MODEL PENINGKATAN CUSTOMER LOYALTY DAN REVISIT INTENTION MELALUI CUSTOMER EXPERIENCE, PERCEIVED CONVENIENCE, DAN PERCEIVED VALUE PADA KONSUMEN WARUNG MADURA
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Abstract
Penelitian ini bertujuan menganalisis pengaruh customer experience, perceived convenience, dan perceived value terhadap customer loyalty dan revisit intention pada konsumen Warung Madura, sebuah format ritel tradisional berbasis komunitas di Indonesia, serta pengaruh customer loyalty terhadap revisit intention. Penelitian menggunakan pendekatan kuantitatif dengan pengumpulan data melalui kuesioner kepada 212 responden yang berdomisili di wilayah Jabodetabek dan pernah berbelanja di Warung Madura minimal tiga kali dalam tiga bulan terakhir, kemudian dianalisis menggunakan metode Structural Equation Modeling (SEM) berbantuan AMOS. Model penelitian menguji tujuh hipotesis untuk menjelaskan hubungan langsung antara ketiga variabel independen dan kedua variabel dependen. Hasil pengujian menunjukkan bahwa dari tujuh hipotesis yang diajukan, lima hipotesis diterima dan dua hipotesis ditolak. Temuan penelitian menunjukkan bahwa customer experience dan perceived convenience berpengaruh signifikan terhadap customer loyalty namun tidak berpengaruh langsung terhadap revisit intention, sedangkan perceived value menjadi satu-satunya variabel yang secara konsisten berpengaruh signifikan terhadap customer loyalty maupun revisit intention. Customer loyalty juga terbukti berpengaruh signifikan terhadap revisit intention, yang mengindikasikan bahwa customer loyalty berpotensi menjembatani pengaruh customer experience dan perceived convenience terhadap revisit intention. Penelitian ini memberikan kontribusi bagi pengembangan literatur pemasaran ritel tradisional dan perilaku konsumen, serta implikasi praktis bagi pengelola Warung Madura dan pemangku kebijakan dalam memperkuat strategi retensi pelanggan.
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