PERAN KETERLIBATAN PELANGGAN TERHADAP RETENSI PELANGGAN PADA KONDISI PASCAPANDEMI: STUDI PADA PEMBELIAN ONLINE PRODUK MAKANAN SEHAT

Muhammad Okiba Jauhari Elfa, Hesty Nurul Utami

Abstrak


The situation after the pandemic that hit the world in the last three years has changed customer shopping behaviour by experiencing the new normal behaviour shown through the differentiation of customer retail shopping selection of going to physical stores or doing online shopping, including food preparation. Experiencing years of such a traumatic condition, customers started to learn how to live a healthier lifestyle by preparing and eating healthier food to keep the immune system, while food retail businesses are struggling to sustain business and retain customers by providing online platforms for customer convenience ordering food. The aims of this study are: (1) to analyse the characteristics of ready-to-cook and healthy catering e-commerce customers, (2) to analyse the influence of self-efficacy, perceived value, perceived product quality, and online content quality on customer engagement and the influence of customer engagement on customer retention. Data was collected from 300 ready to cook and healthy catering e-commerce customers and analysed with the Structural Equation Modeling (SEM). The results showed that the characteristics of customers who ordered ready-to-cook of healthy food catering were dominated by women, young adult groups with bachelor’s education who primarily work as private company employees, and income included in the upper middle class. There is an influence of online content quality and perceived value on customer engagement, and customer engagement significantly influences customer retention. The study provides theoretical and managerial implications.

Situasi setelah terjadinya pandemi yang melanda dunia dalam tiga tahun terakhir telah mengubah perilaku belanja masyarakat di kondisi normal baru yang ditunjukkan melalui diferensiasi pelanggan dalam pemilihan belanja ke toko fisik atau secara online, termasuk pembelian makanan. Setelah mengalami kondisi tersebut masyarakat mulai belajar untuk menjalani gaya hidup yang lebih sehat dengan mengonsumsi makanan sehat untuk menjaga sistem kekebalan tubuh, sementara bisnis ritel makanan berjuang untuk menjaga bisnis dan mempertahankan pelanggan dengan menyediakan platform online untuk kenyamanan pelanggan dalam memesan makanan. Tujuan dari penelitian ini yaitu: (1) menganalisis karakteristik pelanggan e-commerce bahan makanan siap masak dan katering sehat, (2) menganalisis pengaruh efikasi diri, nilai yang dirasakan, kualitas produk yang dirasakan, dan kualitas konten online terhadap keterlibatan pelanggan dan pengaruh keterlibatan pelanggan terhadap retensi pelanggan. Data dikumpulkan dari 300 pelanggan e-commerce bahan makanan siap masak dan katering sehat, dianalisis dengan Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa karakteristik pelanggan yang memesan bahan makanan siap masak dan katering sehat didominasi oleh wanita, kelompok usia dewasa muda dengan pendidikan sarjana yang sebagian besar bekerja sebagai karyawan swasta, serta memiliki pendapatan kelas menengah ke atas. Terdapat pengaruh kualitas konten online dan nilai yang dirasakan terhadap keterlibatan pelanggan, dan keterlibatan pelanggan berpengaruh signifikan terhadap retensi pelanggan. Penelitian ini memberikan implikasi teoritis dan manajerial.


Kata Kunci


kognitif sosial; retensi pelanggan; keterlibatan pelanggan; e-commerce produk makanan; gaya hidup terkait konsumsi makanan

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DOI: https://doi.org/10.24198/adbispreneur.v8i3.48671

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