Analisis Pengaruh Experiential Marketing terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan sebagai Variabel Intervening: Studi Kasus pada Grab di Jakarta Selatan
DOI:
https://doi.org/10.58812/jmws.v4i10.2743Kata Kunci:
Loyalitas Pelanggan, Transportasi Online, Kualitas Layanan, Harga, Pengalaman PenggunaAbstrak
Di tengah era digital yang terus berkembang, layanan transportasi berbasis aplikasi telah menjadi bagian integral dari kehidupan sebagian besar penduduk urban. Tujuan dari penelitian ini adalah untuk memahami faktor-faktor yang mempengaruhi tingkat loyalitas pelanggan di balik penggunaan layanan transportasi berbasis aplikasi. Faktor yang dipakai meliputi kualitas layanan, harga layanan, kemudahan penggunaan aplikasi, menariknya iklan dan promosi, pengalaman pengguna aplikasi. Pendekatan kuantitatif dari penelitian ini adalah dengan mendistribusikan survei di berbagai wilayah kepada pengguna layanan. Dalam analisis data yang diperoleh, teknik regresi digunakan untuk memahami korelasi antara faktor dan loyalitas pelanggan. Hasilnya menunjukkan bahwa hanya kualitas layanan dan kemudahan penggunaan aplikasi yang berkolerasi dengan loyalitas pelanggan. Faktor lain, termasuk harga dan promosi, hanya berkolerasi pada tingkat pendek. Penemuan ini diharapkan akan berguna bagi penyedia agar meningkatkan strategi bisnis agar dapat terus mempertahankan pelanggan mereka.
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Hak Cipta (c) 2025 Farah Abda Safira, Dania Oktaviani, Wayan Maulino Wikrishna
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