Enhancing Customer Loyalty: Evaluating the Influence of Indomaret's Member Card and Mobile Application Loyalty Program

Within Indonesia's dynamic retail landscape, the advent of Indomaret's Member Card and Mobile Application Loyalty Program seeks to address the complex challenge of enhancing customer loyalty in the context of stiff competition from both brick-and-mortar stores and e-commerce platforms. This research delves into the efficiency of such loyalty programs in cementing customer allegiance, utilizing a quantitative methodology to probe the interrelations of perceived value, trust, ease of use, and customer satisfaction with loyalty. A structured survey disseminated via Google Forms, analyzed through SMART-PLS software, reveals that each of these variables significantly influences loyalty, with perceived value and trust surfacing as the most potent predictors. The study's results not only confirm the acceptance of all posited hypotheses but also illuminate the critical role of user-friendly interfaces and satisfying consumer interactions in fostering repeat patronage. The implications extend far beyond Indomaret's strategic initiatives, offering valuable insights for the wider retail sector on the importance of integrating customer expectations with seamless, trustworthy digital experiences. This synthesis of technological convenience with reward-driven loyalty programs emerges as a pivotal factor in ensuring sustained customer engagement and securing a competitive edge in the evolving marketplace.