PENGARUH COMMUNAL ACTIVATION, CO-CREATION DAN CURRENCY TERHADAP REVISIT DENGAN MEDIASI COSTOMER JOURNEY DAN MODERASI CONVERSATION

  • Mahda Widi Handayani Universitas Pelita Bangsa, Indonesia
  • Surya Bintarti Universitas Pelita Bangsa, Indonesia
  • Agustini Tanjung Universitas Pelita Bangsa, Indonesia
  • Joni Heruwanto Universitas IPWIJA, Indonesia

Abstract

Pandemi COVID-19 pada awal tahun 2020 telah mengubah perilaku konsumen di Indonesia, mendorong pertumbuhan pesat bisnis e-commerce. Bukalapak, didirikan pada tahun 2010, telah berkembang menjadi platform all-commerce. Namun, data menunjukkan tingkat kunjungan ulang konsumen masih rendah, sehingga perlu upaya untuk meningkatkan minat kunjungan kembali. Consumer journey terbukti dipengaruhi oleh Communal activation (lokasi), Co-creation (produk), dan Currency (harga) secara simultan. Ada juga penelitian yang menyatakan bahwa kualitas pengalaman konsumen tidak berpengaruh terhadap revisit.
Penelitian ini menguji 101 responden dan menggunakan program SmartPLS 0.3 dan SmartPLS 0.4 untuk analisis data. Hasilnya menunjukkan bahwa peran Communal Activation, Co-creation, dan Currency dapat menciptakan pengalaman konsumen yang positif. Namun, consumer journey belum mampu membantu communal activation dan co-creation meningkatkan presentase revisit, tetapi mampu meningkatkan revisit melalui currency. Selain itu, peran conversation juga mampu mendorong revisit.

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Published
2024-07-08
How to Cite
Handayani, M., Bintarti, S., Tanjung, A., & Heruwanto, J. (2024). PENGARUH COMMUNAL ACTIVATION, CO-CREATION DAN CURRENCY TERHADAP REVISIT DENGAN MEDIASI COSTOMER JOURNEY DAN MODERASI CONVERSATION. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(2), 1647-1661. https://doi.org/10.31955/mea.v8i2.4211
Section
Articles