOI:
https://doi.org/10.31294/jab.v5i1.8367Keywords:
Inovasi Digital, Loyalitas Pelanggan, Experiential Marketing, PaylaterAbstract
Tujuan dari penelitian ini adalah untuk mengetahui sejauh mana dampak inovasi digital dan paylater dalam kaitannya dengan loyalitas pelanggan e-commerce Shopee dengan experiential marketing sebagai intervening. Penelitian ini menggunakan teknik kuantitatif serta teknik non-probability sampling, yaitu pengambilan sampel secara acak (random) langsung kepada 100 orang yang merupakan pelanggan Shopee di wilayah Jakarta. Analisis data menggunakan teknik analisis SEM (Stuctural Equation Modelling). Hasil temuan menunjukkan bahwa loyalitas pelanggan secara signifikan dipengaruhi oleh inovasi digital dan variabel paylater, sedangkan experiential marketing secara signifikan dipengaruhi oleh variabel paylater. Namun, inovasi digital tidak berpengaruh pada experiential marketing, dan loyalitas pelanggan juga tidak dipengaruhi secara signifikan oleh experiential marketing. Selain itu, penelitian ini tidak menawarkan peran substansial untuk inovasi digital dan paylater dalam mencapai loyalitas pelanggan sebagai intervensi strategi experiential marketing. Studi ini juga menawarkan rekomendasi untuk tindakan terbaik Shopee, yaitu meningkatkan setiap layanannya dengan fitur yang lebih memikat untuk menumbuhkan loyalitas pelanggan yang lebih besar.
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