Strategi Komunikasi Digital dan Keragaman Produk terhadap e-WoM Variety Store Ritel Semi-Urban
DOI:
https://doi.org/10.65823/ikhbar.11i3.27Keywords:
Digital Communication Media, Product Assortment, Customer Loyalty, Electronic Word-of-Mouth (e-WoM), Variety Store, Digital Communication Media, Product Assortment, Customer Loyalty, Electronic Word-of-Mouth (e-WoM), Variety StoreAbstract
The aggressive expansion of modern novelty retail (variety store) in Indonesia has triggered intense competition between domestic players and global chains, demanding local retailers to intelligently adopt digital communication media to bridge interactions and retain customer loyalty.1 However, the effectiveness of this digital interaction is often hindered by asynchronous communication barriers, such as delayed administrative responses, which can disrupt consumer shopping convenience.1 This study aims to examine and analyze the partial and simultaneous effects of product assortment and the effectiveness of digital communication media on customer loyalty expressed through Electronic Word-of-Mouth (e-WoM) at NICESO Tanjungsari, Sumedang Regency.1 Utilizing an associative explanatory quantitative design, data were collected in May 2025 from 100 active customers connected to the store's official communication channels using purposive sampling.1 The empirical data were analyzed using multiple linear regression.1 The results indicate that product assortment has a positive and significant partial effect on e-WoM (), emerging as the most dominant predictor.1 The effectiveness of digital communication media also shows a positive and significant partial effect on customer loyalty e-WoM ().1 Simultaneously, both variables significantly predict customer loyalty e-WoM (), contributing to the model's raw explanatory power () and after adjustment ().1 Grounded in Media Richness Theory and the Stimulus-Organism-Response (S-O-R) paradigm, retailers are advised to optimize interactive communication to minimize asynchronous communication barriers and foster customer advocacy in semi-urban environments.
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