Pengaruh Strategi Pemasaran, Pelayanan Pelanggan, dan Teknologi Terhadap Kepuasan Pelanggan di Industri Ritel
DOI:
https://doi.org/10.58812/jbmws.v3i03.1552Kata Kunci:
Kepuasan Pelanggan, Industri Ritel, Strategi Pemasaran, Layanan Pelanggan, Adopsi TeknologiAbstrak
Penelitian ini menyelidiki dampak dari strategi pemasaran, layanan pelanggan, dan teknologi terhadap kepuasan pelanggan di industri ritel di Indonesia. Dengan menggunakan desain penelitian kuantitatif, data dikumpulkan dari 190 responden melalui kuesioner terstruktur, dengan variabel-variabel yang diukur menggunakan skala Likert 5 poin. Structural Equation Modeling-Partial Least Squares (SEM-PLS 3) digunakan untuk menganalisis data. Hasil penelitian menunjukkan bahwa ketiga faktor - strategi pemasaran, layanan pelanggan, dan teknologi - memiliki pengaruh positif dan signifikan terhadap kepuasan pelanggan, dengan teknologi memiliki pengaruh terkuat. Temuan ini menggarisbawahi pentingnya pendekatan holistik yang mengintegrasikan faktor-faktor kunci ini untuk meningkatkan kepuasan pelanggan di sektor ritel Indonesia. Studi ini memberikan wawasan yang berharga bagi para manajer dan praktisi ritel yang bertujuan untuk meningkatkan pengalaman pelanggan dan mencapai keunggulan kompetitif melalui fokus strategis pada pemasaran, layanan, dan teknologi.
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Hak Cipta (c) 2024 Agung Zulfikri, Dhety Chusumastuti, Nasaruddin, Andi Wahyuni Syam
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