PENGARUH COMMUNAL ACTIVATION, CO-CREATION DAN CURRENCY TERHADAP REVISIT DENGAN MEDIASI COSTOMER JOURNEY DAN MODERASI CONVERSATION
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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Eraqi, I M. 2011. “Co-Creation and the New Marketing Mix as an Innovative Approach for Enhancing Tourism Industry Competitiveness in Egypt.” International Journal of Services and Operations management 8(1): 76–91.
Farisha, Mega, Hartoyo, and Arief Safari. 2022. “Does Covid-19 Pandemic Change the Consumer Purchase Behavior Towards Cosmetic Products?” Journal of Consumer Sciences 7(1): 1–19.
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Khasanah, Amin Tatik Uswatun et al. 2020. “Pengaruh Customer Experience, Place Attachment, Customer Satisfaction, Dan Wordof-Mouth Terhadap Revisit Intention Konsumen Restoran Ayam Cepat Saji Asal Amerika.” Jurnal Bisnis, Manajemen, dan Keuangan 1(2).
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Kotler, P, H Kertajaya, and I Setiawan. 2017. Marketing 4.0 Is Moving from Traditional to Digital (Marketing 4.0 Bergerak Dari Tradisional Ke Digital). Jakarta: Gramedia.
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Masita, Tri Esti, Herlina Tiara Alvani, and Andhi Johan Suzana. 2022. “Revisit Intention Obyek Wisata Pantai Krapyak Kabupaten Pangandaran: Pengaruh Citra Destinasi Wisata, Pengalaman Wisatawan Dan Media Sosial.” Majalah Ilmiah Manajemen & Bisnis (MIMB) Vol 19(No 2): 46–58.
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Mulyono, Angela Virginia, Bryant Septiano, and Adriana Aprilia. 2021. “PENGARUH DINING EXPERIENCE TERHADAP KEPUASAN KONSUMEN DAN REVISIT INTENTION DI RESTORAN KOREA DI SURABAYA PADA ERA NEW NORMAL.” Jurnal Manajemen Perhotelan Vol. 7(No. 1): 20–31.
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Nyamekye, M. B, D.R. Adam, & Boateng, H., and J.P Kosiba. 2023. “Place Attachment and Brand Loyalty : The Moderating Role of Customer Experience in the Restaurant Setting.” Internasional Hospitality Review 37(1): 48–70.
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Roz, K. 2021. “Peran Kepuasan Pelanggan Dalam Memediasi Pengaruh Servicescape Terhadap Revisit Intention.” Jurnal Bisnis dan Manajemen vol 8 no 1: 132–41.
Safitri, L. 2022. “Analisis Kualitas Makanan, Citra Kota, Dan Promosi Terhadap Kunjungan Ulang Pada Wisata Kota Bukittinggi Sumatera Barat Dengan Kepuasan Pelanggan Sebagai Variabel Intervening.” Jurnal Ilmu Manajemen Terapan 3(3): 270–89.
Setyaningsih, Ni Wayan, I Wayan Suardana, and LGLK Dewi. 2020. “PENGARUH CUSTOMER EXPERIENCE TERHADAP REVISIT INTENTION PADA PAKET WISATA SEPEDA DI DESA PENGLIPURAN.” Jurnal IPTA vol 8(No 1).
Shoukat, Muhammad Haroon, and Haywantee Ramkissoon. 2022. “Customer Delight, Engagement, Experience, Value Co-Creation, Place Identity, and Revisit Intention: A New Conceptual Framework.” Journal of Hospitality Marketing and Management 31(6): 757–75. https://doi.org/10.1080/19368623.2022.2062692.
Suparna, G., and I.G Riana. 2022. “DETERMINAN REVISIT INTENTION PENGUNJUNG MUSEUM DALAM PERSPEKTIF EXPERIENTIAL MARKETING.” Ekuitas: Jurnal Ekonomi dan Keuangan.
Suryanto, T. 2016. “Audit Delay and Its Implication for Fraudulent Financial Reporting : A Study of Companies Listed in the Indonesian Stock Exchange.” European Research Studies Journal 19(1): 18–31.
Yim, Brian H, and Mark R Lyberger. 2022. “Push–Pull Analysis: The Mediating Role of Promotion Types Relative to Visit Intention to a Sports Museum.” International Journal of Sports Marketing and Sponsorship 23(2): 346–68.
Yolal, M,. Woo, E, F Cetinel, and M Usyal. 2012. “Comparative Research of Motivations across Different Festival Products.” International Journal of Event and Festival Management, 3(1): 66–80.
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128
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
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