Strategi Personalisasi Layanan E-Commerce: Transformasi Pemasaran Digital dalam Mengakselerasi Kepuasan dan Loyalitas Pelanggan
DOI:
https://doi.org/10.31004/riggs.v5i2.9862Keywords:
Personalisasi Layanan, E-Commerce, Marketing Mix, Marketing 5.0, Perceived Value, Kepuasan Pelanggan, Loyalitas PelangganAbstract
Perkembangan teknologi digital telah mengubah paradigma pemasaran dari pendekatan mass marketing menuju personalized marketing yang berfokus pada pengalaman pelanggan. Dalam industri e-commerce yang semakin kompetitif, kemampuan perusahaan untuk memahami kebutuhan dan preferensi pelanggan secara individual menjadi faktor penting dalam menciptakan keunggulan kompetitif yang berkelanjutan. Penelitian ini bertujuan untuk menganalisis transformasi strategi pemasaran digital melalui implementasi personalisasi layanan pada platform e-commerce serta menjelaskan mekanisme pembentukan loyalitas pelanggan melalui perceived value dan kepuasan pelanggan. Penelitian menggunakan metode Systematic Literature Review (SLR) dengan menelaah berbagai literatur ilmiah, laporan industri, dan hasil penelitian terdahulu yang relevan dengan topik personalisasi layanan, kepuasan pelanggan, dan loyalitas pelanggan dalam konteks e-commerce. Hasil kajian menunjukkan bahwa personalisasi layanan merupakan bentuk evolusi konsep bauran pemasaran (marketing mix) dalam era Marketing 5.0 yang didukung oleh teknologi Artificial Intelligence (AI), Big Data Analytics, dan Customer Relationship Management (CRM). Strategi personalisasi yang diwujudkan melalui rekomendasi produk yang relevan, penawaran berbasis momen khusus, serta kustomisasi tampilan digital terbukti mampu meningkatkan perceived value pelanggan. Peningkatan perceived value tersebut selanjutnya mendorong terciptanya kepuasan pelanggan yang pada akhirnya membentuk loyalitas pelanggan dalam bentuk pembelian ulang, retensi pelanggan, dan rekomendasi positif. Penelitian ini memperkuat pandangan bahwa personalisasi layanan bukan lagi sekadar strategi diferensiasi, melainkan telah menjadi kebutuhan utama dalam membangun hubungan jangka panjang antara perusahaan dan pelanggan pada era ekonomi digital.
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Copyright (c) 2026 Valetha Moliza, Ongki Frikel Wuri, Fradil Fradil, Ali El Farabi
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