Integrasi Transformasi Digital dan Strategi Layanan terhadap Kinerja Penjualan Logistik Maritim: Peran Mediasi Kepuasan dan Retensi Pelanggan
Akademi Maritim Nasional Jakarta Raya
Politeknik Pelayaran Banten
DOI:
https://doi.org/10.62391/ejmi.v8i1.222Industri jasa angkutan laut menghadapi tekanan besar akibat disrupsi teknologi dan persaingan global yang menuntut layanan logistik yang cepat, transparan, dan andal. Penelitian ini bertujuan untuk mengevaluasi pengaruh transformasi digital, kualitas layanan, strategi harga, aliansi strategis, efektivitas CRM, visibilitas kargo real-time, layanan nilai tambah, dan kepercayaan merek terhadap kinerja penjualan perusahaan. Selain itu, kajian ini juga menganalisis secara mendalam peran kepuasan dan retensi pelanggan sebagai variabel mediasi. Penelitian ini menerapkan pendekatan kuantitatif melalui metode Structural Equation Modeling–Partial Least Squares (SEM-PLS) yang dikombinasikan dengan Necessary Condition Analysis (NCA). Sampel penelitian terdiri dari para manajer operasional dan pengambil keputusan strategis pada perusahaan jasa angkutan laut di Indonesia yang telah mengimplementasikan sistem digital dalam aktivitas operasionalnya. Temuan penelitian mengonfirmasi bahwa kapabilitas digital dan strategi layanan memiliki pengaruh yang signifikan terhadap peningkatan kepuasan serta retensi pelanggan, yang pada akhirnya mendongkrak kinerja penjualan secara kuat. Analisis interaksi juga membuktikan bahwa kepuasan pelanggan secara signifikan memperkuat dampak positif dari sistem real-time terhadap pertumbuhan penjualan. Di samping itu, tingginya tingkat retensi pelanggan terbukti mampu mengoptimalkan peran kepercayaan merek (brand trust) terhadap efektivitas penjualan. Peningkatan kinerja penjualan di sektor logistik maritim tidak semata-mata bergantung pada pemutakhiran infrastruktur operasional dan digital. Keunggulan kompetitif dan performa bisnis yang berkelanjutan hanya dapat dicapai melalui kemampuan adaptif perusahaan dalam mengelola kepuasan dan mempertahankan loyalitas pelanggan jangka panjang.
The maritime transportation service industry faces immense pressure from technological disruption and global competition, demanding faster, highly transparent, and reliable logistics services. This study aims to evaluate the impact of digital transformation, service quality, pricing strategy, strategic alliances, CRM effectiveness, real-time cargo visibility, value-added services, and brand trust on corporate sales performance. Furthermore, it extensively examines the mediating roles of customer satisfaction and customer retention. A quantitative approach was employed, utilizing Structural Equation Modeling–Partial Least Squares (SEM-PLS) coupled with Necessary Condition Analysis (NCA). The research sample comprised operational managers and strategic decision-makers from Indonesian maritime transportation companies that have integrated digital systems into their operations. The findings confirm that digital capabilities and service strategies significantly enhance both customer satisfaction and retention, which subsequently drive strong sales performance. Interaction analysis further demonstrates that customer satisfaction robustly amplifies the positive impact of real-time systems on sales growth. Similarly, high customer retention rates optimally reinforce the influence of brand trust on overall sales effectiveness. Improving sales performance in the maritime logistics sector depends on more than just upgrading operational and digital infrastructures. Sustainable business performance and competitive advantage are fundamentally achieved through a company's adaptive capability to foster satisfaction and maintain long-term customer loyalty.
Keywords: Kinerja Penjualan Transformasi Digital Kualitas Layanan Retensi Pelanggan Logistik Maritim
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