Peran Stratejik Analisis Kohort Kesetiaan Pelanggan Daring

Nissa Aprilia Kartika Putri; Waluyo Budi  Atmoko; Ariefah Yulandari

doi:10.58812/jmws.v4i08.2577

Penulis

Nissa Aprilia Kartika Putri Universitas Setia Budi
Waluyo Budi Atmoko Universitas Setia Budi
Ariefah Yulandari Universitas Setia Budi

DOI:

https://doi.org/10.58812/jmws.v4i08.2577

Kata Kunci:

Kesetiaan Pelanggan Daring , Kepuasan Pelanggan, Pengiriman, Variasi Produk, Kualitas Pelayanan

Abstrak

Pelanggan daring pada generasi X, Y, dan Z. Studi literatur menyatakan bahwa kesetiaan pelanggan daring terkait erat dengan konstruk kepuasan pelanggan daring, pengiriman, variasi produk, dan kualitas pelayanan. Penelitian dilakukan menggunakan desain survei. Populasi dan sampel adalah generasi X, Y, dan Z yang melakukan belanja daring di marketplace. Data sampel berukuran 555 responden dari tiga generasi yang dikumpulkan dengan teknik penyampelan purposive dan dianalisis dengan pemodelan persamaan structural SEM (structural equation modelling). Hasil penelitian adalah: Kualitas pelayanan tidak berpengaruh terhadap kepuasan pelanggan pada generasi X, Y, dan Z. Variasi produk berpengaruh terhadap kepuasan pelanggan pada generasi Y, namun tidak pada generasi X dan Z. Pengiriman berpengaruh terhadap kepuasan pelanggan pada generasi Z, namun tidak pada generasi X dan generasi Z. Kepuasan pelanggan berpengaruh terhadap kesetiaan pelanggan daring pada generasi X, Y, dan Z. Hasil penelitian ini pemasar marketplace perlu fokus pada karakteristik generasi X, Y, dan Z dalam strategi membangun kesetiaan pelanggan daring.

Referensi

Abdirad, M., & Krishnan, K. (2020). Customer satisfaction assessment of E-Supply chain quality in online shopping: a case study. September, 1–21. https://doi.org/10.20944/preprints202009.0181.v1

Al-Mu’ani, L., Al-Momani, M. M., Amayreh, A., Aladwan, S. I., & Al-Rahmi, W. M. (2024). The effect of logistics and policy service quality on customer trust, satisfaction, and loyalty in quick commerce: A multigroup analysis of generation Y and generation Z. Uncertain Supply Chain Management, 12(3), 1417–1432. https://doi.org/10.5267/j.uscm.2024.4.009

Ashiq, R., & Hussain, A. (2024). Exploring the effects of e-service quality and e-trust on consumers’ e-satisfaction and e-loyalty: insights from online shoppers in Pakistan. Journal of Electronic Business & Digital Economics, 3(2), 117–141. https://doi.org/10.1108/jebde-09-2023-0019

Blut, M. (2016). E-Service Quality: Development of a Hierarchical Model. Journal of Retailing, 92(4), 500–517. https://doi.org/10.1016/j.jretai.2016.09.002

Budiarti, L., & Wijayanti, R. F. (2024). Perilaku Variety Seeking Generasi Z Serta Dampaknya Terhadap Brand Switching. J-MACC : Journal of Management and Accounting, 7(1), 1–8. https://doi.org/10.52166/j-macc.v7i1.5678

Cao, Y., Ajjan, H., & Hong, P. (2018). Post-purchase shipping and customer service experiences in online shopping and their impact on customer satisfaction: An empirical study with comparison. Asia Pacific Journal of Marketing and Logistics, 30(2), 400–416. https://doi.org/10.1108/APJML-04-2017-0071

Dabija, D. C., Bejan, B. M., & Pușcaș, C. (2020). A Qualitative Approach to the Sustainable Orientation of Generation Z in Retail: The Case of Romania. Journal of Risk and Financial Management, 13(7). https://doi.org/10.3390/jrfm13070152

Dallegrand, J. P. (2024). Keterkaitan merek antar generasi: perbandingan merek loyalitas antara generasi x dan generasi milenial. November.

Dharmesti, M., Dharmesti, T. R. S., Kuhne, S., & Thaichon, P. (2019). Understanding online shopping behaviours and purchase intentions amongst millennials. Young Consumers, 22(1), 152–167. https://doi.org/10.1108/YC-12-2018-0922

DÜNDAR, A. O., & ÖZTÜRK, R. (2020). the Effect of on-Time Delivery on Customer Satisfaction and Loyalty in Channel Integration. Business & Management Studies: An International Journal, 8(3), 2675–2693. https://doi.org/10.15295/bmij.v8i3.1520

Erwin Permana, Dela Setia Cahyani, Famita Wijayanti, & Syamsurizal Syamsurizal. (2024). Analisis Kepuasan Generasi Z Terhadap Layanan E-Commerce. Jurnal Ilmiah Ekonomi, Akuntansi, Dan Pajak, 1(2), 337–355. https://doi.org/10.61132/jieap.v1i2.312

Feng, R., & Ivanov, A. (2023). Telematics and Informatics Reports Does a generational gap exist in online shopping attitudes ? A comparison of Chinese consumer generations from the media system dependency perspective. Telematics and Informatics Reports, 12(800), 100106. https://doi.org/10.1016/j.teler.2023.100106

Hairuddin, H., Abu Seman, S. A., & Mohamad Mozie, N. (2019). Customers’ Satisfaction on the Quality of E-Commerce. Advances in Business Research International Journal, 5(3), 1. https://doi.org/10.24191/abrij.v5i3.9965

Hapsari, R., Clemes, M. D., & Dean, D. (2017). Jurnal Internasional Ilmu Kualitas dan Layanan. Journal of Quality and Service Sciences, 9(1), 21–40.

Its, S. M., & Agrawal, D. K. (2022). Menentukan perbedaan perilaku generasi Y dan Z.

Jungang, W. (2023). The Effect of Product Innovation and Product Variations on Consumer Buying Interest. Siber International Journal of Digital Business (SIJDB), 1(1), 25–33. https://doi.org/10.38035/sijdb.v1i1.10

Kankonkar, S. R. (2021). GEN-Z ’ S Online Buyingnkonkar, Sh Involvement And Decision Style In. UGC Care Journal, 40 (26)(December), 360–376.

Leninkumar, V. (2017). The Relationship between Customer Satisfaction and Customer Trust on Customer Loyalty. International Journal of Academic Research in Business and Social Sciences, 7(4). https://doi.org/10.6007/ijarbss/v7-i4/2821

Mofokeng, T. E. (2021). Cogent Business & Management The impact of online shopping attributes on customer satisfaction and loyalty : Moderating effects of e-commerce experience The impact of online shopping attributes on customer satisfaction and loyalty : Moderating effects of . Cogent Business & Management, 8(1). https://doi.org/10.1080/23311975.2021.1968206

Nasution, H. (2020). Menuju Belanja Makanan Online Selama Pandemi Covid-19. 200.

Nurfaizi, M. I. (2025). BAGAIMANA KUALITAS LAYANAN DAN PRIVASI YANG DIPERSEPSI DAPAT MEMPENGARUHI KEPUASAN PELANGGAN DI GENERASI Y DAN Z ? Endy Gunanto Marsasi Universitas Islam Indonesia , Indonesia Email : Abstrak Teori SERVQUAL. 40, 165–191.

Pasaribu, F., Sari, W. P., Ni Bulan, T. R., & Astuty, W. (2022). The effect of e-commerce service quality on customer satisfaction, trust and loyalty. International Journal of Data and Network Science, 6(4), 1077–1084. https://doi.org/10.5267/j.ijdns.2022.8.001

Rashid, D. A., & Rasheed, D. R. (2024). Logistics Service Quality and Product Satisfaction in E-Commerce. SAGE Open, 14(1), 1–12. https://doi.org/10.1177/21582440231224250

Riley, J. M., & Klein, R. (2019). How logistics capabilities offered by retailers influence millennials’ online purchasing attitudes and intentions. Young Consumers, 22(1), 131–151. https://doi.org/10.1108/YC-12-2018-0889

Rita, P., Oliveira, T., & Farisa, A. (2019). Heliyon The impact of e-service quality and customer satisfaction on customer behavior in online shopping. Heliyon, 5(August), e02690. https://doi.org/10.1016/j.heliyon.2019.e02690

Rut Winasis, C. L., & Sabar, M. (2024). The Influence of Product Quality, Price Perception and Product Variety on Consumer Repurchase Intentions with Consumer Satisfaction as a Mediating Variable (Study pn Solid Surface Performnite Products). International Journal of Multidisciplinary Research and Analysis, 07(01), 333–341. https://doi.org/10.47191/ijmra/v7-i01-41

Tjahjaningsih, E., Ningsih, D. H. U., & Utomo, A. P. (2020). The Effect of Service Quality and Product Diversity on Customer Loyalty: The Role of Customer Satisfaction and Word of Mouth. Journal of Asian Finance, Economics and Business, 7(12), 481–490. https://doi.org/10.13106/JAFEB.2020.VOL7.NO12.481

Vasic, N., Kilibarda, M., & Kaurin, T. (2019). The Influence of Online Shopping Determinants on Customer Satisfaction in the Serbian Market. Journal of Theoretical and Applied Electronic Commerce Research, 14(2), 0–0. https://doi.org/10.4067/s0718-18762019000200107

Vu, V. H., Nguyen, T. H. L., Nguyen, T. L., & Le, T. M. (2024). Examination of Online Purchase Intention towards Air-conditioner. Asian Journal of Economics, Business and Accounting, 24(5), 12–21. https://doi.org/10.9734/ajeba/2024/v24i51288

Wiścicka-fernando, M. (2021). ScienceDirect ScienceDirect ScienceDirect. Procedia Computer Science, 192, 3413–3422. https://doi.org/10.1016/j.procs.2021.09.114

Xiao, Z., Wang, J. J., & Liu, Q. (2018). The impacts of final delivery solutions on e-shopping usage behaviour: The case of Shenzhen, China. International Journal of Retail and Distribution Management, 46(1), 2–20. https://doi.org/10.1108/IJRDM-03-2016-0036

Zhu, B., Kowatthanakul, S., & Satanasavapak, P. (2020). Generation Y consumer online repurchase intention in Bangkok. 48(1), 53–69. https://doi.org/10.1108/IJRDM-04-2018-0071

Peran Stratejik Analisis Kohort Kesetiaan Pelanggan Daring

Penulis

DOI:

Kata Kunci:

Abstrak

Referensi

Unduhan

Dimensions

Diterbitkan

Terbitan

Bagian

Lisensi

Cara Mengutip

Template Paper

ISSN

Journal Policy

Indexing

Kata Kunci

Visitor Counter

Supported

Tools

CC Licence