Pengaruh Customer Experience terhadap Loyalitas Pelanggan melalui Customer Trust di Era Omnichannel Retail
DOI:
https://doi.org/10.61231/vxcgbw49Keywords:
Customer Experience, Customer Trust, Customer Loyalty, Omnichannel RetailAbstract
This study aims to analyze the effect of customer experience on customer loyalty, both directly and through customer trust as an intervening variable, among Indomaret and Alfamart customers. A quantitative survey was conducted with 200 respondents in Jakarta selected through purposive sampling, and the data were analyzed using Partial Least Squares Structural Equation Modeling (SEM-PLS). The results show that customer experience has a positive and significant effect on customer trust (path coefficient 0.811; p 0.000), but its direct effect on customer loyalty is not significant (0.014; p 0.801). Customer trust has a positive and significant effect on customer loyalty (0.861; p 0.000) and fully mediates the effect of customer experience on customer loyalty (indirect effect 0.699; p 0.000; VAF 98.0%). In conclusion, customer loyalty in omnichannel retail is formed through customer trust rather than directly from cross-channel experience. Retailers should therefore prioritize service consistency and transaction security to strengthen trust, so that investment in customer experience effectively enhances loyalty.
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