Pengaruh Customer Experience Dan Service Convenience Terhadap Loyalitas Pelanggan Pada Platform E-Commerce

Caroline Tan; Catherin; Dwi Gladys Sarumaha

doi:10.59435/menulis.v2i5.1157

Pengaruh Customer Experience Dan Service Convenience Terhadap Loyalitas Pelanggan Pada Platform E-Commerce

Caroline Tan

Catherin

Dwi Gladys Sarumaha

Penelitian ini dilatarbelakangi oleh pesatnya perkembangan e-commerce yang meningkatkan persaingan antar platform dalam mempertahankan loyalitas pelanggan. Loyalitas pelanggan menjadi faktor penting dalam keberlangsungan bisnis karena berkaitan dengan pembelian berulang dan rekomendasi kepada orang lain. Penelitian ini bertujuan untuk menganalisis pengaruh customer experience dan service convenience terhadap loyalitas pelanggan pada platform e-commerce. Metode penelitian yang digunakan adalah pendekatan kualitatif dengan studi literatur melalui pengumpulan data dari berbagai jurnal ilmiah dan referensi yang relevan. Hasil penelitian menunjukkan bahwa customer experience memiliki pengaruh positif terhadap loyalitas pelanggan, di mana pengalaman yang baik, baik dari segi emosional, sosial, maupun kualitas layanan, dapat meningkatkan kepuasan dan mendorong pelanggan untuk tetap setia. Selain itu, service convenience juga berpengaruh terhadap loyalitas pelanggan karena kemudahan dalam penggunaan layanan, efisiensi waktu, dan kenyamanan dalam bertransaksi mampu meningkatkan kepercayaan pelanggan. Namun, terdapat beberapa penelitian yang menunjukkan hasil berbeda terkait pengaruh service convenience. Secara keseluruhan, kedua variabel tersebut memiliki peran penting dalam meningkatkan loyalitas pelanggan pada platform e-commerce. Implikasi penelitian ini menunjukkan bahwa perusahaan perlu meningkatkan kualitas pengalaman pelanggan dan kemudahan layanan untuk mempertahankan loyalitas pelanggan di tengah persaingan yang ketat

Keywords: customer experience

Ana-Maria, U., & Petrișor, C. C. (2021). Exploring the impact of customer experience on customer loyalty in e-commerce. Proceedings of the International Conference on Business Excellence, 15(1), 672–682. https://doi.org/10.2478/picbe-2021-0063

Bremanda, M., & Pertiwi, W. K. (2025). Nilai Bisnis E-commerce Indonesia Tahun 2025 Tembus Rp 1.187 Triliun. Kompas. Com. https://tekno.kompas.com/read/2025/11/13/19150087/nilai-bisnis-e-commerce-indonesia-tahun-2025-tembus-rp-1187-triliun

Ertemel, A. V., Civelek, M. E., Eroğlu Pektaş, G. Ö., & Çemberci, M. (2021). The role of customer experience in the effect of online flow state on customer loyalty. PloS One, 16(7), e0254685. https://doi.org/10.1371/journal.pone.0254685

Felix, A., & Rembulan, G. D. (2023a). Analysis of Key Factors for Improved Customer Experience, Engagement, and Loyalty in the E-Commerce Industry in Indonesia. Aptisi Transactions on Technopreneurship (ATT), 5(2sp SE-Articles), 196–208. https://doi.org/10.34306/att.v5i2sp.350

Felix, A., & Rembulan, G. D. (2023b). Digital Transformation and the Customer Experience: Enhancing Engagement and Loyalty. Entrepreneur: Jurnal Bisnis Manajemen Dan Kewirausahaan, 4(03 SE-Articles), 228–240. https://doi.org/10.31949/entrepreneur.v4i03.6195

Ha, M.-T. (2021). The impact of customer experience on customer satisfaction and customer loyalty. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(14), 1024–1038. https://doi.org/10.17762/turcomat.v12i14.10388

Hasniati, H., Indriasar, D. P., & Sirajuddin, A. (2021). Pengaruh Customer Experience terhadap Repurchase Intention Produk Online dengan Customer Satisfaction sebagai Variable Intervening. Management and Accounting Research Statistics, 1(2), 11–23. https://doi.org/https://doi.org/10.59583/mars.v1i2.10

Hendarti, A., Yudha, A. T. R., Wicaksono, R., Maksum, M., & Huda, N. (2023). Knowledge, Service Features, Benefits, And Convenience and Their Influence on Customer Interest: Evidence on BSI Mojopahit 2 Mojokerto City, Indonesia: Pengaruh Pengetahuan, Fitur Layanan, Manfaat dan Kemudahan Terhadap Minat Nasabah dalam Menggunakan BSI Mobile Banking Pada Tahun 2021: Studi Pada BSI KCP Mojopahit 2 Kota Mojokerto. El-Qist: Journal of Islamic Economics and Business (JIEB), 13, 49–66. https://doi.org/10.15642/elqist.2023.13.1.49-66

Indriyanti, A. N. (2025). Data Lanskap Persaingan E-commerce 2025 di Indonesia Menurut IPSOS. Majoo.Id. https://majoo.id/solusi/detail/data-lanskap-persaingan-e-commerce-2025-di-indonesia-menurut-ipsos

Kosimwidjaja, J. F., & Hadiprawoto, T. (2025). Do Loyalty Programs Actually Build Customer Loyalty? A Service Quality Perspective from Indonesian e-Commerce. The South East Asian Journal of Management, 19(1), 123–147. https://doi.org/https://doi.org/10.7454/seam.v19i1.1784

Lina, Y., Hou, D., & Ali, S. (2022). Impact of online convenience on generation Z online impulsive buying behavior: The moderating role of social media celebrity. Frontiers in Psychology, Volume 13. https://doi.org/https://doi.org/10.3389/fpsyg.2022.951249

Madyatmadja, E. D., Karsen, M., Yuri, A., Sijabat, D. P., & Rhaka, G. (2022). The Effectiveness of Security and Customer Convenience in the use of E-Commerce. Journal of System and Management Sciences, 13(3), 193–204. https://doi.org/10.33168/JSMS.2023.0313

Makudza, F. (2020). Augmenting customer loyalty through customer experience management in the banking industry. Journal of Asian Business and Economic Studies, 28(3), 191–203. https://doi.org/10.1108/JABES-01-2020-0007

Manap, A., Sani, I., Sudirman, A., Noviany, H., Rambe, M. T., Raflina, R., Adnan, Y., Abdurohim, Adha, S., Fajar, F., Pujilestari, S., Mulyana, I. K. E., & Widiati, E. (2023). Manajemen Pemasaran Jasa (Konsep Dasar dan Strategi). Eureka Media Aksara.

Manik, D. E. M., & Erveni. (2020). Pengaruh Price Discount dan In-Store Display Terhadap Impulse Buying Pada Labello Store Medan. JMBEP: Jurnal Manajemen Bisnis Eka Prasetya, 6(1), 1–10.

Muhyiddin, H. (2023). Pengaruh Convenience to The Customer dan Customer Perceived Value and Benefit Terhadap Impulse Buying. Jurnal ISIP: Jurnal Ilmu Sosial Dan Ilmu Politik, 19, 1–10. https://doi.org/10.36451/jisip.v19i1.68

Nining, A. N., & Delfi, D. H. (2024). Pengaruh Customer Experience Dan Kualitas Pelayanan Terhadap Minat Beli Ulang Memediasi Kepuasan Pelanggan. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 9(6), 2971–2979. https://doi.org/10.35870/jemsi.v9i6.2016

Nupueng, S., Kim, L., Maijan, P., & Issayeva, G. (2024). Influences of price fairness, convenience and risk on service value development influencing E-banking satisfaction: Technological competency as a moderator. Social Sciences & Humanities Open, 10, 101170. https://doi.org/https://doi.org/10.1016/j.ssaho.2024.101170

Rasidi, W. A., & Tiarawati, M. (2021). The Effect of Convenience and Trust on Online Purchasing Decision (on Blibli Platform). JBMR: Journal of Business and Management Review, 2(8), 531–543. https://doi.org/https://doi.org/10.47153/jbmr28.1862021

Rizan, M., Febrilia, I., Wibowo, A., & Pratiwi, R. D. R. (2020). Antecedents of Customer Loyalty: Study from the Indonesia’s Largest E-commerce. Journal of Asian Finance, Economics and Business, 7, 283–293. https://doi.org/10.13106/jafeb.2020.vol7.no10.283

Samudra, A., & Usman, O. (2021). The Influence of Lifestyle, Price and Convenience on Purchasing Decisions at the Lazada E-Commerce Site. SSRN Electronic Journal, 1(1), 1–15. https://dx.doi.org/10.2139/ssrn.3768782

Setyawan, A. A. (2023). The Effect of E-service Quality and Convenience of Online Services on E-customer Loyalty through E-customer Satisfaction on Livin By Mandiri Users. South Asian Journal of Social Studies and Economics, 18(3 SE-Original Research Article), 50–58. https://doi.org/10.9734/sajsse/2023/v18i3660

Silviana, N. S. (2022). The effect of customer experience of trust and e-service quality on customer loyalty with customer satisfaction as a research mediation variable in Tokopedia e-commerce: A study case on new students in East Java. International Journal of Research in Business and Social Science (2147- 4478), 11(6 SE-Related Topics in Social Science), 600–608. https://doi.org/10.20525/ijrbs.v11i6.1971

Simarmata, H. M., Revida, E., Kato, I., Sari, H., Simatupang, S., Sudarso, A., Faisal, M., Tjiptadi, D. D., Sisca, Anggusti, M., & Muliatie, Y. E. (2021). Manajemen Perilaku Konsumen dan Loyalitas. Yayasan Kita Menulis.

Situmorang, I. R., & Pane, Y. (2024). Dampak Harga Dan Kualitas Rasa Terhadap Loyalitas Masyarakat Dalam Berbelanja Di Tau Kua Heci Medan. Journal of Society Bridge, 2(1), 12–22. https://doi.org/10.59012/jsb.v2i1.36

Susanto, S. A., Manek, M. V., Setiawan, R. A., & Mustikasari, F. (2023). Customer Experience in Digital Banking: The Influence of Convenience, Security, and Usefulness on Customer Satisfaction and Customer Loyalty in Indonesia. Devotion : Journal of Research and Community Service, 4(8 SE-Articles), 1671–1685. https://doi.org/10.59188/devotion.v4i8.544

Utami, S. Y. R., Yulianto, E., & F, A. N. L. I. (2024). Beyond Convenience: Understanding E-Service Quality Role In Fostering E-Customer Satisfaction And Loyalty. Jurnal Manajemen, 28(2 SE-Articles), 341–364. https://doi.org/10.24912/jm.v28i2.1956