Analisa Faktor Pada Customer experience yang Memengaruhi Retensi Pembelian Pada Ritel Multichannel (Studi Kasus: Ternakmart)

Ahmad, Sarah Adilah (2021) Analisa Faktor Pada Customer experience yang Memengaruhi Retensi Pembelian Pada Ritel Multichannel (Studi Kasus: Ternakmart). Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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09111740000053_Sarah Adilah Ahmad_Buku Skripsi.pdf - Accepted Version
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[img] Text
09111740000053_Sarah Adilah Ahmad_Buku Skripsi.pdf - Accepted Version
Restricted to Repository staff only until 1 October 2023.

Download (7MB) | Request a copy

Abstract

Customer experience memainkan kunci penting dalam membangun hubungan pelanggan yang dapat meningkatkan kepuasan dan retensi pembelian. Ternakmart merupakan salah satu perusahaan yang bergerak di sektor bisnis ritel produk bahan pangan yang mengadopsi sistem multichannel pada proses bisnisnya, melalui Mitra Kader Pangan (reseller) dan penjualan langsung kepada end customer, dengan salah satu misinya menciptakan pengalaman berbelanja yang lebih mudah, cepat dan menyenangkan melalui inovasi teknologi. Penelitian ini ditujukan untuk mencapai misi perusahaan dengan menganalisa faktor yang dapat meningkatkan retensi dengan memahami customer experience dan persona pelanggan. Tools yang digunakan dalam penelitian ini adalah Customer journey map dan analisis persona untuk menemukan faktor yang dapat memengaruhi retensi, dan dilanjutkan dengan analisa pengaruh faktor tersebut terhadap retensi dengan menggunakan analisis regresi logistik biner. Hasilnya, pada end customer, terdapat faktor pelayanan, customer service, produk dan pembayaran yang berpengaruh terhadap retensi, dan terhadap Mitra Kader Pangan, faktor pelayanan, pembayaran, benefit dan produk memiliki pengaruh, sedangkan aplikasi dan customer service tidak berpengaruh. ======================================================================================================= Customer experience plays a key role in building customer relationships that can increase purchase satisfaction and retention. Ternakmart is a multichannel retail business that sells groceries within Mitra Kader Pangan (reseller) and direct sales to end customers with one of its missions to create an easier, faster, and more enjoyable shopping experience through technological innovation. This study aims to achieve the corporate mission by analyzing the factors that can increase retention by understanding customer experience and customer personas. The tools used in this research are the Customer journey map and persona analysis to find factors that can affect retention, and continue it with an analysis of the influence of retention using binary logistic regression analysis. As a result, at the end customer, there are service, customer service, product, and payment factors that affect retention but do not have significant influence, and for Mitra Kader Pangan, service, payment, benefit, and product factors have an effect, while applications and customer service do not take effect on retention

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Customer experience, Multichannel Ritel, Retention, Customer journey, Binary Logistic Regression
Subjects: H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing
H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences
H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction
H Social Sciences > HF Commerce > HF5415.5 Customer services. Customer relations
H Social Sciences > HF Commerce > HF5549.5.P7 Promotions.
Divisions: Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User: Sarah Adilah Ahmad
Date Deposited: 01 Sep 2021 13:39
Last Modified: 01 Sep 2021 13:39
URI: https://repository.its.ac.id/id/eprint/91651

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