Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menganalisis pengaruh channel service configuration dan interaction consistency terhadap customer loyalty dengan customer engagement sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan melalui penyebaran kuesioner kepada pengguna layanan Alfamart di Indonesia yang bertransaksi secara offline maupun online. Jumlah sampel dalam penelitian ini sebanyak 283 responden yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan menggunakan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa channel service configuration tidak berpengaruh signifikan terhadap customer loyalty, tetapi berpengaruh positif dan signifikan terhadap customer engagement. Sementara itu, interaction consistency berpengaruh positif dan signifikan terhadap customer engagement dan customer loyalty. Selain itu, Hasil penelitian menunjukkan bahwa customer engagement terbukti berpengaruh positif dan signifikan terhadap customer loyalty. Selain itu, customer engagement mampu memediasi penuh pengaruh channel service configuration serta memediasi secara parsial pengaruh interaction consistency terhadap customer loyalty. Temuan ini mengindikasikan bahwa perusahaan perlu menjaga konsistensi interaksi pelanggan di berbagai saluran layanan serta mengoptimalkan konfigurasi layanan untuk meningkatkan keterlibatan pelanggan yang pada akhirnya dapat memperkuat loyalitas pelanggan.

This study aims to analyze the effect of channel service configuration and interaction consistency on customer loyalty with customer engagement as a mediating variable. This study is motivated by the importance of managing a consistent customer experience across various service channels to enhance customer engagement and loyalty. This study employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to Alfamart customers in Indonesia who conducted transactions through both offline and online channels. A total of 283 respondents were selected using a purposive sampling technique. Data analysis was conducted using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method. The results indicate that channel service configuration has no significant effect on customer loyalty, but has a positive and significant effect on customer engagement. Meanwhile, interaction consistency has a positive and significant effect on both customer engagement and customer loyalty. In addition, customer engagement has a positive and significant effect on customer loyalty. Furthermore, customer engagement fully mediates the impact of channel service configuration and partially mediates the impact of interaction consistency on customer loyalty. These findings suggest that companies need to maintain consistent customer interactions across service channels and optimize service channel configurations to enhance customer engagement, which in turn can strengthen customer loyalty.