Membangun Loyalitas Pelanggan dan Citra Merek UMKM Melalui Optimalisasi Website di Era Digital

Authors

  • Adi Sytio Nugroho Universitas Dirgantara Marsekal Suryadarma, Indonesia
  • Sari Nalurita Universitas Dirgantara Marsekal Suryadarma, Indonesia

DOI:

https://doi.org/10.57235/ember.v1i2.6773

Keywords:

UMKM, optimalisasi website, citra merek, loyalitas pelanggan, SmartPLS

Abstract

Di era digital, website bukan hanya berfungsi sebagai sarana informasi, tetapi juga sebagai representasi identitas dan kekuatan merek sebuah usaha, termasuk Usaha Mikro, Kecil, dan Menengah (UMKM). Penelitian ini bertujuan untuk menganalisis pengaruh optimalisasi website terhadap citra merek dan loyalitas pelanggan UMKM dengan menggunakan pendekatan kuantitatif dan metode analisis Partial Least Squares – Structural Equation Modeling (SmartPLS). Data diperoleh dari 430 responden yang pernah berinteraksi dengan website milik UMKM, dan dianalisis menggunakan SmartPLS versi 3.0. Hasil penelitian menunjukkan bahwa optimalisasi website berpengaruh signifikan terhadap citra merek dan loyalitas pelanggan. Selain itu, citra merek juga terbukti memediasi secara parsial pengaruh optimalisasi website terhadap loyalitas pelanggan. Temuan ini menegaskan pentingnya strategi digital berbasis website dalam membangun hubungan jangka panjang dengan pelanggan UMKM. Implikasi praktis dari penelitian ini adalah perlunya UMKM mengembangkan website yang informatif, interaktif, dan mudah diakses guna meningkatkan persepsi merek dan mempertahankan loyalitas konsumen.

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Published

2025-09-04

Issue

Vol. 1 No. 2 (2025): Agustus 2025

Section

Articles

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