Pengaruh dimensi customer engagement terhadap kepuasan pelanggan dan pengaruhnya terhadap loyalitas pelanggan The Body Shop di Jabodetabek

Halim, Felicia Yuliana (2023) Pengaruh dimensi customer engagement terhadap kepuasan pelanggan dan pengaruhnya terhadap loyalitas pelanggan The Body Shop di Jabodetabek. Masters thesis, Universitas Pelita Harapan.

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Abstract

Kesadaran akan lingkungan yang semakin tinggi di masyarakat Indonesia membuat banyak green brands bermunculan dengan mengusung konsep ramah lingkungan. Salah satunya adalah The body Shop Indonesia. Penjualan The Body Shop Indonesia mengalami pergeseran ke arah digital terutama pada konsumen Millenials dan Gen Z. Penelitian ini bertujuan untuk menganalisa pengaruh dimensi customer engagement terhadap kepuasan pelanggan dan loyalitas pelanggan. Penelitian ini menggunakan jenis penelitian deskriptif dan kuantitatif. Sample pada penelitian ini adalah 178 orang konsumen yang pernah melakukan pembelian produk The Body Shop di Jabodetabek dan mengikuti akun sosial media The Body Shop Indonesia. Penelitian ini menggunakan PLS-SEM sebagai instrumen penelitiannya. Berdasarkan hasil penelitian ini menunjukkan bahwa enthused participation, pro-environmental dan pro community berpengaruh positif terhadap customer satisfaction, dan customer satisfaction berpengaruh positif terhadap customer loyalty. Sementara dua dimensi customer engagement yaitu conscious attention dan social connection tidak memiliki pengaruh positif terhadap customer satisfaction. Hal ini menunjukkan bahwa jika sebuah perusahaan ingin meningkatkan loyalitas pelanggan, maka perusahaan tersebut dapat meningkatkan enthused participation, pro-environmental, dan pro-community yang bisa membuat konsumen puas dan loyal terhadap brand tersebut. / Awareness of environmental issue that is rising in the Indonesian people is driving more green brands that brings up environmentally friendly concept. One of the examples is The Body Shop Indonesia. The Body Shop Indonesia’s sales is shifting towards digital sales especially in Millennials and Gen Z. This research’s purpose is to analyze the effect of customer engagement’s dimension towards customer satisfaction and customer loyalty. This research is using descriptive and quantitative methods. There is 178 samples which is customer that ever transacted in The Body Shop Indonesia in Jabodetabek and follows the social media of The Body Shop Indonesia. Research Instrument that is used is PLS-SEM. The result showed that enthused participation, pro-environmental, and pro-community have positive impact towards customer satisfaction, and customer satisfaction has positive impact towards customer loyalty. Two other dimensions of customer engagement, conscious attention and social connection have no positive impact towards customer satisfaction. It shows that if a brand want to increase the customer loyalty, the brands must be increasing the enthused participation, pro-environmental and pro-community so that customer satisfied and loyal towards the brand.

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