Article Sidebar

Download
PDF

Main Article Content

Abstract

Pertumbuhan pesat e-commerce telah mengubah perilaku konsumen, di mana loyalitas tidak lagi sekadar ditentukan oleh harga, melainkan oleh pengalaman penggunaan platform secara menyeluruh. Penelitian ini bertujuan untuk menganalisis pengaruh perceived usefulness, perceived value, dan sales promotion terhadap customer loyalty melalui customer satisfaction pada pengguna Shopee di Kota Pontianak. Menggunakan pendekatan kuantitatif kausalitas dengan teknik analisis Structural Equation Modeling-Partial Least Squares (SEM-PLS) melalui SmartPLS 4, penelitian ini mengolah data dari responden yang dipilih secara purposif. Hasil penelitian menunjukkan bahwa perceived usefulness, perceived value, dan sales promotion tidak berpengaruh signifikan secara langsung terhadap customer loyalty. Sebaliknya, customer satisfaction terbukti memiliki pengaruh langsung yang positif dan signifikan terhadap customer loyalty. Analisis mediasi mengonfirmasi peran full mediation dari customer satisfaction dalam menjembatani pengaruh perceived value dan sales promotion terhadap customer loyalty. Namun, variabel customer satisfaction tidak terbukti secara signifikan memediasi pengaruh perceived usefulness terhadap loyalitas pelanggan. Penelitian ini menyimpulkan bahwa stimulasi nilai dan promosi digital tidak dapat secara instan menciptakan loyalitas, melainkan harus dikonversi terlebih dahulu menjadi kepuasan emosional sebagai filter evaluatif konsumen. Implikasi manajerial bagi pelaku e-commerce ditekankan pada pentingnya merancang strategi promosi yang mampu memberikan pengalaman purnabeli yang memuaskan guna menjaga retensi dan loyalitas jangka panjang.

Keywords

Perceived Usefulnes Perceived Value Sales Promotion Customer Loyalty Customer Satiafaction

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

References

  1. Abdella, M., & Indradewa, R. (2024). The impact of perceived value and service quality on customer retention in digital marketplaces. Journal of Business and Retail Management Research, 18(2), 112–125.
  2. Al-Adwan, A. S. (2021). Exploring the drivers of electronic word-of-mouth (eWOM) in the context of social commerce: The mediating role of customer satisfaction. Journal of Theoretical and Applied Electronic Commerce Research, 16(5), 1428–1443. https://doi.org/10.3390/jtaer16050080
  3. Arissaputra, M., Santoso, B., & Wibowo, A. (2024). The role of sales promotion and free shipping strategies in driving consumer purchasing behavior in Indonesian e-commerce. International Journal of E-Business Research, 20(1), 45–60. https://doi.org/10.4018/IJEBR.330124
  4. Bolodeoku, J., et al. (2022). Exploring the dimensions of perceived usefulness and technology acceptance in online retail platforms. Journal of Retailing and Consumer Services, 68, 103045. https://doi.org/10.1016/j.jretconser.2022.103045
  5. Da Costa E. Silva, S., et al. (2022). Customer loyalty in digital platforms: The interplay of perceived value, satisfaction, and trust. Electronic Commerce Research and Applications, 52, 101132. https://doi.org/10.1016/j.elerap.2022.101132
  6. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.1177/002224378101800104
  7. Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). SAGE Publications.
  8. Hapsariningsih, A. (2023). Pengaruh perceived usefulness dan perceived value terhadap kepuasan pelanggan pengguna platform digital. Jurnal Manajemen dan Pemasaran Terpadu, 11(2), 89–102.
  9. Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
  10. Keenan, J. (2024). Digital marketing incentives and consumer response dynamics in online marketplaces. Journal of Marketing Communications, 30(4), 310–325. https://doi.org/10.1080/13527266.2023.2189342
  11. Khoa, B. T., & Huynh, T. T. (2022). The evolution of customer loyalty in e-commerce: A multidimensional approach. Heliyon, 8(8), e10245. https://doi.org/10.1016/j.heliyon.2022.e10245
  12. Koo, C., & Yang, S. (2025). Research methodology in digital consumer behavior: Designing valid and reliable questionnaires for e-commerce studies. Computers in Human Behavior, 160, 108340. https://doi.org/10.1016/j.chb.2024.108340
  13. Li, Y., Wang, X., & Zhang, H. (2022). Understanding the mechanism of marketing stimuli on consumer purchase and loyalty in mobile commerce. Industrial Management & Data Systems, 122(5), 1245–1268. https://doi.org/10.1108/IMDS-08-2021-0512
  14. Markwei, U., Appiah, M., & Boakye, K. (2022). Customer satisfaction as a catalyst for customer loyalty in modern retail platforms. International Journal of Retail & Distribution Management, 50(8), 980–996. https://doi.org/10.1108/IJRDM-09-2021-0432
  15. Marso, D. (2022). Consumer shifting behavior in regional e-commerce markets: Evidence from urban Indonesia. Asian Journal of Business Research, 12(3), 77–92.
  16. Musfar, T. F., et al. (2022). Analisis kepuasan pelanggan sebagai mediator dalam e-commerce. Jurnal Riset Manajemen Bisnis, 10(1), 33–45.
  17. Ningtyas, P. A., & Kurniawan, A. (2024). Perceived value dan sales promotion sebagai prediktor kepuasan dan loyalitas konsumen e-commerce. Jurnal Ekonomi, Bisnis & Akuntansi (JEBA), 26(1), 45–58. https://doi.org/10.32424/jeba.v26i1.xxxx
  18. Nisar, T. M., Prabhakar, G., & Strakova, L. (2021). Social media information cues, customer satisfaction, and customer loyalty in e-commerce. International Journal of Information Management, 57, 102273. https://doi.org/10.1016/j.ijinfomgt.2020.102273
  19. Nuryadi, A., Prasetyo, B., & Setiawan, H. (2024). Strategi promosi dan kualitas layanan dalam membangun retensi pelanggan pada platform e-commerce. Jurnal Manajemen Pemasaran, 18(1), 33–45. https://doi.org/10.9744/jmp.18.1.xxxx
  20. Nuryadi, A., et al. (2024). Flash sales, discounts, and free shipping as short-term incentives shaping long-term digital loyalty. Journal of Retailing and Consumer Services, 77, 103650. https://doi.org/10.1016/j.jretconser.2023.103650
  21. Pratama, A., Santoso, D., & Wijaya, K. (2022). Pergeseran paradigma kepuasan konsumen e-commerce: Ketika perceived usefulness menjadi hygiene factor. Jurnal Bisnis dan Birokrasi, 29(2), 112–125. https://doi.org/10.20476/jbb.v29i2.xxxx
  22. Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill-building approach (7th ed.). Wiley.
  23. Setiawan, B., et al. (2024). Evaluating perceived usefulness and technology adoption among Indonesian marketplace consumers. Journal of Systems and Information Technology, 26(2), 145–160. https://doi.org/10.1108/JSIT-05-2023-0092
  24. Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
  25. Tjiptono, F. (2020). Pemasaran jasa: Prinsip, penerapan, dan riset. Andi Offset.
  26. Tzavlopoulos, F., Gotiam, K., Andronikidis, A., & Vassiliadis, C. (2019). Determining the impact of e-commerce quality on customer satisfaction and loyalty. International Journal of Quality and Service Sciences, 11(4), 476–493. https://doi.org/10.1108/IJQSS-03-2019-0046
  27. Wardani, S. K., & Wahyudi, M. (2021). Peranan kepuasan pelanggan dalam memediasi pengaruh perceived value terhadap loyalitas konsumen pengguna e-commerce. Jurnal Administrasi Bisnis (JAB), 89(1), 77–88. https://doi.org/10.21776/ub.jab.2021.089.1.08
  28. Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302
  29. Zhu, Y., Li, Y., & Wang, L. (2020). Exploring the impact of online shopping environments on consumer behavior. Computers in Human Behavior, 110, 106365. https://doi.org/10.1016/j.chb.2020.106365
  30. Zhu, Y., Li, M., & Chen, Y. (2020). Sales promotions and customer loyalty in online shopping: An empirical investigation. Journal of Retailing and Consumer Services, 55, 102093. https://doi.org/10.1016/j.jretconser.2020.102093