DAMPAK SCRM PADA ENGAGEMENT, REVISIT INTENTION DAN LOYALTY PADA KONSUMEN CAFE DI PONTIANAK
DOI:
https://doi.org/10.25134/digibe.v2i2.28Abstract
Abstrak
Perkembangan cafe di Pontianak telah mengalami pertumbuhan pesat dan menunjukkan tren yang terus berkembang seiring gaya hidup masyarakat. Pemasaran modern seperti Customer Relationship Management (CRM) menjadi krusial, terutama melalui pemanfaatan Social CRM (SCRM) yang mengintegrasikan media sosial. Penelitian ini bertujuan untuk menginvestigasi peran SCRM dalam meningkatkan engagement, loyalitas, dan niat berkunjung kembali pelanggan cafe di Pontianak. Metode kuantitatif dengan pengujian berbasis SEM digunakan dengan mengumpulkan data 216 responden melalui survei kuesioner di kalangan mahasiswa dari beberapa perguruan tinggi di Pontianak yang merupakan konsumen aktif cafe. Hasil penelitian menunjukkan bahwa SCRM berpengaruh signifikan statistik terhadap engagement dan niat berkunjung kembali, tetapi tidak langsung memengaruhi loyalitas. Temuan ini mengindikasikan pentingnya fokus pada engagement melalui sosial media untuk mempengaruhi keputusan berkunjung kembali konsumen. Implikasi penelitian ini untuk praktisi adalah perlunya strategi SCRM yang terarah untuk memaksimalkan interaksi dan keterlibatan konsumen melalui sosial media guna membangun hubungan yang berkelanjutan.
Kata kunci: SCRM, Revisit Intention, Loyalty
Abstract
The rapid growth of cafes in Pontianak shows an evolving trend that aligned with coffee consumption lifestyles. Modern marketing, particularly Customer Relationship Management (CRM), is essential, particullary through social media in Social CRM (SCRM). This study aims to investigate the role of SCRM in enhancing engagement, loyalty, and revisit intention among cafe customers in Pontianak. A quantitative method employing structural equation modeling (SEM) was utilized. 216 data was recorded from respondents via questionnaire surveys among students from several Pontianak universities, which was active cafe consumers. Findings indicate that SCRM statistically significant in impacting engagement and revisit intention, but not loyalty. These results underscore the importance of focusing on customer engagement to influence customers revisit intention. Practical implications highlight the necessity for more targeted SCRM strategies to maximize consumer interaction and engagement through social media platforms, fostering lifetime value relationships.
Keyword: SCRM, Revisit Intention, Loyalty
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