RETAILTAINMENT STRATEGY: ANALISIS DAMPAK INTEGRASI HIBURAN DAN BELANJA TERHADAP LOYALITAS KONSUMEN MALL NIPAH MAKASSAR

Iskandar Arifin, Anhar Januar Malik

Abstract


Penelitian ini bertujuan menganalisis pengaruh strategi retailtainment terhadap loyalitas konsumen melalui peran mediasi pengalaman dan kepuasan konsumen di Mall Nipah Makassar. Penelitian menggunakan pendekatan kuantitatif dengan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM). Sampel penelitian berjumlah 233 responden yang dipilih menggunakan teknik purposive sampling. Hasil penelitian menunjukkan bahwa retailtainment berpengaruh positif dan signifikan terhadap pengalaman pengunjung (β = 0,582; p < 0,001). Pengalaman berpengaruh signifikan terhadap kepuasan konsumen (β = 0,838; p < 0,001), dan kepuasan berpengaruh signifikan terhadap loyalitas konsumen (β = 0,551; p < 0,001). Retailtainment juga berpengaruh langsung terhadap kepuasan (β = 0,380; p < 0,001), namun tidak berpengaruh langsung terhadap loyalitas. Pengaruh retailtainment terhadap loyalitas terjadi melalui mekanisme mediasi penuh (full mediation) oleh pengalaman dan kepuasan. Nilai R² menunjukkan daya jelaskan model yang kuat (R² loyalitas = 0,675). Penelitian ini memperkuat model Stimulus–Organism–Response (S-O-R) dalam konteks ritel modern serta memberikan implikasi strategis bagi pengelola pusat perbelanjaan berbasis experiential retail.

Keywords


Retailtainment; Pengalaman Konsumen; Kepuasan Konsumen; Loyalitas Konsumen; PLS-SEM

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DOI: https://doi.org/10.37479/jimb.v9i1.38750

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Fakultas Ekonomi Universitas Negeri Gorontalo

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