Pengaruh Digital Customer Experience terhadap Kepuasan dan Retensi Pelanggan pada E-Commerce TikTok Shop pada Gen Z di Indonesia

Evan Jaelani

doi:10.37151/jsma.v17i1.225

Evan Jaelani Sekolah Tinggi Ilmu Ekonomi STAN IM

DOI: https://doi.org/10.37151/jsma.v17i1.225

Keywords: Digital Customer Experience, Kepuasan Pelanggan, Retensi Pelanggan, TikTok Shop

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh digital customer experience terhadap kepuasan dan retensi pelanggan pada platform e-commerce TikTok Shop. Target populasi dalam penelitian ini adalah konsumen Gen Z di Indonesia. Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan melalui kuesioner dengan menggunakan google form dengan teknik purposive sampling sebanyak 100 responden dan data dianalisis menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa digital customer experience berpengaruh positif dan signifikan terhadap kepuasan pelanggan, serta kepuasan pelanggan juga berpengaruh positif dan signifikan terhadap retensi pelanggan. Implikasi penelitian ini menekankan pentingnya peningkatan pengalaman pelanggan digital untuk mempertahankan kepuasan dan retensi pelanggan Gen Z di TikTok Shop.

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