Analisis Faktor-Faktor yang Mempengaruhi Keputusan Pembelian dan Loyalitas Pelanggan pada Produk Layanan Internet
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing, customer engagement, dan product quality terhadap purchase decision dan customer loyalty pada pengguna layanan internet IndiHome di DKI Jakarta. Metode yang digunakan dalam studi ini adalah pendekatan kuantitatif dengan survei yang melibatkan 200 responden dan analisis data menggunakan Structural Equation Modeling (SEM). Temuan penelitian mengindikasikan bahwa pemasaran media sosial dan keterlibatan pelanggan memiliki efek positif dan signifikan terhadap keputusan pembelian serta loyalitas pelanggan. Selain itu, keputusan pembelian juga terbukti berpengaruh signifikan terhadap loyalitas pelanggan. Namun, kualitas produk hanya berpengaruh pada keputusan pembelian, tetapi tidak berpengaruh signifikan terhadap loyalitas pelanggan. Hasil ini memberikan kontribusi teoritis dengan memperkuat teori Expectation Confirmation Theory (ECT) dan Theory of Planned Behavior (TPB), serta menyoroti pentingnya strategi digital dalam membangun hubungan jangka panjang dengan pelanggan. Aspek praktis dari penelitian ini menunjukkan bahwa perusahaan harus lebih mengutamakan keterlibatan digital dan komunikasi dua arah melalui media sosial untuk meningkatkan loyalitas pelanggan.
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