PERAN ONLINE CUSTOMER JOURNEY DAN NILAI HEDONIS TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN E-COMMERCE BUAH-BUAHAN DAN SAYURAN SEGAR DI JABODETABEK

Safira Putri Utami, Mohamad Harisudin, Heru Irianto

Abstract


ABSTRAKAdanya pandemi Covid-19 telah mengubah pola hidup masyarakat, termasuk pola berbelanja untuk memenuhi kebutuhan sehari-hari. Selain adanya himbauan pembatasan aktivitas karena Covid-19, kemajuan teknologi di era digital ini juga meningkatkan permintaan konsumen terhadap layanan belanja secara online dan pengiriman barang belanjaan ke rumah. Terdapat tahapan yang dilalui pelanggan dalam berbelanja online yang mungkin dapat memengaruhi kepuasan pelanggan. Tujuan penelitian ini untuk menganalisis peran online customer journey dan nilai hedonis terhadap kepuasan dan kaitannya dengan loyalitas pelanggan. Metode analisis data menggunakan Structural Equation Modeling (SEM) dengan bantuan software AMOS versi 22.0. Metode convenience sampling digunakan, di mana responden diasumsikan pernah membeli buah-buahan dan sayuran segar secara online melalui e-commerce Sayurbox, Happyfresh, Segari, dan/atau Brambang minimal dua kali dalam satu bulan terakhir. Jumlah sampel sebanyak 255 responden. Hasil penelitian menunjukkan variabel-variabel online customer journey (pendaratan situs, penemuan produk, presentasi produk, manajemen keranjang, check out, pengiriman) secara signifikan tidak berpengaruh terhadap kepuasan pelanggan. Kepuasan pelanggan secara positif berpengaruh terhadap loyalitas pelanggan. Nilai hedonis secara signifikan tidak memediasi hubungan antara kepuasan dan loyalitas pelanggan e-commerce buah-buahan dan sayuran segar di Jabodetabek. Kepuasan yang dirasakan pelanggan cenderung mengarah pada produk yang telah diterima, sedangkan tahapan transaksi pembelian online tidak berpengaruh terhadap kepuasan pelanggan

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