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  2. Vol 8, No 1 (2024)
  3. Isnanto

Analisis Pengaruh Faktor-Faktor Kunci Loyalitas Konsumen: Mengungkap Rahasia Keberhasilan Bisnis di Era Kompetitif

Burham Isnanto(1), Seno Hadi Saputro(2*)
(*) Corresponding Author

DOI: 10.24269/iso.v8i1.2641


Abstract


Era digital telah menimbulkan bentuk-bentuk baru keterlibatan pelanggan dan loyalitas, seperti komunitas merek online, interaksi media sosial, dan program loyalitas e-commerce. Peningkatan e-commerce dan platform online telah mengubah cara bisnis berinteraksi dengan pelanggan, yang mengharuskan penilaian ulang strategi loyalitas tradisional. Penelitian ini bertujuan untuk menganalisis pengaruh faktor-faktor kunci terhadap loyalitas konsumen dalam konteks lingkungan bisnis yang sangat kompetitif. Penelitian ini menggunakan desain penelitian kuantitatif dengan pendekatan survei. Pengumpulan data dilakukan pada bulan Agustus sampai Desember 2023 di kota Pangkalpinang. Penelitian ini melibatkan 100 responden yang dipilih melalui teknik purposive sampling. Penentuan jumlah sampel dilakukan dengan menggunakan rumus Slovin, dengan tingkat kesalahan yang dapat ditoleransi sebesar 5% dan tingkat kepercayaan 95%. Variabel independen yang diteliti meliputi kepuasan konsumen, kualitas produk, kemudahan akses, dan dukungan pelanggan, sedangkan variabel dependen adalah loyalitas konsumen. Analisis data dilakukan menggunakan teknik regresi berganda dan regresi sederhana. Hasil penelitian menunjukkan bahwa kepuasan konsumen, kualitas produk, kemudahan akses, dan dukungan pelanggan secara bersama-sama berpengaruh positif dan signifikan terhadap loyalitas konsumen. Secara individual, setiap variabel independen juga memiliki pengaruh positif dan signifikan terhadap loyalitas konsumen. Implikasi dari penelitian ini mencakup aspek teoritis dan praktis.


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