Faktor Penentu Pengalaman Pelanggan dalam Meningkatkan Loyalitas Merek pada Era Ekonomi Berbasis Platform digital: Systematic Literature Review
DOI:
https://doi.org/10.61104/alz.v4i2.5445Keywords:
Pengalaman Pelanggan Digital, Loyalitas Merek, Platform Ekonomi.Abstract
Transformasi ekosistem digital yang berlangsung secara akseleratif mendorong pergeseran paradigma dalam hubungan antara merek dan konsumen, khususnya dalam bingkai platform ekonomi yang semakin mendominasi aktivitas ekonomi global. Penelitian ini bertujuan mensintesis secara sistematis faktor-faktor penentu pengalaman pelanggan digital yang berkontribusi terhadap peningkatan loyalitas merek berdasarkan literatur mutakhir tahun 2021 hingga 2025. Metode tinjauan literatur sistematis diterapkan dengan menelaah 387 artikel dari basis data Scopus, Web of Science, Google Scholar , dan Emerald Insight , yang kemudian melalui tahapan seleksi ketat menghasilkan 12 artikel berkualitas tinggi sebagai korpus analisis utama. Temuan penelitian mengidentifikasi tiga klaster determinan dominan, yakni inovasi teknologi imersif dan kecerdasan buatan, dimensi emosional-kognitif serta personalisasi berbasis algoritma, serta desain kanal digital yang terintegrasi dengan program loyalitas dan komitmen keinginan merek. Secara teoritis, penelitian ini memperkaya kerangka logika dominan layanan dan teori keterlibatan pelanggan dalam konteks platform digital. Secara praktis, temuan ini memberikan panduan strategi bagi manajer merek dalam merancang ekosistem pengalaman pelanggan yang holistik dan adaptif.
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