Pengaruh Marketplace Utilization dan Customer Relationship Management terhadap Loyalitas Konsumen UMKM Fashion di Jakarta Selatan
DOI:
https://doi.org/10.58812/jekws.v4i03.3773Kata Kunci:
Marketplace Utilization, Customer Relationship Management, Loyalitas Konsumen, UMKM Fashion, Digital CommerceAbstrak
Penelitian ini mengkaji pengaruh pemanfaatan marketplace dan manajemen hubungan pelanggan terhadap loyalitas konsumen terhadap usaha mikro, kecil, dan menengah (UMKM) fesyen di Jakarta Selatan. Pendekatan kuantitatif eksploratif digunakan untuk menganalisis hubungan antar variabel penelitian. Data dikumpulkan dari 150 konsumen yang telah membeli produk fesyen dari UMKM fesyen di Jakarta Selatan melalui marketplace online. Responden dipilih menggunakan purposive sampling, sedangkan instrumen penelitian berupa kuesioner terstruktur yang diukur menggunakan skala Likert lima poin. Data dianalisis menggunakan SPSS versi 25 melalui analisis statistik deskriptif, uji validitas dan reliabilitas, uji asumsi klasik, regresi linier berganda, uji t parsial, uji F simultan, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa pemanfaatan marketplace memiliki pengaruh positif dan signifikan terhadap loyalitas konsumen. Manajemen hubungan pelanggan juga memiliki pengaruh positif dan signifikan terhadap loyalitas konsumen. Secara simultan, pemanfaatan marketplace dan manajemen hubungan pelanggan secara signifikan mempengaruhi loyalitas konsumen, sebagaimana ditunjukkan oleh nilai F sebesar 84,722 dan nilai signifikansi di bawah 0,001. Nilai R² yang disesuaikan sebesar 0,529 menunjukkan bahwa 52,9% variasi loyalitas konsumen dijelaskan oleh dua variabel independen. Temuan ini menunjukkan bahwa pemanfaatan pasar yang efektif dikombinasikan dengan manajemen hubungan pelanggan yang kuat dapat meningkatkan retensi pelanggan, pembelian berulang, dan loyalitas jangka panjang terhadap UMKM fesyen.
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