PENGARUH PROGRAM POIN DAN HADIAH TERHADAP LOYALITAS PELANGGAN PADA APLIKASI BELANJA SHOPEE: STUDI LITERATURE REVIEW

Pipi; Gabriel Stevina; Irvan Rolyesh Situmorang

doi:10.67096/mekar.v1i2.74

Authors

Pipi Sekolah Tinggi Ilmu Ekonomi Eka Prasetya, Medan
Gabriel Stevina Sekolah Tinggi Ilmu Ekonomi Eka Prasetya, Medan
Irvan Rolyesh Situmorang Sekolah Tinggi Ilmu Ekonomi Eka Prasetya, Medan

DOI:

https://doi.org/10.67096/mekar.v1i2.74

Keywords:

Program Poin, Program Hadiah, Loyalitas Pelanggan, Shopee, E-Commerce, Gamifikasi

Abstract

Perkembangan e-commerce di Indonesia mendorong perusahaan untuk menciptakan strategi yang mampu meningkatkan loyalitas pelanggan. Salah satu strategi yang banyak digunakan adalah program poin dan hadiah (rewards program), seperti yang diterapkan oleh aplikasi belanja Shopee. Penelitian ini bertujuan untuk menganalisis pengaruh program poin dan hadiah terhadap loyalitas pelanggan pada aplikasi Shopee melalui pendekatan studi literature review. Metode penelitian yang digunakan adalah pendekatan kualitatif dengan teknik studi literatur sistematis terhadap berbagai jurnal nasional dan internasional yang relevan mengenai program loyalitas, reward, gamifikasi, serta loyalitas pelanggan dalam konteks e-commerce. Hasil kajian menunjukkan bahwa program poin dan hadiah memiliki pengaruh positif terhadap loyalitas pelanggan, baik secara langsung maupun tidak langsung. Program poin mendorong loyalitas melalui pembentukan kebiasaan pembelian ulang, peningkatan keterlibatan pengguna, dan terciptanya switching cost, sedangkan program hadiah meningkatkan loyalitas melalui kepuasan pelanggan dan perceived value. Selain itu, elemen gamifikasi, pengalaman pengguna, dan personalisasi reward turut memperkuat hubungan antara program loyalitas dan loyalitas pelanggan. Penelitian ini menyimpulkan bahwa program poin dan hadiah merupakan strategi yang efektif dalam meningkatkan loyalitas pelanggan Shopee, terutama apabila didukung dengan pengalaman pengguna yang baik dan sistem reward yang relevan dengan kebutuhan konsumen.

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