Pengaruh Electronic Word Of Mouth dan Digital Advertising terhadap Customer Retention dengan Customer Experience sebagai Mediasi (Studi pada Konsumen Traveloka di Indonesia)

Authors

  • Dewi Sinta Puspitasari Universitas Negeri Malang, Indonesia
  • Wening Patmi Rahayu Universitas Negeri Malang, Indonesia
  • Titis Shinta Dhewi Universitas Negeri Malang, Indonesia

DOI:

https://doi.org/10.38035/jimt.v7i3.7842

Keywords:

electronic word of mouth, digital advertising, pengalaman pelanggan, retensi pelanggan, Traveloka

Abstract

Penelitian ini memiliki tujuan sebagai bentuk analisis pengaruh electronic word of mouth dan digital advertising terhadap customer retention dengan customer experience sebagai variabel mediasi pada pengguna aplikasi Traveloka di Indonesia. Latar belakang penelitian ini didasarkan pada meningkatnya persaingan industri Online Travel Agent yang menuntut perusahaan untuk mempertahankan pelanggan melalui strategi pemasaran digital yang efektif. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian eksplanatori. Data dikumpulkan melalui kuesioner daring dari 350 responden yang dipilih menggunakan teknik purposive sampling melalui kriterua responden yang pernah pernah menggunakan aplikasi Traveloka dan terpapar ulasan daring dan digital advertising. Pengolahan data dalam penelitian ini dilakukan melalui pendekatan Structural Equation Modeling  (SEM) berbasis Partial Least Square (PLS) untuk menguji keterkaitan antarvariabel secara simultan. Temuan secara empiris menunjukkan bahwa electronic Word Of Mouth (eWOM) dan digital advertising memberikan kontribusi yang signifikan dalam meningkatkan customer retention. Kedua variabel tersebut juga terbukti memiliki peran dalam membentuk customer experience secara positif, serta berfungsi sebagai variabel intervening yang menjembatani pengaruh eWOM dan digital advertising terhadap costumer retention. Penelitian ini menegaskan bahwa customer experience memiliki peran signifikan guna memperkuat efektivitas strategi pemasaran digital guna meningkatkan retensi pelanggan pada industri jasa digital.

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Published

2026-03-03

How to Cite

Dewi Sinta Puspitasari, Wening Patmi Rahayu, & Titis Shinta Dhewi. (2026). Pengaruh Electronic Word Of Mouth dan Digital Advertising terhadap Customer Retention dengan Customer Experience sebagai Mediasi (Studi pada Konsumen Traveloka di Indonesia). Jurnal Ilmu Manajemen Terapan, 7(3), 234–246. https://doi.org/10.38035/jimt.v7i3.7842

Issue

Vol. 7 No. 3 (2026): Jurnal Ilmu Manajemen Terapan (Januari - Februari 2026)

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