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PENGARUH CUSTOMER EXPERIENCE TERHADAP ATTITUDE LOYALTY DAN BEHAVIORAL LOYALTY YANG DIMEDIASI OLEH EMOTIONAL EXPERIENCE PADA PENGGUNA MOBILE APPLICATION SHOPEE (STUDI KASUS DI YOGYAKARTA)
Abstract
Abstract: This study analyzes customer loyalty in the e-commerce industry, one of which is Shopee in Yogyakarta, Indonesia. Companies can benefit from implementing the customer experience to gain customer loyalty. Attitude is described as one of the most important determinants of behavior. (Cachero-Martínez and Vázquez-Casielles 2021) suggest that favorable attitudes and repeat purchases are needed to define loyalty because they view loyalty in terms of attitudes toward behavior. Loyalty is an important concept related to repeat purchase behavior and high consumer spending. This study uses a questionnaire data collection method with 151 respondents who have experience in using the Shopee mobile application. In addition, this study tracks the importance of emotional experience, analyzing the mediating effect of emotional experience on the relationship between customer experience and customer loyalty. The results reveal that using customer experience can affect loyalty in two different ways: customer experience directly affects attitude loyalty and behavioral loyalty and indirectly affects attitude loyalty through emotional experience.
Abstrak: Penelitian ini menganalisis loyalitas pelanggan pada industri e-commerce salah satunya Shopee di Yogyakarta, Indonesia. Perusahaan bisa mendapatkan keuntungan dari menerapkan pengalaman pelangan untuk mendapatkan loyalitas pelanggan. Sikap digambarkan sebagai salah satu penentu paling penting dari perilaku. (Cachero-Martínez and Vázquez-Casielles 2021) menyarankan bahwa sikap yang menguntungkan dan pembelian berulang diperlukan untuk mendefinisikan loyalitas karena mereka memandang loyalitas dalam kerangka sikap terhadap perilaku. Loyalitas adalah konsep penting yang terkait dengan perilaku pembelian berulang dan pengeluaran konsumen yang tinggi. Penelitian ini menggunakan metode pengumpulan data kuesioner dengan jumlah responden 151 yang telah berpengalaman dalam menggunakan mobile application Shopee. Tujuan dari penelitian ini untuk mengetahui dan menganalisis pengaruh customer experience, diidentifikasi dari tinjauan literatur, yang pada akhirnya mempengaruhi attitude loyalty dan behavioral loyalty di e-shopping. Hasilnya mengungkapkan bahwa menggunakan pengalaman pelanggan dapat mempengaruhi loyalitas dalam dua cara yang berbeda: customer experience secara langsung mempengaruhi attitude loyalty dan behavioral loyalty dan secara tidak langsung mempengaruhi attitude loyalty melalui emotional experience.
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DOI: https://doi.org/10.35794/jmbi.v8i3.36740
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