ANALISIS PREFERENSI PELANGGAN UNTUK MENDUKUNG STRATEGI RETENSI DI INDUSTRI E-COMMERCE INDONESIA: PENDEKATAN CHOICE-BASED CONJOINT

Authors

Sarah Lasroma Manalu Institut Teknologi Bandung
Nila Armelia Windasari Institut Teknologi Bandung

DOI:

Keywords:

Analisis Conjoint, Retensi Pelanggan, E-Commerce, Preferensi Konsumen, Sensitivitas Harga

Abstract

Industri e-commerce Indonesia masih menghadapi tantangan terhadap retensi pelanggan meskipun gencar menawarkan diskon, cashback, BNPL, dan gratis ongkir. Penelitian ini mengidentifikasi kombinasi optimal insentif promosi, metode pembayaran, dan opsi pengiriman untuk mendukung retensi dengan pendekatan Choice-Based Conjoint (CBC) terhadap 297 responden usia 26-35 tahun. Lima atribut diuji yaitu cashback, diskon, potongan ongkir, metode pembayaran (BNPL, COD, e-wallet), dan jenis pengiriman (instan, sameday, standar). Hasil menunjukkan metode pembayaran paling berpengaruh (45,1%), diikuti diskon (28,2%), sedangkan cashback dan ongkir berperan pendukung. E-wallet dan diskon 10% menunjukan preferensi tertinggi, sedangkan pengiriman instan terbukti paling efektif apabila dipadukan dengan insentif cashback dalam jumlah sedang. Pemberian insentif secara maksimal terbukti tidak efisien, sedangkan pendekatan bundling berbasis utilitas yang disesuaikan dengan sensitivitas harga dan responsivitas segmen menunjukkan hasil yang lebih baik. Studi ini mengusulkan tiga strategi utama yaitu personalisasi berdasarkan segmen, insentif bertingkat, dan penggabungan berbasis pertukaran nilai (trade-off). Temuan ini memberikan wawasan aplikatif dan berbasis data untuk strategi retensi pelanggan yang berfokus pada ROI di tengah ketatnya persaingan pasar digital Indonesia.

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