Pengaruh Customer Lifetime Value dan Customer Experience terhadap Minat Beli Ulang Konsumen pada Produk Alat Listrik Philips di Toko Sinar Jaya Abadi
Keywords:
Customer Lifetime Value, Customer Experience, Repurchase Intention, Electrical RetailAbstract
Penelitian ini bertujuan untuk mengetahui pengaruh Customer Lifetime Value dan Customer Experience terhadap minat beli ulang konsumen pada produk alat listrik Philips di Toko Sinar Jaya Abadi. Persaingan bisnis ritel alat listrik yang semakin ketat menuntut perusahaan untuk tidak hanya berfokus pada penjualan jangka pendek, tetapi juga membangun hubungan jangka panjang dengan konsumen. Customer Lifetime Value menjadi aspek penting karena mencerminkan nilai pelanggan bagi perusahaan dalam jangka waktu tertentu, sedangkan Customer Experience berperan dalam membentuk persepsi, kepuasan, serta keterikatan konsumen terhadap produk dan layanan yang diberikan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada konsumen yang pernah membeli produk alat listrik Philips di Toko Sinar Jaya Abadi. Variabel independen dalam penelitian ini adalah Customer Lifetime Value dan Customer Experience, sedangkan variabel dependen adalah minat beli ulang konsumen. Data yang diperoleh dianalisis untuk mengetahui pengaruh masing-masing variabel, baik secara parsial maupun simultan, terhadap minat beli ulang. Hasil penelitian ini diharapkan dapat menunjukkan bahwa semakin tinggi nilai pelanggan dan semakin positif pengalaman yang dirasakan konsumen, maka semakin besar pula kecenderungan konsumen untuk melakukan pembelian ulang. Dengan demikian, peningkatan Customer Lifetime Value dan Customer Experience menjadi strategi penting bagi Toko Sinar Jaya Abadi dalam mempertahankan pelanggan, meningkatkan loyalitas, serta mendorong keberlanjutan penjualan produk alat listrik Philips.
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