PERAN STRATEGI PEMASARAN DIGITAL BEAUTY COMMERCE TERHADAP CUSTOMER SATISFACTION DAN REPURCHASE INTENTION

JAEHAN FAIRUZ ZAHRAN, . (2026) PERAN STRATEGI PEMASARAN DIGITAL BEAUTY COMMERCE TERHADAP CUSTOMER SATISFACTION DAN REPURCHASE INTENTION. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Customer Engagement, Product Diversity, dan Loyalty Program terhadap Customer Satisfaction serta implikasinya terhadap Repurchase Intention pada pengguna SOCO App by Sociolla. Penelitian menggunakan pendekatan kuantitatif dengan melibatkan 250 responden yang dipilih melalui purposive sampling. Data dikumpulkan melalui kuesioner daring dan dianalisis menggunakan Structural Equation Modeling (SEM) dengan AMOS. Hasil penelitian menunjukkan bahwa Customer Engagement berpengaruh positif dan signifikan terhadap Customer Satisfaction dan Repurchase Intention. Product Diversity juga berpengaruh positif dan signifikan terhadap Customer Satisfaction, namun tidak berpengaruh signifikan terhadap Repurchase Intention. Sementara itu, Loyalty Program dan Customer Satisfaction tidak terbukti berpengaruh signifikan terhadap Repurchase Intention. Temuan ini mengindikasikan bahwa keterlibatan pelanggan merupakan faktor paling dominan dalam membentuk kepuasan dan niat pembelian ulang, sedangkan keragaman produk lebih berperan dalam meningkatkan kepuasan tanpa secara langsung mendorong pembelian ulang. Program loyalitas yang ditawarkan belum efektif sebagai determinan kepuasan maupun pembelian ulang dalam konteks beauty commerce. Penelitian ini memberikan kontribusi bagi pengelola platform beauty commerce dalam merancang strategi pemasaran digital yang berorientasi pada keterlibatan pelanggan dan diversifikasi produk. Kata Kunci: Customer Engagement, Product Diversity, Loyalty Program, Customer Satisfaction, Repurchase Intention ***** This study aims to analyze the influence of Customer Engagement, Product Diversity, and Loyalty Program on Customer Satisfaction and their implications for Repurchase Intention among SOCO App by Sociolla users. This study employs a quantitative approach involving 250 respondents selected through purposive sampling. Data were collected through online questionnaires and analyzed using Structural Equation Modeling (SEM) with AMOS. The results indicate that Customer Engagement has a positive and significant effect on both Customer Satisfaction and Repurchase Intention. Product Diversity also has a positive and significant effect on Customer Satisfaction but does not significantly affect Repurchase Intention. Meanwhile, Loyalty Program and Customer Satisfaction are not proven to have significant effects on Repurchase Intention. These findings suggest that customer engagement is the most dominant factor in shaping satisfaction and repurchase intention, while product diversity plays a greater role in enhancing satisfaction without directly driving repurchase behavior. The loyalty program offered has not been effective as a determinant of satisfaction or repurchase intention in the beauty commerce context. This study contributes to beauty commerce platform managers in designing digital marketing strategies oriented toward customer engagement and product diversification. Keywords: Customer Engagement, Product Diversity, Loyalty Program, Customer Satisfaction, Repurchase Intention

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, Ph.D. ; 2). Dr. Ryna Parlyna, MBA.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Jaehan Fairuz Zahran .
Date Deposited:	02 Sep 2026 03:56
Last Modified:	02 Sep 2026 03:56
URI:	http://repository.unj.ac.id/id/eprint/73617

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