The Influence of Customer Relationship Management and Customer Engagement on Customer Loyalty in the Hody Community

Seftianti  Rajuwi; Rindang  Matoati; Mimin Aminah; Hardiana  Widyastuti

doi:10.29244/

Penulis

Seftianti Rajuwi Departemen Manajemen, Fakultas Ekonomi dan Manajemen, IPB University
Rindang Matoati Departemen Manajemen, Fakultas Ekonomi dan Manajemen, IPB University
Mimin Aminah Departemen Manajemen, Fakultas Ekonomi dan Manajemen IPB University
Hardiana Widyastuti Departemen Manajemen, Fakultas Ekonomi dan Manajemen, IPB University

DOI:

https://doi.org/10.29244/

Kata Kunci:

anggota, keterlibatan, loyalitas, manajemen

Abstrak

Customer loyalty merupakan aspek penting bagi keberlanjutan bisnis dan dipengaruhi oleh penerapan customer relationship management (CRM) serta customer engagement (CE). Komunitas Hodyctive Member dibentuk untuk meningkatkan loyalitas pelanggan, namun masih menghadapi kendala pertumbuhan anggota, partisipasi komunitas, dan tingkat pembelian ulang yang belum optimal. Penelitian ini menganalisis pengaruh CRM dan CE terhadap loyalitas pelanggan menggunakan pendekatan kuantitatif melalui SEM-PLS pada 195 responden. Hasil penelitian menunjukkan bahwa CRM dan CE berpengaruh positif dan signifikan baik secara parsial maupun simultan terhadap loyalitas pelanggan. Temuan ini menegaskan pentingnya strategi personalisasi, komunikasi yang efektif, dan interaksi komunitas dalam membangun loyalitas, serta memberikan kontribusi teoretis dan praktis bagi pengembangan strategi loyalitas berbasis komunitas digital pada brand Hody

Unduhan

Data unduhan tidak tersedia.

Biografi Penulis

Rindang Matoati, Departemen Manajemen, Fakultas Ekonomi dan Manajemen, IPB University

Manajemen

Referensi

Al-Dmour, HH., WK. Ali, RH. Al-Dmour. 2019. The Relationship between Customer Engagement, Satisfaction, and Loyalty. International Journal of Customer Relationship Marketing and Management, 10(2), 35–60. https://doi.org/10.4018/IJCRMM.2019040103

Al-Dmour, H., HK. Hayat. 2019. The Role of Customer Satisfaction on Enhancing the Relationship between Customer Relation-ship Management and Customer Loyalty: An Empirical Study on Private Kuwaiti Fitness Gyms. International Business and Management, 2(3), 1-15. https://doi.org/10. 5171/2019.815930.

Aprianti, I., T. Nugraha, L. Nurfadilah. 2021. The Effect of Customer Relationship Manage-ment and Customer Satisfaction on Customer Loyalty. International Journal of Law, Policy and Government, 3(2): 101–111. https://doi.org/10. 17358/ijbe.7.2.139.

Astuti, SW., H. Indriastuti. 2021. Exploring Customer Relationship Management and Customers' Value on Customers’ Loyalty of Go-Jek Online Services. International Journal of Economics, Business and Accounting Research (IJEBAR), 5(1): 137-149. https://doi.org/10. 29040/ijebar.v5i1.2166.

Chin, WW. 1998. The Partial Least Squares Approach for Structural Equation Modeling.

Elianto, WY., SM. Setyawati, RP. Setyanto. 2019. Analisis Pengaruh Manajemen Relasional terhadap Loyalitas Nasabah dengan Keterikatan Nasabah sebagai Variabel Intervening. Jurnal Ekonomi, Bisnis, dan Akuntansi, 21(4). https://doi.org/10.32424/ jeba.v21i4.1539.

Fauziyah, H., I. Iskandar, W. Wachjuni. 2023. The Effect of Customer Engagement on Customer Loyalty through Customer Satisfaction at Shopee. Indonesian Journal of Business and Economics, 6(1): 856-868. https://doi.org/10. 25134/ijbe.v6i1.8366.

Fauziyyah, S., K. Khusna. 2022. Implementation of Customer Relationship Management in Order to Build Customer Satisfaction and Loyalty. Jurnal Manajemen Indonesia, 22(1): 13-22. https://doi.org/10.25124/jmi.v22i1. 2802.

Ghozali, I. 2016. Aplikasi Analisis Multivariete dengan Program IBM SPSS 23 (8th ed.). Badan Penerbit Universitas Diponegoro.

Goranda, IR. 2021. Pengaruh Customer Relationship Management terhadap Kepuasan dan Loyalitas Konsumen pada E-Commerce Agribisnis [Skripsi, IPB University]. https://repository. ipb.ac.id/ handle/123456789/107090.

Hair, JF., WC. Black, BJ. Babin, RE. Anderson. 2014. Multivariate Data Analysis (7th ed.). Pearson Education Limited.

Hair, JF., GTM. Hult, CM. Ringle, M. Sarstedt. 2022. A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.). SAGE Publications.

Haryandika, DM., IK. Santra. 2021. The Effect of Customer Relationship Management on Customer Satisfaction and Customer Loyalty. Indonesian Journal of Business and Entre-preneurship, 7(2): 139-149. https://doi.org/10.17358/ijbe.7.2.139.

Henseler, J., CM. Ringle, M. Sarstedt. 2014. A New Criterion for Assessing Discriminant Validity in Variance-Based Structural Equation Modeling. Journal of the Academy of Marketing Science, 43(1): 115-135. https://doi.org/10. 1007/s11747-014-0403-8.

Hollebeek, LD., J. Conduit, RJ. Brodie. 2016. Strategic Drivers, Anticipated and Unanticipated Outcomes of Customer Engagement. Journal of Marketing Management, 32(5–6): 393-398. https://doi. org/10.1080/ 0267257X.2016.1144360.

Kementerian Perdagangan Republik Indonesia. 2024. Perdagangan Digital (E-Commerce) Indonesia Periode 2023. Retrieved May 5, 2024, from https://satudata.kemendag.go.id/ ringkasan/produk/perdagangan-digital-e-commerce-indonesia-periode-2023

Komdigi, Republik Indonesia. 2024. Infrastruktur Digital: Fondasi Akselerasi Inovasi dan Pertumbuhan Ekonomi. Retrieved May 10, 2024, from https://www.komdigi.go.id/ transformasi-digital/infrastruktur-digital.

Kotler, P., KL. Keller. 2016. Marketing Management (15th ed.). Pearson Education Limited.

Kredivo & Katadata. 2023. Laporan Perilaku Konsumen Indonesia 2023: Pemulihan Ekonomi dan Tren Belanja Pasca Pandemi. https://kredivocorp.com/wp-content /uploads/2023/06/2023-Indonesia-e-Commerce-Behavior-Report.pdf

Laulita, NB., H. Dewantara. 2024. The Effect of Customer Experience and Omnichannel Integration on Customer Loyalty through Customer Engagement and Customer Satisfaction. Jurnal Bisnis dan Manajemen, 11(2): 192-204. https://jurnal.unmer.ac.id/ index.php/jbm/article/view/13412.

Limandono, JA., D. Dharmayanti. 2018. Pengaruh Content Marketing dan Event Marketing terhadap Customer Engagement dengan Social Media Marketing sebagai Variabel Moderasi di Pakuwon City. Jurnal Strategi Pemasaran, 5(1): 1-11. https://publication.petra.ac.id/index.php/manajemen-pemasaran/article/view/6316

Lupiyoadi, R. 2013. Manajemen Pemasaran Jasa. Salemba Empat.

MacKenzie, SB., PM. Podsakoff, NP. Podsakoff. 2011. Construct Measurement and Validation Procedures in MIS and Behavioral Research. MIS Quarterly, 35(2): 293–334. https://doi.org/10.2307/23044045

Pansari, A., V. Kumar. 2017. Customer Enga-gement: The Construct, Antecedents, and Consequences. Journal of the Academy of Marketing Science, 45: 294–311. https://doi.org/10.1007/s11747-016-0485-6.

Purba, JT., B. Mesra, ED. Surya. 2024. Customer Engagement and Customer Experience Analysis of Customer Loyalty through Emotional Bonding. International Journal of Society and Law, 2(2): 44–55. https://doi.org/10.26623/slsi.v17i3.1636

Rais, M. 2022. Pengaruh Customer Relationship Management terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Pascabayar PT Telkomsel Indonesia [Tesis, Universitas Hasanuddin]. http://repository.unhas.ac.id/ 15721/2/A012181002_tesis_bab%201-2.pdf

Rather, RA. 2019. Consequences of Consumer Engagement in Service Marketing: An Empirical Exploration. Journal of Global Marketing, 32(2): 116-135. https://doi.org/10.1080/08911762.2018.1454995

Saputra, MA. 2022. Pengaruh Customer Engagement, Brand Trust, dan E-Service Quality terhadap Customer Loyalty dengan Customer Satisfaction sebagai Variabel Intervening pada Pengguna Spotify Premium. http://eprints.universitas-putrabangsa.ac.id/id/eprint/951

Savitri, C., Faddila, S. P., Irmawartini, Iswari, H. R., Anam, C., Syah, S., Mulyani, S. R., Sihombing, P. R., Kismawadi, R., Pujianto, A., Mulyati, A., Astuti, Y., Adinugroho, W. C., Imanuddin, R., Kritia, Nuraini, A., & Siregar, M. T. 2021. Statistik Multivariat dalam Riset. Widina Bhakti Persada.

Siddiqi, T., KA. Khan, SM. Sharna. 2018. Impact of Customer Relationship Mana-gement on Customer Loyalty: Evidence from Bangladesh’s Banking Industry. Journal of Statistics Applications and Probability, 15(5): 92-101. https://ijbel.com/wpcontent/up-loads/2018/06/ijbel-239.pdf.

So, KKF., C. King, BA. Sparks, Y. Wang. 2013. The Role of Customer Engagement in Building Consumer Loyalty to Tourism Brands. Journal of Travel Research, 1–15. https://doi.org/10. 1177/0047287514541008.

Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.

We Are Social. 2024. Digital 2024: Indonesia. Retrieved April 28, 2024, from https://data-reportal.com/reports/digital-2024-indonesia

Wulan, SD. 2024. Manfaat dan Tantangan E-Commerce dalam Ekonomi Digital di Bidang Bisnis. Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan dan Bisnis, 1(1): 42-50. https://doi.org/10.61132/prosem-nasimkb. v1i1.5

Yudi, U., & Wasino. 2023. Pengaruh Customer Relationship Management, Pengalaman Pelanggan, dan Kepercayaan Merek terhadap Loyalitas Pelanggan di Starbucks Kelapa Gading. Panorama Nusantara, 18(1): 1-14. https://ejournal.asaindo.ac.id/index.php/ panoramanusantara/article/download/1311/1703.

Zaid, S., & Patwayati, P. 2021. Impact of Customer Experience and Customer Engagement on Satisfaction and Loyalty: A Case Study in Indonesia. Journal of Asian Finance, Economics and Business, 8(4): 983-992. https://doi.org/ 10.13106/jafeb.2021.vol8.no4.0983