PENGARUH REWARD KOIN, DISKON EKSKLUSIF DAN SERTIFIKASI HALAL TERHADAP RETENSI PELANGGAN TOKO PRODUK KOSMETIK DI SHOPEE

Abstract

This study aims to examine and analyze the partial and simultaneous effects of reward coins, exclusive discounts, and halal certification on customer retention in Shopee cosmetic product stores. The relationship between variables was examined using relationship marketing and customer engagement theories. Utilizing a causal associative quantitative design, data were collected via online and offline questionnaires from 100 purposively sampled respondents within an unknown population. Data analysis was performed using multiple linear regression via SPSS software. The findings indicate that reward coins and exclusive discounts have a positive and significant partial effect on customer retention, effectively securing consumers' economic satisfaction. Conversely, halal certification has a positive but non-significant effect because the halal attribute is perceived as mass manufacturer branding rather than a unique store trait. Simultaneously, reward coins, exclusive discounts, and halal certification significantly impact customer retention, contributing 46.9%. In conclusion, customer retention on Shopee is heavily driven by direct economic incentives rather than religious attributes. Cosmetic merchants are advised to optimize cashback budgets and tactical promotions to maintain loyalty.

Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh reward koin, diskon eksklusif, dan sertifikasi halal secara parsial maupun simultan terhadap retensi pelanggan toko produk kosmetik di Shopee. Hubungan antarvariabel ditelaah menggunakan landasan teori relationship marketing dan customer engagement. Menggunakan desain kuantitatif asosiatif kausal, data dikumpulkan melalui kuesioner daring dan luring terhadap 100 responden unknown population yang dipilih melalui teknik purposive sampling. Analisis data menggunakan metode regresi linear berganda dengan perangkat lunak SPSS. Temuan menunjukkan bahwa secara parsial, reward koin dan diskon eksklusif berpengaruh positif dan signifikan terhadap retensi pelanggan serta efektif mengunci kepuasan ekonomi konsumen. Sebaliknya, sertifikasi halal berpengaruh positif tetapi tidak signifikan karena atribut kehalalan lebih melekat secara massal pada merek produsen, bukan representasi unik toko kosmetik di Shopee. Secara simultan, reward koin, diskon eksklusif, dan sertifikasi halal berpengaruh signifikan terhadap retensi pelanggan dengan kontribusi sebesar 46,9%. Kesimpulannya, retensi pelanggan di Shopee lebih didominasi oleh stimulasi keuntungan ekonomi langsung dibanding atribut keagamaan produk. Pelaku usaha disarankan mengoptimalkan anggaran voucher cashback dan promosi taktis untuk menjaga loyalitas.