Customer Experience dalam Keputusan Pembelian Produk Scincare MsGlow Melalui Customer Trust di Jayapura
DOI:
https://doi.org/10.31004/joecy.v6i1.9573Keywords:
Customer Experience; Customer Trust; Keputusan PembelianAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh customer experience terhadap keputusan pembelian produk skincare MS Glow melalui customer trust sebagai variabel mediasi di Jayapura. Fenomena meningkatnya persaingan industri skincare serta perubahan perilaku konsumen yang semakin selektif mendorong pentingnya pemahaman mengenai faktor-faktor yang mempengaruhi keputusan pembelian. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian eksplanatori. Data dikumpulkan melalui penyebaran kuesioner kepada konsumen MS Glow di Jayapura dengan teknik purposive sampling. Analisis data dilakukan menggunakan Structural Equation Modeling berbasis Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa customer experience berpengaruh positif dan signifikan terhadap customer trust. Selanjutnya, customer trust juga berpengaruh positif dan signifikan terhadap keputusan pembelian. Selain itu, customer trust terbukti berperan sebagai variabel mediasi dalam hubungan antara customer experience dan keputusan pembelian. Temuan ini mengindikasikan bahwa pengalaman pelanggan yang baik akan meningkatkan kepercayaan konsumen, yang pada akhirnya mendorong keputusan pembelian. Penelitian ini memberikan kontribusi teoretis dalam memperkaya kajian perilaku konsumen, serta kontribusi praktis bagi perusahaan dalam merancang strategi pemasaran berbasis pengalaman dan kepercayaan pelanggan, khususnya dalam konteks produk skincare di wilayah Jayapura.
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