PENGARUH DIGITAL MARKETING TERHADAP REPEAT PURCHASE DENGAN CUSTOMER ENGAGEMENT DAN CUSTOMER EXPERIENCE SEBAGAI VARIABEL INTERVENING PADA PERUSAHAAN MARKETPLACE TOKOPEDIA DI JAWA TIMUR

Daniel James Robby Susanto(1*),


(1) 
(*) Corresponding Author

Abstract


Penelitian ini mengamati pengaruh yang tercipta dari pelaksanaan kegiatan  digital marketing di sebuah Marketplace, Tokopedia. Dalam pelaksanaan  digital marketing sebagai media utamanya untuk berpromosi, maka digital marketing yang dibangun oleh suatu perusahaan haruslah mampu meningkatkan customer engagement dan customer experience suatu perusahaan. Engagement dan experience yang terbentuk, diduga berpengaruh terhadap terjadinya kegiatan pembelian  berulang. Pembelian berulang merupakan salah satu faktor krusial yang  menentukan keberlangsungan suatu perusahaan atau merek. Hasil penelitian ini menunjukan digital marketing memiliki pengaruh  positif terhadap customer engagement dan customer experience. Demikian halnya  dengan customer engagement dan customer experience berpengaruh positif dalam  terjadinya kegiatan pembelian berulang oleh konsumen.

Keywords


Digital, Marketing, Customer, Experience, Engagement, Repeat Purchase.

References


Abdillah, W., & Hartono, J. (2015). Partial Least Square (PLS) - Alternatif Structural Equation Modeling (SEM) dalam Penelitian Bisnis (Cetakan 1). Yogyakarta: Penerbit Andy.

Ahmad,D.G. (2011). Analisis hubungan Customer Experience terhadap loyalitas pelanggan pada Café Gossip, Insearch, Universitas Informatika dan Bisnis Indonesia, ISSN 2085-7993, pp.1-17.

Anderson, E.W., Fornell, C. and Lehmann, D.R. (1994). Customer satisfaction, market share, and profitability: findings from Sweden. Journal of Marketing, Vol. 58, July, pp. 53-66.

Bernof, J. (2009). New research: B2B buyers have very high social participato=ion. Retireved from

https://forrester.typepad.com/groundswell/2009/02/new-research-b2.html.

Bowden, J. (2009). The process of customer engagement: A conceptual framework. Journal of

marketing Theory and Practice, 17(1), 63–74. https://doi.org/10.2753/MTP1069-6679170105

Braojos, J., Benitez, J., & Llorens, J. (2019). How do social commerce-IT

capabilities influence firm performance? Theory and empirical evidence. Information & Management, 56(2), 155-171.

Brodie, R. J., Hollebeek, L. D., Juric, B., & Ilic, A. (2011). Customer engagement: Conceptual domain,

fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252–271.

Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand

community: An exploratory analysis. Journal of business research, 66(1), 105-114.

Calder, B. J., Isaac, M. S., & Malthouse, E. C. (2013). Taking the Customer's Point

of-View: Engagement or Satisfaction?.

Calder, B. J., Malthouse, E. C., & Schaedel, U. (2009). An experimental study of the relationship

between online engagement and advertising effectiveness. Journal of interactive marketing, 23(4), 321-331

Carranza, Anthony (2017), “The Importance of Content Marketing in 2017 and

Beyond,” at: : https://www.business2community.com/content-marketing/ importance-content-marketing-2017-beyond-01861200, Accessed date: 7 October 2017.

Chaffey, D. (2007). Customer engagement interview with Richard Sedley of cScape.

www.smartinsights.com/blog/customer-engagement/customer-engagement-interviewwith-richard-sedley-of-cscape/

Chaffey, D., & Smith, P. R. (2017). Digital marketing excellence: planning, optimizing and integrating online marketing. Taylor & Francis.

Digital Marketing Community (2019). Content Marketing is The Most Effective Tactic Used by

Marketers in Their Digital Marketing Strategies at a Rate of 58%, 2019, Ascend2. Retrieved February 28, 2020, from https://www.digitalmarketingcommunity.com/indicators/digital- marketing-strategies-tactics-2019/

Farook, F.S., Abeysekara,N. (2016). Influence of Social Media Marketing on Customer

Engagement. International journal of business and Management Invention, 5(12).

Flavián, C., Guinalíu, M., & Gurrea, R. (2006). The role played by perceived usability, satisfaction

and consumer trust on website loyalty. Information & management, 43(1), 1-14.

Griffin, J. (2005). Customer Loyalty, Edisi Revisi. Jakarta: Erlangga.

Gentile, C ., Spiller, N.,& Noci,G. (2007). How to sustain the customer experience :: An overview

of experience components that co-create value with the customer. European management journa, 25(5), 395-410.

Harmeling, C. M., Moffett, J. W., Arnold, M. J., & Carlson, B. D. (2017). Toward a theory of customer engagement marketing. Journal of the Academy of marketing science, 45(3), 312-335.

Hollebeek, L. D. (2013). The customer engagement/value interface: An exploratory investigation. Australasian Marketing Journal (AMJ), 21(1), 17-24.

Holliman, G., & Rowley, J. (2014). Business to business digital content marketing: marketers’ perceptions of best practice. Journal of research in interactive marketing.

Hollebeek, L. D., & Macky, K. (2019). Digital content marketing's role in fostering consumer engagement, trust, and value: framework, fundamental propositions, and implications. Journal of Interactive Marketing, 45, 27 41.

Higgins, E. T., & Scholer, A. A. (2009). Engaging the consumer: The science and art of the value creation process. Journal of Consumer Psychology, 19(2), 100-114.

Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149–165.

Hollebeek, L. D. (2011). Exploring customer brand engagement: Definition and themes. Journal of Strategic Marketing, 19(7), 555–573.

Hollebeek, L. D. (2011). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of marketing management, 27(7-8), 785-807.

Hallowell, R. (1996). The relationships of customer satisfaction, customer loyalty, and profitability: an empirical study. International journal of service industry management.

Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of interactive marketing, 28(2), 149-165.

Hsu, Y.L (2012). Facebook as International e-marketing strategy of Taiwan Hotels. International journal of hospitality management, 31(3)

Jaakkola, E., & Alexander, M. (2014). The role of customer engagement behavior in value co-creation: A service system perspective. Journal of Service Research, 17(3), 247–261.

Kleinl, B., Burrow, J.L. (2005). E-commerce Marketing. Lakewood, Ohio : Top Floor.

Kotler, P ., and Armstrong, G. (2008). Prinsip-prinsip Pemasaran (12th ed). Jakarta : Erlangga

Kim, E. Y., & Kim, Y. K. (2004). Predicting online purchase intentions for clothing products. European Journal of Marketing, 38(7), 883–897. doi:10.1108/03090560410539302

Keating, B., Rugimbana, R., & Quazi, A. (2003). Differentiating between service quality and relationship quality in cyberspace. Managing Service Quality: An International Journal.

Malhotra, N. K. (2004). Marketing research : an applied orientation (4th Edition). New Jersey: Upper Saddle River.

Malhotra, N. K., Nunan, D., & Birks, D. F. (2017). Marketing research: An applied approach. Pearson Education Limited.

Marketeers Editor. (2011, August 25). Future of marketing – customer engagement era 2. https://marketeers.com/future-of-marketing-customer-engagement-era-2/

Marketeers Editor. (2011, August 25). Future of marketing – customer engagement era 2. https://marketeers.com/future-of-marketing-customer-engagement-era-2/

Meyer, C., & Schwager, A. (2007). Understanding customer experience. Harvard business review, 85(2).

Molinillo, S., Anaya-Sánchez, R., & Liébana-Cabanillas, F. (2019). Analyzing the effect of social

support and community factors on customer engagement and its impact on loyalty behaviors toward social commerce websites. Computers in Human Behavior, 105980.

Oliver, R. L. (1999). Whence consumer loyalty?. Journal of marketing, 63(4_suppl1), 33-44.

Parasuraman, A., & Grewal, D. (2000). The impact of technology on the quality value-loyalty chain:

a research agenda. Journal of the academy of marketing science, 28(1), 168-174.

Paul, M., Hennig-Thurau, T., Gremler, D. D., Gwinner, K. P., & Wiertz, C. (2009). Toward a theory of repeat purchase drivers for consumer services. Journal of the Academy of Marketing Science, 37(2), 215–237. https://doi.org/10.1007/s11747-008-0118-9

Payne,A.., & Frow,P. (2007). A strategic framework for costumer relationship management, Journal of Marketing,69, 167-176.

Peter, J. Paul, & Jerry C. Olson. 2002. Consumer behavior and marketing strategy. Sixth edition. McGraw-Hill Irwin.

Pavlou, P. A., & Gefen, D. (2004). Building Effective Online Marketplaces with Institution-Based Trust. Information Systems Research, 15(1), 37-59.

Reinartz, W., Thomas, J. S., & Kumar, V. (2005). Balancing acquisition and retention resources to maximize customer profitability. Journal of marketing, 69(1), 63-79.

Rust, R. T., Lemon, K. N., & Zeithaml, V. A. (2004). Return on marketing: Using customer equity to focus marketing strategy. Journal of marketing, 68(1), 109-127.

Sathya, P. (2015). A Study on Digital Marketing and its impact. International Journal of Science and Research, 6(2). Retrieved from https://www.ijsr.net/archive/v6i2/ART2017664.pdf

Sashi, C.M. (2012). Customer engagement, buyer‐seller relationships, and social media. Management Decision, Vol. 50 No. 2, pp. 253-272. https://doi.org/10.1108/00251741211203551

Schwager, A., & Meyer, C. (2018, October 04). Understanding customer experience. https://hbr.org/2007/02/understanding-customer-experience

Schmitt,B.H. (2010). Customer experience management: a revolutionary approach to connecting with your customers. John Wiley & Sons.

Schmitt,B.H. (1999). Experiental Marketing. New York : Free Press.

Shen, X. L., Li, Y. J., Sun, Y., Chen, Z., & Wang, F. (2019). Understanding the role of technology attractiveness in promoting social commerce engagement: Moderating effect of personal interest. Information & Management, 56(2), 294-305.

Suryani, T. (2008). Perilaku konsumen: implikasi pada strategi pemasaran. Yogyakarta: Graha Ilmu, 118.

Sugiyono. (2007). Statistika untuk penelitian (Cetakan 10). Bandung: Alfabeta.

Sugiyono. (2008). Metode penelitian kuantitatif dan R & D. Bandung: Alfabeta.

Srinivasan, S. S., Anderson, R., & Ponnavolu, K. (2002). Customer Loyalty in E-Commerce: An Exploration of Its Antecedents and Consequences. Journal of Retailing, 78(1), 41-50.

Thakur, R. (2016). Understanding Customer Engagement and Loyalty: A Case of Mobile Devices for Shopping. Journal of Retailing and Consumer Services, 32, 151–163. https://doi.org/10.1016/j.jretconser.2016.06.004

Van Doorn, J., Lemon, K.E., Mittal, V., Nab, S., Pick, D., Pirner, P., Verhoef, P.C., (2010).

Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research. 13 (3), 253–266.

Verhoef, P. C., Reinartz, W. J., & Krafft, M. (2010). Customer engagement as a new

perspective in customer management. Journal of service research, 13(3), 247-252.

Vivek, S. D. (2009). A scale of consumer engagement (Unpublished doctoral dissertation). University of Alabama, Tuscaloosa.

Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer Engagement: Exploring Customer Relationships Beyond Purchase. Journal of Marketing Theory and Practice, 20(2), 122–146. doi:10.2753/mtp1069-6679200201

We Are Social & Hootsuite. (2021). Digital in 2021: Global overview. https://wearesocial.com/digital-2021

Wongkitrungrueng, A., & Assarut, N. (2018). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research.

Yahya, Arwinda Pritami. 2016, April 12. Apa itu Social Media Marketing. Kompasiana.com.

Zollo, L., Filieri, R., Rialti, R., & Yoon, S. (2020). Unpacking the relationship between social media

marketing and brand equity: The mediating role of consumers’ benefits and experience. Journal of Business Research, 117(February 2019), 256–267. https://doi.org/10.1016/j.jbusres.2020.05.001


Refbacks

  • There are currently no refbacks.