Sustainable Marketing Factor: Strategi Peningkatan Kepuasan Dan Loyalitas Konsumen Berbasis E-Commerce Innovation Dan E-Customer Relationship Marketing
DOI:
https://doi.org/10.32528/jmbi.v10i1.1430Keywords:
Kepuasan, Loyalitas Konsumen, E-commerce Innovation, dan E-Custormer Relationship MarketingAbstract
Penelitian ini bertujuan untuk menguji pengaruh E-Commerce Innovation dan E-Customer Relationship Marketing terhadap kepuasan dan loyalitas konsumen. Subjek penelitian ini adalah konsumen Hotel Bintang 3 di Kota Jember Jawa Timur. Populasi penelitian adalah konsumen yang menggunakan jasa hotel di Kota Jember dan penentuan sampel dilakukan secara accidental sampling. Jumlah sampel ditentukan sebanyak 10 kali indikator. Sehingga jumlah responden adalah 20 x 10 = 200 responden. Analisis data dilakukan dengan Structural Equation Model Partial Least Square (SEM-PLS). Hasil penelitian menyatakan bahwa E-Commerce Innovation berpengaruh signifikan baik terhadap kepuasan konsumen maupun loyalitas konsumen, E-Customer Relationship Marketing berpengaruh signifikan terhadap kepuasan konsumen, namun tidak berpengaruh terhadap loyalitas konsumen. Kepuasan konsumen berpengaruh signifikan terhadap loyalitas konsumen. Temuan penelitian ini diharapkan dapat memberikan kontribusi positif bagi entitas bisnis perhotelan khususnya terkait dengan upaya meningkatkan daya saing perusahaan melalui penciptaan loyalitas konsumen.
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