Analisis pengaruh digital marketing terhadap repeat purchase dengan customer engagement dan customer experience sebagai variabel intervening pada layanan pesan-antar makanan GoFood di Surabaya

Annabelle Victoria Santoso

Abstract


Kemajuan teknologi, internet, dan smartphone meningkatkan jumlah pengguna layanan digital di Indonesia. Salah satunya adalah layanan pesan-antar makanan secara online. GoFood merupakan salah satu pelopor layanan pesan-antar makanan yang aktif melakukan strategi digital marketing untuk menjangkau gen Z dan milenial yang menjadi target pasarnya. Penelitian ini bertujuan untuk menganalisis pengaruh dari digital marketing terhadap repeat purchase dengan customer engagement dan customer experience sebagai variabel intervening pada layanan GoFood. Penelitian ini dilaksanakan dengan menyebarkan kuesioner kepada 100 responden yang merupakan pelanggan GoFood di wilayah Surabaya. Teknik analisa yang digunakan adalah teknik kuantitatif dengan metode path analysis.

Keywords


digital marketing; customer engagement; customer experience; repeat purchase

Full Text:

PDF

References


Alshurideh, Nicholson, & Xiao. (2012). The effect of previous experience on mobile subscribers’ repeat purchase behaviour. European Journal of Social Sciences, 30(3), 366–376.

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.

Ashforth, B. E., & Mael, F. (1989). Social identity theory and the organization. Academy of Management Review, 14, 20-39.

Bagozzi, R. P., & Dholakia, U. M. (2006). Antecedents and purchase consequences of customer participation in small group brand communities. International Journal of Research in Marketing, 23, 45-61.

Bala, M., & Verma, D. (2018). A critical review of digital marketing. International Journal of Management, IT & Engineering, 8(10), 321-339.

Bilgihan, A., Kandampully, J., & Zhang, T. (Christina). (2016). Towards a unified customer experience in online shopping environments. International Journal of Quality and Service Sciences, 8(1), 102–119. doi:10.1108/ijqss-07-2015-0054

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

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

Chiu, C. M., Wang, E. T. G., Fang, Y. H., & Huang, H. Y. (2014). Understanding customers’ repeat purchase intentions in B2C e-commerce: The roles of utilitarian value, hedonic value and perceived risk. Information Systems Journal, 24(1). https://doi.org/10.1111/j.1365-2575.2012.00407.x

Chylinski, M., Heller, J., Hilken, T., Keeling, D. I., Mahr, D., & de Ruyter, K. (2020). Augmented reality marketing: A technology-enabled approach to situated customer experience. Australasian Marketing Journal, 28(4), 374–384. https://doi.org/10.1016/j.ausmj.2020.04.004

Davis, F.D. (1989) Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13, 319–340.

Garson, G. D. (2016). Partial least squares: Regression and structural equation models. Asheboro, NC: Statistical Associates Publishers.

Gupta, S., & Kim, H. W. (2007). The moderating effect of transaction experience on the decision calculus in on-line repurchase. International Journal of Electronic Commerce, 12(1), 127–158. https://doi.org/10.2753/JEC1086-4415120105

Gustafsson, A., Johnson, M.D. and Roos, I. (2005). The effects of customer satisfaction, relationship commitment dimensions, and triggers on customer retention. Journal of Marketing, Vol. 69, October, pp. 210-8.

Hair Jr, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM). Sage publications.

Hakanen, J. J., Schaufeli, W. B., & Ahola, K. (2008). The job demands-resources model: A three-year cross-lagged study of burnout, depression, commitment, and work engagement. Work & Stress, 22, 224-241.

Hughes, C., Swaminathan, V., & Brooks, G. (2019). Driving Brand Engagement Through Online Social Influencers: An Empirical Investigation of Sponsored Blogging Campaigns. Journal of Marketing, 83(5), 78–96. https://doi.org/10.1177/0022242919854374

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

Liu, X., Shin, H., & Burns, A. C. (2021). Examining the impact of luxury brand’s social media marketing on customer engagement: Using big data analytics and natural language processing. Journal of Business Research, 125(April), 815–826. https://doi.org/10.1016/j.jbusres.2019.04.042

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

McGuire, W. (1974) Psychological motives and communication gratification. In: The Uses of Mass Communications: Current Perspectives on Gratification Research, Blumler, J.F. & Katz, J. (eds), pp. 167–196. Sage, Beverly Hills, CA, USA.

Muniz, A. M., & O’Guinn, T. C. (2001). Brand community. Journal of Consumer Research, 27, 412-432.

Oliver, R.I., Rust, R.T. and Varki, S. (1997). Customer delight: foundations, findings, and managerial insight. Journal of Retailing, Vol. 73 No. 3, pp. 311-36.

Parsons, A. J., Zeisser, M., & Waitman, R. (1996). Organizing for digital marketing. The McKinsey Quarterly, (4), 185.

Patterson, P., Yu, T., & de Ruyter, K. (2006, December 4-6). Understanding customer engagement in services. Paper presented at the ANZMAC 2006: Advancing theory, maintaining relevance, Brisbane, Queensland.

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

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

Pütter, M. (2017). The impact of social media on consumer buying intention. Marketing, 3(1), 7-13.

Rose, S., Hair, N. and Clark, M. (2012), “Online customer experience in e-retailing: an empirical model of antecedents and outcomes”, Journal of Retailing, Vol. 88 No. 2, pp. 308-322.

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

Sawhney, M., Verona, G. and Prandelli, E. (2005). Collaborating to create: the internet as a platform for customer engagement in product innovation. Journal of Interactive Marketing, Vol. 19 No. 4, pp. 1-14.

Schaufeli, W. B., Salanova, M., González-Romá, V., & Bakker, A. B. (2002). The measurement of engagement and burnout: A two sample confirmatory factor analytic approach. Journal of Happiness Studies, 3(1), 71-92.

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

Singh, R. (2019). Why do online grocery shoppers switch or stay? An exploratory analysis of consumers’ response to online grocery shopping experience. International Journal of Retail & Distribution Management, 47(12), 1300–1317. doi:10.1108/ijrdm-10-2018-0224

So, K. K. F., King, C., & Sparks, B. (2014). Customer Engagement With Tourism Brands: Scale Development and Validation. Journal of Hospitality and Tourism Research, 38(3), 304–329. https://doi.org/10.1177/1096348012451456

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

Trevinal, A.M. and Stenger, T. (2014), “Toward a conceptualization of the online shopping experience”, Journal of Retailing and Consumer Services, Vol. 21 No. 3, pp. 314-326.

Trusov, M., Bucklin, R. E., & Pauwels, K. (2009). Effects of word-of-mouth versus traditional marketing: findings from an internet social networking site. Journal of marketing, 73(5), 90-102.

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

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.