PENGARUH CUSTOMER EXPERIENCE TERHADAP KEPUTUSAN PEMBELIAN PADA SOCIOLLA DENGAN KEPERCAYAAN SEBAGAI VARIABEL MEDIASI
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Abstract
Perkembangan industri kosmetik di Indonesia mengalami pertumbuhan yang pesat dalam beberapa tahun terakhir. Secara khusus merek kosmetik Indonesia justru meningkat pesat semenjak adanya pandemi. Adanya pengalaman belanja secara fisik menjadi pilihan setelah melalui pandemi yang membatasi ruang untuk pertemuan fisik dan dialihkan menjadi online. Penelitian ini akan fokus pada keputusan pembelian di store Sociolla. Tujuan dari penelitian ini yakni meneliti customer experience yang diduga mampu memengaruhi keputusan pembelian pada Sociolla melalui mediasi oleh kepercayaan. Menggunakan populasi pelanggan Sociolla yang pernah melakukan transaksi di salah satu store. Kemudian melibatkan sebanyak 81 pelanggan yang memenuhi kriteria sebagai sampel penelitian. Analisis data yang digunakan merupakan Structural Equation Modelling (SEM) dengan model Partial Least Square (PLS). Dari model tersebut akan menghasilkan output berupa outer model dan inner model. Dimana pada penelitian ini ditemukan secara umum bahwa variabel kepercayaan mampu memediasi pengaruh dari customer experience terhadap keputusan pembelian pada store (gerai) Sociolla. Secara khusus temuan penelitian ini menyatakan bahwa customer experience secara positif dan signifikan mempengaruhi keputusan pembelian, customer experience juga secara positif dan signifikan mempengaruhi kepercayaan, serta kepercayaan secara positif dan signifikan mempengaruhi keputusan pembelian pada store (gerai) Sociolla.
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
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