PENGARUH NILAI LOGISTIK, KUALITAS LAYANAN LOGISTIK, DAN KEPERCAYAAN PELANGGAN TERHADAP KEPUASAN DAN RETENSI PELANGGAN GENERASI-Z
DOI:
https://doi.org/10.22437/jmk.v14i03.48767Abstract
Penelitian ini bertujuan menganalisis pengaruh nilai logistik, kualitas layanan logistik, dan kepercayaan pelanggan terhadap kepuasan serta retensi pelanggan Generasi Z dalam konteks logistik e-commerce di Indonesia. Pendekatan kuantitatif dengan metode Structural Equation Modeling (SEM) digunakan berdasarkan data dari 450 responden Generasi Z pengguna aktif layanan logistik. Hasil penelitian menunjukkan bahwa kepercayaan pelanggan, nilai logistik, dan kondisi pemesanan berpengaruh signifikan terhadap kepuasan pelanggan, sedangkan akurasi pemesanan, penanganan ketidaksesuaian pesanan, kualitas kontak personal, kualitas informasi, harga, dan ketepatan waktu tidak berpengaruh signifikan. Kepuasan pelanggan terbukti berperan penting dalam meningkatkan retensi pelanggan. Temuan ini menegaskan bahwa kepercayaan merupakan faktor utama dalam membangun hubungan jangka panjang. Penelitian ini memberikan kontribusi teoretis terhadap literatur perilaku konsumen dan manajemen logistik serta implikasi praktis bagi penyedia layanan logistik untuk meningkatkan kualitas operasional, membangun kepercayaan, dan mendorong loyalitas pelanggan.
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