Pengaruh Customer Experience terhadap Customer Satisfaction pada Pengguna Tokopedia (Studi Kasus pada Pengguna Tokopedia)
DOI:
https://doi.org/10.32493/Inovasi.v12i1.p114-129.47445Keywords:
Pengalaman Konsumen; Kepuasan Konsumen; Pengguna TokopediaAbstract
Perkembangan E-Commerce yang pesat di era industri 4.0 memberikan berbagai dampak positif bagi pengguna, terutama dalam memenuhi kebutuhan sehari-hari seperti belanja, pembayaran, dan pembelian tiket. Penelitian ini bertujuan untuk menganalisis pengaruh pengalaman pelanggan terhadap kepuasan pengguna E-Commerce Tokopedia melalui tiga tahapan: pre-purchase stage, purchase stage, dan post-purchase stage. Hasil penelitian menunjukkan bahwa pengalaman pelanggan pada setiap tahapan memiliki pengaruh positif dan signifikan terhadap kepuasan pengguna. Pada pre-purchase stage, pengalaman pelanggan yang positif meningkatkan kepuasan pengguna melalui kemudahan penggunaan, keakuratan informasi produk, dan tampilan aplikasi yang menarik. Pada purchase stage, kepuasan pengguna dipengaruhi oleh kemudahan proses checkout, keamanan transaksi, dan variasi metode pembayaran. Sedangkan pada post-purchase stage, faktor seperti kecepatan pemrosesan pesanan, responsivitas layanan pelanggan, dan kemudahan pengembalian produk berperan penting dalam meningkatkan kepuasan pelanggan. Kesimpulan dari penelitian ini menegaskan bahwa pengalaman pelanggan di setiap tahap transaksi berkontribusi secara signifikan terhadap kepuasan pengguna Tokopedia. Oleh karena itu, peningkatan kualitas layanan di setiap tahapan perlu terus dilakukan agar dapat mempertahankan loyalitas pelanggan dan meningkatkan daya saing Tokopedia di industri E-Commerce.
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