Integrasi Green Logistics, Smart Logistics Technology, dan Last-Mile Delivery sebagai Determinan Loyalitas Pelanggan melalui Customer Experience : Studi Empiris Pada PT Pos Indonesia (Persero)
DOI:
https://doi.org/10.38035/sjtl.v4i2.1111Keywords:
Green Logistics, Smart Logistics Technology, Last-Mile Delivery, Customer Experience, Customer LoyaltyAbstract
Penelitian ini menganalisis pengaruh Green Logistics, Smart Logistics Technology, dan Last-Mile Delivery terhadap Customer Loyalty melalui Customer Experience pada PT Pos Indonesia (Persero). Penelitian menggunakan pendekatan kuantitatif dengan metode explanatory research terhadap 150 pelanggan yang dipilih menggunakan purposive sampling. Analisis data dilakukan menggunakan Structural Equation Modeling–Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa Green Logistics, Smart Logistics Technology, dan Last-Mile Delivery berpengaruh positif dan signifikan terhadap Customer Experience maupun Customer Loyalty. Customer Experience juga terbukti berpengaruh signifikan terhadap Customer Loyalty serta memediasi hubungan ketiga variabel eksogen dengan loyalitas pelanggan. Smart Logistics Technology memberikan kontribusi paling dominan dalam meningkatkan Customer Experience. Temuan ini menegaskan pentingnya integrasi praktik logistik berkelanjutan, transformasi digital, dan kualitas layanan pengiriman akhir sebagai strategi untuk memperkuat pengalaman serta loyalitas pelanggan pada industri logistik.
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