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