Transformasi Engagement Menjadi Loyalitas: Efek Mediasi Kepuasan Pelanggan Terhadap Niat Beli Ulang di OKHOME
DOI:
https://doi.org/10.37385/ceej.v6i5.9149Keywords:
Customer Engagement Behavior, Customer Satisfaction, Repurchase Intention, PLS-SEM, Layanan KebersihanAbstract
Gaya hidup praktis dan meningkatnya kesibukan masyarakat urban mendorong tingginya permintaan terhadap layanan kebersihan berbasis digital. OKHOME hadir sebagai salah satu penyedia layanan kebersihan di Kota Bandung, namun dalam beberapa tahun terakhir mengalami penurunan performa yang tercermin dari turunnya rating layanan dan interaksi digital yang rendah. Kondisi ini menunjukkan perlunya analisis terhadap faktor-faktor yang memengaruhi kepuasan dan niat pembelian ulang pelanggan. Penelitian ini bertujuan untuk menguji pengaruh Customer Engagement Behavior (CEB) terhadap Repurchase Intention (RI) dengan Customer Satisfaction (CS) sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif dengan desain kausalitas. Data dikumpulkan melalui kuesioner online kepada 253 responden yang pernah menggunakan layanan OKHOME di Kota Bandung minimal satu kali dalam enam bulan terakhir. Analisis data dilakukan dengan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM) menggunakan SmartPLS 4. Uji validitas dan reliabilitas memastikan bahwa seluruh indikator memenuhi kriteria pengukuran, sedangkan pengujian hipotesis dilakukan dengan prosedur bootstrapping sebanyak 5.000 resampling. Hasil penelitian menunjukkan bahwa Customer Engagement Behavior berpengaruh positif dan signifikan terhadap Repurchase Intention secara langsung, serta secara tidak langsung melalui Customer Satisfaction. Selain itu, Customer Engagement Behavior juga terbukti berpengaruh signifikan terhadap Customer Satisfaction, yang pada gilirannya berkontribusi positif terhadap Repurchase Intention. Temuan ini menegaskan pentingnya strategi peningkatan keterlibatan pelanggan dalam memperkuat kepuasan dan loyalitas pengguna layanan kebersihan digital.
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