Faktor-Faktor yang Berpengaruh Terhadap Customer Retention Pria Produk Kahf di Jabodetabek

Abstract

Di tengah meningkatnya persaingan industri perawatan pria, suatu perusahaan harus membuat strategi pemasaran yang dapat mempertahankan pelanggannya. Kahf merupakan local brand asal Indonesia yang menyediakan produk perawatan pria. Dengan dinobatkan sebagai sunscreen pria nomor satu di Indonesia oleh NielsenIQ, Kahf menunjukkan kompetensinya dengan memberikan kepuasan kepada pelanggan sehingga meningkatkan customer retention. Penelitian ini bertujuan untuk menganalisis pengaruh switching barrier, marketing mix, customer needs, social media marketing dan brand image terhadap customer retention pria produk Kahf di Jabodetabek. Sumber data yang digunakan terdiri dari data primer berupa kuesioner dan data sekunder berupa studi literatur dengan teknik penarikan sampel menggunakan non-probability sampling melalui metode purposive sampling dan quota sampling dengan 360 responden. Metode pengolahan dan analisis data pada penelitian ini adalah analisis deskriptif dan SEM- PLS melalui second order construct type reflective-reflective dengan teknik repeated indicator approach. Hasil penelitian menunjukkan bahwa variabel switching barrier, customer needs, dan brand image berpengaruh positif dan signifikan terhadap customer retention.

Amidst the grew competition in the male cared industry, a company must created a marketing strategy that could kept its customers. Kahf was a local brand originating in Indonesia that provided male care products. By being named the numbered one man's sunscreen in Indonesia by NielsenIQ, Kahf demonstrated his competence by provided customer satisfaction and improving customer retention. The studied aimed to analyze the impact of switching barriers, marketing mix, customer needs, social media marketing, and brand image on customer retention of Kahf products in Jabodetabek. The data source used consisted of primary data in the formed of a questionnaire and secondary data from the studied of literature, with the technique of sampling used non-probability. Sampling through the method of purposive sampling and quota sampling with 360 respondents. The method of data processing and analysis in this study was descriptive analysis and SEM-PLS through the second-order construct typed reflective-reflective with technique repeated indicator approached. The results showed that switching barriers, customer needs, and brand image had a positive and significant impact on customer retention.