PENGARUH PROGRAM LOYALITAS BERBASIS POIN FITUR LANGGANAN OTOMATIS DAN REWARD PELANGGAN BERDASARKAN AKTIVITAS TERHADAP REPURCHASEINTENTION PADA TOKO PAKAIAN DI SHOPEE

Abstract

Abstract: This study aims to determine the simultaneous and partial effects of point-based loyalty, auto-subscription, and customer rewards on repurchase intention at clothing stores in Shopee e-commerce. This research is a descriptive quantitative study, utilizing multiple linear regression for data analysis. The sample was determined using a non-probability sampling method through the Krejcie & Morgan sampling technique, consisting of 100 respondents. Validity and reliability tests were also conducted on the respondents as the research sample. The results of the multiple linear regression analysis are: Y = 21.905 + 0.734X₁ + 0.196X₂ + 0.084X₃. The F-test results prove that H₁ is accepted and H₀ is rejected, indicating that point-based loyalty, auto-subscription, and customer rewards simultaneously influence repurchase intention with an F_count (44.611) > F_table (2.70). The t-test results prove that point-based loyalty partially influences repurchase intention with a t_count (7.453) > t_table (1.985), auto-subscription influences repurchase intention with a t_count (2.081) > t_table (1.985), and customer rewards influence repurchase intention with a t_count (2.097) > t_count (1.985). Based on the t-count values, the point-based loyalty variable is the most dominant factor influencing repurchase intention. The R² test results show an adjusted R-square value of 0.582, explaining that the influence of point-based loyalty, auto-subscription, and customer rewards on repurchase intention is 58.2%, while the remaining 41.8% is influenced by other factors not included in this study.

Keywords: Point-Based Loyalty, Auto-Subscription, Customer Rewards, Repurchase Intention

Abstrak: Penelitian ini bertujuan untuk mengetahui pengaruh secara simultan dan parsial loyalitas berbasis poin, langganan otomatis, dan reward pelanggan terhadap repurchase intention pada toko pakaian di e-commerce Shopee. Jenis penelitian deskriptif kuantitatif, analisis data menggunakan regresi linear berganda, sampel ditentukan dengan metode non-probability sampling melalui teknik penarikan sampel Krejcie & Morgan yang berjumlah 100 responden. Uji validitas dan reliabilitas juga dilakukan terhadap responden sebagai sampel. Hasil analisis regresi linear berganda yaitu: Y = 21,905 + 0,734X1 + 0,196X2 + 0,084X3. Hasil uji F membuktikan bahwa H₁ diterima dan H₀ ditolak, yaitu secara simultan loyalitas berbasis poin, langganan otomatis, dan reward pelanggan berpengaruh terhadap repurchase intention dengan nilai F_hitung (44,611) > F_tabel (2,70). Hasil uji t membuktikan bahwa secara parsial loyalitas berbasis poin berpengaruh terhadap repurchase intention dengan nilai t_hitung (7,453) > t_tabel (1,985), langganan otomatis berpengaruh terhadap repurchase intention dengan nilai t_hitung (2,081) > t_tabel (1,985), dan reward pelanggan berpengaruh terhadap repurchase intention dengan nilai t_hitung (2,097) > t_tabel (1,985). Berdasarkan nilai t_hitung, variabel loyalitas berbasis poin merupakan faktor yang paling dominan mempengaruhi repurchase intention. Hasil uji R² membuktikan bahwa nilai adjusted R square yaitu 0,582, menjelaskan bahwa besarnya pengaruh yang dihasilkan loyalitas berbasis poin, langganan otomatis, dan reward pelanggan terhadap repurchase intention adalah 58,2%, kemudian 41,8% selebihnya dipengaruhi oleh beberapa faktor lainnya yang tidak termasuk pada penelitian ini.

Kata Kunci: Loyalitas Berbasis Poin, Langganan Otomatis, Reward Pelanggan, Repurchase Intention