Model Loyalitas Pelanggan E-commerce Shopee pada Erigo

Abstract

Fashion products are one of the favorite products that consumers look for when shopping online. Erigo, as a brand that sells its effects on the online marketplace Shopee has several problems, especially those related to consumer loyalty and satisfaction resulting from a shopping experience that needs to meet expectations. Based on a pre-survey conducted on 30 consumers who had purchased Erigo products, 50% of consumers were declared disloyal, 30% of consumers were stated to be dissatisfied, 47% of consumers were declared to have lost trust, and 43% of consumers were reported not to be committed to Erigo's company. This research aims to see the relationship between satisfaction, trust, and commitment to loyalty based on consumer experience Erigo. This research was conducted from March – June 2022 on respondents who bought Erigo products at the Shopee marketplace using a voluntary sampling technique. The total number of respondents in this study amounted to 347 people. The independent variable in this study is customer experience, while the dependent variable is customer satisfaction, customer trust, customer commitment, and customer loyalty. Primary research data obtained from questionnaires were processed using the SEM-PLS method in the Smart-PLS application. Based on the results of the SEM-PLS bootstrapping, several aspects of customer experience have a significant effect on customer satisfaction, including competence, helpfulness, personalization, and value for time. On the other hand, there are several aspects of the customer experience that do not have a significant effect on Erigo's customer satisfaction in the marketplace, including aspects of accessibility, customer recognition, problem-solving, and promise fulfillment. Based on the research results, several consumer experiences influence customer satisfaction, such as products that are easily accessible and purchased using payment methods that suit preferences, good Erigo product designs, detailed information on the products being sold, along with the terms and conditions of the promos they provide. Erigo also has standardization of the products they sell at Shopee. In terms of product delivery, Erigo is able to provide consumers with products according to their orders. On the other hand, there are still some unfavorable consumer experiences, such as difficulty finding product references and accessing customer service assistance. Based on the research results, customer trust and commitment statistically significantly affect customer loyalty. Meanwhile, customer satisfaction does not affect consumer loyalty. This can be influenced by several factors, for example, low consumer loyalty to e-commerce platforms, fashion products with many competing and substitute products, and the lack of emotional value a brand provides