Integrasi sertifikasi halal, transformasi digital, dan customer experience untuk meningkatkan loyalitas pelanggan melalui brand image dan efisiensi biaya pada industri logistik maritim
DOI:
https://doi.org/10.26740/jim.v14n3.p636-646Kata Kunci:
Halal certification integration, digital transformation, customer experience, customer loyalty, maritime logisticsAbstrak
Industri logistik maritim tengah mengalami transformasi pesat yang didorong oleh digitalisasi, meningkatnya permintaan akan layanan patuh halal, dan tingginya ekspektasi pelanggan terhadap kualitas layanan. Namun, penelitian yang menguji bagaimana integrasi sertifikasi halal, transformasi digital, dan pengalaman pelanggan secara kolektif memengaruhi loyalitas pelanggan dalam layanan logistik maritim masih terbatas. Berdasarkan teori kualitas layanan, resource-based view, dan teori pemasaran relasional, studi ini menyelidiki hubungan struktural antara integrasi sertifikasi halal, transformasi digital, pengalaman pelanggan, citra merek, efisiensi biaya, dan loyalitas pelanggan. Penelitian ini menggunakan pendekatan eksplanatori kuantitatif dengan Partial Least Squares Structural Equation Modeling (PLS-SEM) untuk menganalisis hubungan kausal antar variabel laten. Selain itu, Necessary Condition Analysis (NCA) diterapkan untuk mengidentifikasi kondisi minimum yang diperlukan untuk mencapai loyalitas pelanggan yang tinggi dalam layanan logistik maritim. Data dikumpulkan dari pelanggan dan pengguna jasa logistik melalui kuesioner terstruktur dan dianalisis menggunakan perangkat lunak SmartPLS. Temuan menunjukkan bahwa integrasi sertifikasi halal, transformasi digital, dan pengalaman pelanggan berpengaruh signifikan terhadap citra merek dan efisiensi biaya operasional, yang selanjutnya memperkuat loyalitas pelanggan. Citra merek dan efisiensi biaya juga memainkan peran mediasi yang penting dalam menjelaskan bagaimana inovasi layanan bertransformasi menjadi komitmen pelanggan jangka panjang. Hasil ini menegaskan bahwa kapabilitas teknologi, kepatuhan regulasi, dan interaksi layanan yang unggul secara bersama-sama membentuk keunggulan kompetitif dalam logistik maritim. Studi ini menyimpulkan bahwa pengintegrasian standar logistik halal dengan inovasi digital dan strategi layanan berorientasi pelanggan sangat penting untuk meningkatkan loyalitas di pasar logistik maritim. Penelitian selanjutnya direkomendasikan untuk memasukkan variabel keberlanjutan, ketahanan rantai pasok, dan analisis komparatif lintas negara guna meningkatkan generalisasi temuan.
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