Strategi Meningkatkan Customer Repeat Order Produk di Klinik Kecantikan X Area Bekasi
DOI:
https://doi.org/10.59188/jurnalsosains.v5i3.32074Keywords:
Customer Relationship Management (CRM), Kepuasan pelanggan, Klinik Kecantikan, Physical Evidence, Product Knowledge, Repeat OrderAbstract
Penelitian ini bertujuan untuk menganalisis strategi dalam meningkatkan customer repeat order produk di Klinik Kecantikan X area Bekasi. Dengan mempertimbangkan pentingnya loyalitas pelanggan dalam industri kecantikan, penelitian ini mengeksplorasi peran Customer Relationship Management (CRM), Product Knowledge, dan Physical Evidence dalam meningkatkan kepuasan pelanggan serta dampaknya terhadap Repeat Order. Teknik analisis data yang digunakan adalah Structural Equation Modeling-Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa CRM, Product Knowledge, dan Physical Evidence memiliki pengaruh yang signifikan terhadap kepuasan pelanggan. Selain itu, kepuasan pelanggan terbukti menjadi mediator dalam hubungan antara ketiga variabel tersebut dengan tingkat repeat order pelanggan.
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