Peran Kepercayaan dan User Experience dalam Meningkatkan Loyalitas Pelanggan Marketplace
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Abstract
E-commerce telah menjadi pilihan utama konsumen untuk membeli kebutuhan sehari-hari. Namun, persaingan yang ketat diantara marketplace dan perubahan pola belanja menyebabkan marketplace harus berfokus pada strategi mempertahankan pelanggan supaya tidak kehilangan pangsa pasar. Oleh sebab itu, penelitian ini ingin mengidentifikasi peran kepercayaan dan user experience dalam meningkatkan loyalitas pelanggan salah satu marketplace terbesar di Indonesia, serta peran mediasi perceived value pada pengaruh tersebut. Data penelitian ini dikumpulkan melalui Google Forms dan dianalisis menggunakan Partial Least Squares – Structural Equation Modeling (PLS-SEM) yang melibatkan pengguna aktif marketplace tersebut. Hasil analisis menunjukkan bahwa kepercayaan pelanggan meningkatkan loyalitas pelanggan karena pelanggan merasa aman dan yakin untuk kembali bertransaksi. User experience juga meningkatkan loyalitas pelanggan karena pelanggan merasa bahwa aplikasi mudah digunakan dan proses pembelian berlangsung secara lancar. Selain itu, perceived value memediasi secara positif dan signifikan pengaruh kepercayaan pelanggan dan user experience terhadap loyalitas pelanggan. Temuan ini diharapkan dapat memberi wawasan bagi perusahaan untuk meningkatkan keamanan platform, memperbaiki kualitas antarmuka, dan menyederhanakan fitur supaya pelanggan terus menggunakan marketplace secara jangka panjang.
E-commerce has been consumer’s first option to purchase daily needs. However, tough competition between marketplaces and shifts on purchase behavior have urged marketplace to commit on retaining customers in order to prevent declining market share. Therefore, this study aims to identify the influence of trust and user experience in increasing customer loyalty on one of the biggest marketplace in Indonesia, as well as the mediating role of perceived value in these influences. Data were gathered by using Google Forms and analyzed by employing the Partial Least Squares – Structural Equation Modeling (PLS-SEM) method which involves active marketplace users. The analysis shows that trust enhances customer loyalty because customers feel safe and confident to make repeat purchases. User experience also improves customer loyalty because customers find the application easy to use and the purchasing process smooth. Moreover, perceived value mediates the effect of trust and user experience on customer loyalty positively and significantly. These findings are expected to guide companies to strengthen platform security, improve interface quality, and simplify features so customers continue using marketplace for the long term.
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