Peningkatan Customer Loyalty Berbasis Digital Experience dan Perceived Hygiene dengan Emotional Value sebagai Variabel Mediasi

Siti Nabela Alfia; Siti Sumiati

doi:10.71456/sur.v5i1.2271

Authors

Siti Nabela Alfia* Universitas Islam Sultan Agung
Siti Sumiati Universitas Islam Sultan Agung

DOI:

https://doi.org/10.71456/sur.v5i1.2271

Keywords:

Customer Loyalty, Digital Experience, Emotional Value, Perceived Hygiene

Abstract

Perkembangan teknologi digital dan meningkatnya kesadaran masyarakat terhadap kebersihan telah mengubah preferensi pelanggan dalam memilih layanan salon kecantikan. Kondisi tersebut menuntut pelaku usaha untuk meningkatkan loyalitas pelanggan melalui pengalaman digital dan penerapan standar kebersihan yang baik. Penelitian ini bertujuan menganalisis pengaruh Digital Experience dan Perceived Hygiene terhadap Customer Loyalty dengan Emotional Value sebagai variabel mediasi pada pelanggan salon kecantikan khusus wanita di Kota Semarang. Penelitian menggunakan pendekatan kuantitatif dengan jenis explanatory research. Sampel penelitian berjumlah 100 responden yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner berbasis skala Likert dan dianalisis menggunakan Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS-SEM) dengan bantuan SmartPLS. Hasil penelitian menunjukkan bahwa Digital Experience tidak berpengaruh signifikan terhadap Emotional Value, sedangkan Perceived Hygiene berpengaruh positif dan signifikan terhadap Emotional Value. Selain itu, Digital Experience, Perceived Hygiene, dan Emotional Value terbukti berpengaruh signifikan terhadap Customer Loyalty. Penelitian ini menyimpulkan bahwa loyalitas pelanggan salon kecantikan lebih dipengaruhi oleh kualitas pengalaman digital, persepsi kebersihan, dan nilai emosional yang dirasakan pelanggan, sehingga ketiga aspek tersebut perlu menjadi fokus utama dalam strategi pengelolaan salon.

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