Peran Key Opinion Leader dalam Memengaruhi Pengalaman dan Kepercayaan Konsumen Terhadap Loyalitas Peserta Borobudur Marathon
DOI:
https://doi.org/10.37385/ceej.v7i4.10000Keywords:
Pengalaman Konsumen, Kepercayaan Konsumen, Pemimpin Pendapat Utama, Loyalitas Konsumen, Maraton BorobudurAbstract
Tujuan – Penelitian ini bertujuan untuk menganalisis pengaruh pengalaman konsumen dan kepercayaan konsumen terhadap loyalitas peserta Borobudur Marathon serta untuk menguji peran moderasi Key Opinion Leaders (KOLs) dalam hubungan tersebut. Metode – Penelitian ini menggunakan desain kuantitatif dengan pendekatan eksplanatori. Data dikumpulkan melalui kuesioner online yang didistribusikan melalui Google Forms kepada 385 responden berusia 17 hingga 50 tahun di Jakarta dan Tangerang Selatan. Teknik sampling yang digunakan adalah sampling non-probabilitas. Analisis data dilakukan menggunakan Structural Equation Modeling—Partial Least Squares (SEM-PLS) dengan perangkat lunak SmartPLS 4.1.1.4. Hasil – Hasil penelitian mengungkapkan beberapa temuan penting. Pertama, ditemukan hubungan positif dan signifikan antara pengalaman konsumen dan loyalitas di kalangan peserta Borobudur Marathon. Temuan kedua menunjukkan bahwa loyalitas peserta tidak terpengaruh secara signifikan oleh kepercayaan konsumen. Ketiga, Key Opinion Leaders (KOLs) terbukti tidak mampu memoderasi pengaruh pengalaman konsumen terhadap loyalitas. Keempat, Key Opinion Leaders (KOLs) memoderasi dampak kepercayaan konsumen terhadap loyalitas. Originalitas (Novelty) - Studi ini juga memberikan wawasan baru mengenai peran Pemimpin Pendapat Kunci (KOL), terutama dengan menunjukkan bahwa KOL dapat memoderasi hubungan antara kepercayaan dan loyalitas, sehingga mengubah kepercayaan pasif menjadi loyalitas aktif—kontribusi baru dalam studi pemasaran berbasis pengaruh. Implikasi – Dari perspektif praktis, temuan ini memberikan arahan strategis bagi penyelenggara acara seperti Borobudur Marathon, yaitu pentingnya terus meningkatkan kualitas pengalaman peserta, mulai dari pendaftaran, fasilitas, logistik, hingga atmosfer acara, untuk membangun loyalitas.
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