PENGARUH EXPERIENTAL MARKETING DAN MARKETING PUBLIC RELATION TERHADAP LOYALITAS PELANGGAN
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Abstract
The increase in the value of electronic money transactions encourages competition for digital wallet products in Indonesia, one of the products that competes competitively is the GoPay digital wallet. The ups and downs of GoPay's position as the digital wallet product with the most usage require GoPay to build and maintain user loyalty. One important aspect of building and maintaining loyalty is by developing a targeted and integrated marketing communication strategy. In its efforts, GoPay implements experiential marketing and marketing public relations strategies that can be viewed from the user experience while using the application and forms of public relations through online and offline media. The type of research used is a descriptive quantitative approach, and makes GoPay digital wallet users in Makassar City as research subjects. The results of this study indicate that experiental marketing (X1) partially has a positive and significant effect on customer loyalty (Y). Marketing public relations (X2), partially, also has a positive and significant effect on customer loyalty (Y). Simultaneously, experiental marketing (X1) and marketing public relations (X2) have a positive and significant effect on customer loyalty (Y), so the collaboration of these two strategies will give better results in building and maintaining user loyalty.
Kenaikan nilai transaksi uang elektronik mendorong kompetisi produk dompet digital di Indonesia, salah satu produk yang ikut bersaing secara kompetitif adalah dompet digital GoPay. Naik turunnya posisi GoPay sebagai produk dompet digital dengan penggunaan terbanyak menuntut GoPay untuk membangun dan mempertahankan loyalitas penggunanya. Salah satu aspek penting dalam membangun dan mempertahankan loyalitas adalah dengan menyusun strategi komunikasi pemasaran yang tepat sasaran dan terintegrasi. Dalam upayanya, GoPay menerapkan strategi experiental marketing dan marketing public relation yang dapat ditinjau dari pengalaman pengguna selama menggunakan aplikasi dan bentuk-bentuk hubungan masyarakat melalui media online dan offline. Jenis penelitian yang digunakan adalah dengan pendekatan kuantitatif deskriptif, serta menjadikan pengguna dompet digital GoPay di Kota Makassar sebagai subjek penelitian. Hasil penelitian ini menunjukkan bahwa experiental marketing (X1) secara parsial memberikan pengaruh yang positif dan signifikan terhadap loyalitas pelanggan (Y). Marketing public relation (X2), secara parsial, juga memberikan pengaruh yang positif dan signifikan terhadap loyalitas pelanggan (Y). Secara simultan, experiental marketing (X1) dan marketing public relation (X2) berpengaruh positif dan signifikan terbhadap loyalitas pelanggan (Y), sehingga kolaborasi dari kedua strategi ini akan memberi hasil yang lebih baik dalam membangun dan mempertahankan loyalitas pengguna.
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