Strategi Peningkatan Repeat Order Melalui Inovasi Produk, Kualitas Layanan, Digital Marketing, Dan Kepercayaan Pelanggan Dengan Kepuasan Pelanggan Sebagai Variabel Mediasi Pada PT. X
DOI:
https://doi.org/10.33751/jmp.v14i02.133Keywords:
Product Innovation, Service Quality, Digital Marketing, Customer Trust, Customer Satisfaction, Repeat Order.Abstract
Strategy to Increase Repeat Orders Through Product Innovation, Service Quality, Digital Marketing, and Customer Trust with Customer Satisfaction as Mediation Variables at PT. X
This study aims to analyze the effect of product innovation, service quality, digital marketing, and customer trust on customer satisfaction and repeat order at PT. X. In addition, this study also aims to formulate strategies to improve customer satisfaction and repeat order in the umrah travel service industry. This research employed a quantitative approach using a survey method through questionnaires distributed to 63 respondents who were customers of PT. X. Data were analyzed using SmartPLS-based Structural Equation Modeling (SEM). The study was also supported by Focus Group Discussion (FGD) and SWOT analysis to formulate company strategies. The results indicate that product innovation, service quality, digital marketing, and customer trust have a positive and significant effect on customer satisfaction. Furthermore, product innovation, service quality, digital marketing, and customer trust also have a positive and significant effect on repeat order. Customer satisfaction was also found to have a positive and significant effect on repeat order. Strategic analysis results show that the company is positioned in the growth and build quadrant; therefore, the recommended strategies include strengthening service quality, optimizing digital marketing, developing innovative umrah services, and enhancing customer trust through more consistent and communicative services.
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