Pengaruh Pemasaran Omnichannel Berbasis Pengalaman Konsumen Dan Ulasan Online Melalui Persepsi Teman Sebaya Sebagai Variabel Moderasi Dalam Meningkatkan Retensi Pelanggan Pada Industri Kreatif Di Kota Bengkulu

Masnita Sinaga; M. Noor Army; Veny Puspita

doi:10.69693/ijmst.v4i2.9691

Authors

Masnita Sinaga Universitas Prof. Dr. Hazairin, SH, Bengkulu
M. Noor Army Universitas Prof. Dr. Hazairin, SH, Bengkulu
Veny Puspita Universitas Prof. Dr. Hazairin, SH, Bengkulu,

DOI:

https://doi.org/10.69693/ijmst.v4i2.9691

Keywords:

Pemasaran Omnichannel, Pengalaman Konsumen, Ulasan Online, Persepsi Teman Sebaya, Retensi Pelanggan

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh pemasaran omnichannel, pengalaman konsumen, dan ulasan online terhadap retensi pelanggan dengan persepsi teman sebaya sebagai variabel moderasi pada Fore Coffee Kota Bengkulu. Perkembangan teknologi digital dan perubahan perilaku konsumen mendorong pelaku usaha untuk menerapkan strategi pemasaran terintegrasi guna menciptakan pengalaman pelanggan yang konsisten dan meningkatkan loyalitas. Dalam konteks industri kreatif, retensi pelanggan menjadi faktor penting dalam menjaga keberlanjutan usaha di tengah persaingan yang semakin ketat. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei cross-sectional. Populasi adalah seluruh konsumen Fore Coffee di Kota Bengkulu yang pernah melakukan pembelian secara online maupun offline. Teknik purposive sampling menghasilkan 125 responden berdasarkan pedoman Hair et al. (2017). Data dikumpulkan melalui kuesioner berskala Likert lima poin dan dianalisis menggunakan Partial Least Square Structural Equation Modeling (PLS-SEM) berbasis SmartPLS 4. Hasil penelitian menunjukkan bahwa pemasaran omnichannel (β = 0,180; t = 2,250; p = 0,024), ulasan online (β = 0,211; t = 2,309; p = 0,021), dan persepsi teman sebaya (β = 0,379; t = 3,655; p = 0,000) berpengaruh positif dan signifikan terhadap retensi pelanggan. Sementara itu, pengalaman konsumen (β = 0,175; t = 1,787; p = 0,074) tidak berpengaruh langsung secara signifikan. Persepsi teman sebaya tidak terbukti memoderasi hubungan antara variabel prediktor dan retensi pelanggan (seluruh p > 0,05). Model memiliki daya prediksi sangat kuat dengan R² = 0,954, yang berarti 95,4% variasi retensi pelanggan dijelaskan oleh model. Temuan ini menegaskan bahwa persepsi teman sebaya dan ulasan online merupakan pendorong retensi pelanggan yang paling dominan, sementara pemasaran omnichannel turut berkontribusi secara signifikan.

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