PENGARUH STRATEGI PENJUALAN ONLINE, KUALITAS PELAYANAN, DAN PERSEPSI HARGA TERHADAP LOYALITAS PELANGGAN DI KUKUME BEAUTY
DOI:
https://doi.org/10.61912/jeinsa.v3i1.35Kata Kunci:
Strategi Penjualan Online, Kualitas Pelayanan, Persepsi Harga, PelangganAbstrak
Penelitian ini bertujuan untuk menginvestigasi pengaruh strategi penjualan online, kualitas pelayanan, dan persepsi harga terhadap loyalitas pelanggan di Kukume Beauty. Penelitian dilakukan melalui survei terhadap 300 pelanggan yang dipilih secara acak dari basis data Kukume Beauty. Data dikumpulkan menggunakan kuesioner yang terdiri dari pertanyaan terkait strategi penjualan online, kualitas pelayanan, persepsi harga, dan tingkat loyalitas pelanggan. Analisis data dilakukan menggunakan metode regresi berganda. Hasil penelitian menunjukkan bahwa strategi penjualan online memiliki pengaruh positif yang signifikan dengan hasil 0,307 terhadap loyalitas pelanggan. Begitu pula dengan kualitas pelayanan, yang juga secara signifikan memengaruhi loyalitas pelanggan. Selain itu, persepsi harga juga berperan dalam membentuk loyalitas pelanggan, meskipun pengaruhnya tidak sebesar strategi penjualan online dan kualitas pelayanan.
Referensi
Chaffey, D., & Ellis-Chadwick, F. (2016). Digital marketing: Strategy, implementation and practice. Pearson UK.
Dholakia, U. M., Zhao, M., Dholakia, R. R., & Fortin, D. R. (2015). Interactivity and revisits to websites: A theoretical framework revisited. Journal of Interactive Marketing, 30, 40-53.
Kim, H. Y., Kim, J. Y., & Hyun, Y. J. (2022). A model for evaluating the effectiveness of CRM using the balanced scorecard in the Beautyy industry. Journal of Korean Beautyy Industry Society, 8(1), 63-78.
Kim, H. Y., Kim, J. Y., & Hyun, Y. J. (2016). A model for evaluating the effectiveness of CRM using the balanced scorecard in the Beautyy industry. Journal of Korean Beautyy Industry Society, 12(3), 201-215.
Mintel. (2019). Beautyy Retailing - US - November 2019. Retrieved from Mintel Database.
Monroe, K. B. (2020). Pricing: Making profitable decisions. McGraw-Hill Education.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (2018). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
Phua, J., Jin, S. V., & Kim, J. H. (2017). Uses and gratifications of social networking sites for bridging and bonding social capital: A comparison of Facebook, Twitter, Instagram, and Snapchat. Computers in Human Behavior, 72, 115-122.
Wu, L. Y., & Chen, K. Y. (2018). The impact of online store environment cues on purchase intention: Trustworthiness, expertise, and perceived value. Asia Pacific Management Review, 23(1), 52-59.
Yuksel, U., Arasli, H., & Haktan Ekiz, E. (2020). Service quality and perceived value: The mediating effects of customer satisfaction in the context of health clubs. Managing Service Quality: An International Journal, 20(4), 350-372.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (2016). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.
##submission.downloads##
Diterbitkan
Cara Mengutip
Terbitan
Bagian
Lisensi
All writing in this journal is the sole responsibility of the author. Jeinsa provides open access to anyone so that the information and findings in these articles are useful for everyone. Jeinsa can be accessed and downloaded for free, free of charge, following the 
Jeinsa : Jurnal Ekonomi Sidenreng Rappang is licensed under a Creative Commons Attribution 4.0 International License.
