Enhancing Customer Experience through Effective Marketing Strategies: The Context of Online Shopping

Maria Imelda Novita Susiang1🖂, Dyah Ayu Suryaningrum, Adi Masliardi, Erwin Setiawan, Fatimah Abdillah

Abstract


Tujuan dari penelitian ini adalah untuk menyelidiki efektivitas strategi pengalaman pelanggan dalam konteks belanja online di Indonesia. Melalui pendekatan metode gabungan, yang menggabungkan penelitian kualitatif dan tinjauan pustaka, penelitian ini menguji dampak dari situs web yang ramah pengguna, personalisasi, layanan pelanggan yang efisien, dan dukungan pasca-pembelian terhadap perilaku konsumen dan loyalitas merek. Temuan penelitian mengungkapkan bahwa memberikan pengalaman pelanggan yang luar biasa secara signifikan memengaruhi kepercayaan konsumen, ulang bisnis, dan dukungan merek di pasar e-commerce yang sangat kompetitif di Indonesia. Bisnis yang memprioritaskan strategi berorientasi pada pelanggan dapat meraih keunggulan kompetitif dan membangun hubungan yang langgeng dengan konsumen Indonesia, mendorong pertumbuhan dan keberhasilan berkelanjutan di pasar belanja online yang dinamis.

Kata Kunci: Belanja Online, Pengalaman Pelanggan, Strategi, Efektivitas, Indonesia.

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References


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DOI: https://doi.org/10.37531/sejaman.v6i2.5235

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