p–ISSN: 2723 - 6609 e-ISSN: 2745-5254
Vol. 5, No. 7 July 2024 http://jist.publikasiindonesia.id/
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 7, July 2024 3456
The Influence of Customer Engagement, Customer Loyalty
and Customer Experience on Sales Achievement
(Kasus: Imunicare by Bio Farma)
Edwin Rukmansyah
Universitas Tanri Abeng Jakarta
Email:
[email protected]
*Correspondence
ABSTRACT
Keywords: bio farma;
satisfaction; loyalty.
The Indonesian Ministry of SOEs officially authorized the
operation of the Pharmaceutical Holding in early 2020, one
of which is Bio Farma. Bio Farma has carried out business
development with the Immunicare brand which is engaged
in vaccination services with a partnership business model. In
a business, customer satisfaction and loyalty are obtained
through partnerships and digital marketing, thus reflecting
the importance of effective leadership in designing and
implementing initiatives that support company productivity
and growth. The research method used is descriptive with a
quantitative approach. The total population of immunicare
partners was 216 with a sample taken to represent the
population of 140 respondents after rounding. The data
collection tools used are documentation studies and
questionnaires. Furthermore, data analysis is carried out
using the SmartPLS application. The results showed that the
variables of satisfaction, trust, commitment, sensory,
affection, behaviour, intellectual, satisfaction with the brand,
price perception, and return scheme have a positive and
significant influence on customer engagement, experience,
and loyalty to Bio Farma company and Immunicare brand
products, which have an impact on increasing sales and
company revenue with indicators that can vary depending on
the type of customer observed.
Introduction
The Ministry of SOEs of the Republic of Indonesia officially approved the
operation of the Pharmaceutical Holding in early 2020. This pharmaceutical holding
consists of three pharmaceutical SOE companies, namely; Bio Farma as the holding
parent, whose shares are still 100% owned by the government, consisting of PT Kimia
Farma, Tbk and PT Indofarma, Tbk. The basis for the determination and ratification of
Bio Farma as the holding parent of pharmaceutical SOEs is the issuance of an approval
letter from the Minister of SOEs as the GMS approving the transfer of all series B shares
owned by the State of the Republic of Indonesia in Kimia Farma and Indofarma to PT
Bio Farma (Persero). Bio Farma Clinic has been providing vaccination services for the
The Influence of Customer Engagement, Customer Loyalty and Customer Experience on Sales
Achievement (Kasus: Imunicare by Bio Farma)
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 7, July 2024 3457
general public since 1990 and in early 2019, Bio Farma conducted business development
with the Imunicare Brand which is engaged in vaccination services with a partnership
business model. Imunicare is a brand from a vaccination service outlet owned by Bio
Farma or in collaboration with Bio Farma, as one of the solutions to get immunity.
Imunicare opens partnership services with all health facilities that have been
registered based on government regulations. The partnership process with Imunicare
involves six important stages. Starting from the offer of partnership proposals submitted
to interested clinics or hospitals, then continued with the submission of an official
cooperation application letter. The next stage includes a credentialing process and a
survey to ensure compliance with the set requirements. After approval, a cooperation
agreement was made that included the payment of an annual membership fee, with a fee
of 5 million rupiah per year for the clinic and 10 million rupiah per year for the hospital.
The preparation of the completeness of the vaccination room and vaccination service
system is the focus of the next stage before finally entering the stage of comprehensive
implementation of the cooperation.
Marketing activities, Imunicare uses various digital marketing channels such as
YouTube, Instagram, Facebook, WhatsApp, and their website. They also hold regular
events involving local marketers to support local partners, as well as providing
promotional materials such as starter kits that include standing banners, product
brochures, and other promotional materials to help introduce Imunicare products and
services to the wider community. With this strategy, it is hoped that the Imunicare
partnership can provide maximum benefits for clinics or hospitals that join their network.
Imunicare currently has a total of 216 consumers in health facilities throughout Indonesia
with the number of products sold in a total of 35 focus products consisting of bacterial,
viral, and combination vaccine products. Of the 216 health facilities, the following are
the distribution of transaction and non-transacting outlets:
Figure 1. Imunicare Transaction Outlet Diagram 2023 (January – March 2023)
In the context of marketing, customer satisfaction is usually seen as the main
determinant of customer retention (Hennig-Thurau & Klee, 1997). Customers are the
main goal of the sales process in both B2B and B2C sales models, as explained (Deleon
& Chatterjee, 2017) the B2B industry is changing the business model to focus on
customers and provide complete customer solutions. Customer loyalty is an important
goal for strategic marketing planning and is an important foundation for developing a
sustainable competitive advantage. Loyalty has been defined as "a firmly held
Edwin Rukmansyah
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 7, July 2024 3458
commitment to repurchase or become a regular customer of a consistently preferred
product/service in the future" (Oliver, 1997, p. 34).
Pfeifer (2005) says that acquiring new customers is five times more expensive than
retaining existing customers. However, this customer loyalty will be very closely related
to the satisfaction of the customer. Srivastava et al. (2012) showed that customer loyalty
has mainly been seen as a dual concept with repurchase intention and positive customer
attitude as its main dimensions.
Customer satisfaction measurement can be measured by conducting a satisfaction
survey and the CS Index as a reference for the value of customer satisfaction with the
company (Permadi & Silalahi, 2021). To get satisfaction, customer involvement is
necessary. Further engagement is described as generating customer interaction and
participation (Kumar & Pansari, 2016). (Bayu, 2020) define engagement as the process
of adding customer value to a company. This research shows the importance of
engagement, as disengaged customers can lead to dissatisfaction with the company
through word-of-mouth negative reviews or other behaviours.
Customer satisfaction can be obtained with effective leadership so that it can create
a work environment that encourages employees to provide good service to customers.
Well-managed and motivated employees will tend to be more concerned about customer
needs and satisfaction, which in turn can increase customer loyalty and overall company
productivity. Thus, customer satisfaction not only reflects the quality of services provided
but also as a result of a leadership strategy that pays attention to productive human
resource management.
Previous research conducted by Russo, I., et al., (2016) stated that the relationship
between customer loyalty and its complexity to satisfaction and its contribution to the
company is important to understand. Customer loyalty is influenced not only by their
level of satisfaction with the product or service but also by the extent to which the
company can manage and simplify the customer experience. The better a company is at
navigating the complexities that customers may face, the more likely they are to be
satisfied and stay loyal. Hamzeh Q. A., (2019) also stated that Physician loyalty is
influenced by three main dimensions of relationship quality, namely trust in medical
representatives, satisfaction in relationships, and relationship management.
Unlike previous research, the novelty of this research is to explore the importance
of leadership in managing productive human resources to understand the impact of
customer engagement, customer loyalty, and customer experience on product sales at
Imunicare. The study aims to explore how effective leaders can influence customer
engagement rates, loyalty, and experience, as well as how these factors contribute to
increased product sales in the vaccination industry. This research provides new insights
into leadership strategies that support business growth through strengthening
relationships with customers and improving the quality of their experience in vaccination
services.
The Influence of Customer Engagement, Customer Loyalty and Customer Experience on Sales
Achievement (Kasus: Imunicare by Bio Farma)
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 7, July 2024 3459
Research Methods
This study uses a quantitative approach with a descriptive method. The survey data
collected is processed and analyzed to provide information that can be used as a basis for
decision-making. In this quantitative research, descriptive analysis is carried out by
describing or describing the data as it is, using statistical techniques.
The total population of Imunicare partners is 216 outlets where the relaxation rate
is 5% (0.05) so the sample taken to represent the population is 140 respondents after
rounding. The sample withdrawal technique was taken from the highest to the lowest
purchase because it was considered that there was a positive correlation between the
dependent variables and the independent. The data collection tools used are
documentation studies and questionnaires. After the data was obtained, he continued with
data analysis using the SmartPLS application.
Results and Discussion
The trajectory model built is the 2nd-order SEM (Oplatka & Hemsley-Brown,
2021), whose calculation is carried out in two stages. The first stage includes checking
the outer model of the FOC (First-Order Constructs). The second stage includes checking
the outer model and inner model of the HOC (Higher-Order Constructs). This model was
built using Smart PLS for the first stage calculation, as shown in Figure 1 (Juliandi, 2018).
Figure 2. Phase One Calculation Track Model
Validity and Reliability Analysis of Phase One Calculations
An indicator is considered valid if the validity test shows the convergence of
indicators with a factor loading value of more than 0.7. The variable reliability of valid
indicators was tested using three parameters: Average Variance Extracted (AVE),
Composite Reliability (CR), and Cronbach's Alpha. A variable is considered reliable if
the AVE value > 0.5; CR > 0.7; and Cronbach's Alpha > 0.7 (Han, Isa, & Marzbali, 2023).
Table 1
Results of the Validity and Reliability Test of Latent Variables Against Indicators
Variable
Indicator
Outer
Loading
Cronbach
’s Alpha
Composite
Reliability
Second
Order
First
Order
Customer
Engagem
ent (X1)
Customer
satisfactio
n (Y1)
Z1
0,839
0,869
0,901
Z2
0,759
Z3
0,742
Z4
0,792
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Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 7, July 2024 3460
Based on Table 1, shows that all indicators that make up the latent variable have a
loading factor value of >0.7, meaning that these indicators can be considered valid. The
Z1 indicator, with the highest loading factor value of 0.839, is the best indicator for
measuring the latent variable of customer satisfaction (Y1), showing the strongest
relationship with the variable. Similarly, for the latent variable of customer commitment
(Y2), the Z7 indicator has the highest loading factor value (0.807), so it is the best
indicator to measure customer commitment. The latent variable of customer confidence
(Y3) is supported by the Z11 indicator with the highest loading factor value (0.885),
indicating a strong relationship with the latent variable of customer confidence.
The Z16 indicator (0.889) is the best indicator to measure the sensory latent variable
(Y4), while the Z18 indicator (0.849) is chosen to measure the affective latent variable
(Y5) with the highest loading factor value. Furthermore, the Z23 (0.824) and Z25 (0.841)
indicators are the best indicators to measure latent behavioural (Y6) and intellectual (Y7)
variables, respectively. The Z28 (0.902) and Z29 (0.835) indicators are used to measure
the latent variables of price perception (Y8) and the return scheme (Y9) based on their
Z5
0,799
Z6
0,728
Customer
commitm
ent (Y2)
Z7
0,807
0,800
0,869
Z8
0,789
Z9
0,794
Z10
0,769
Customer
trust (Y3)
Z11
0,885
0,857
0,904
Z12
0,836
Z13
0,763
Z14
0,862
Customer
Experienc
e (X2)
Sensorik
(Y4)
Z15
0,878
0,855
0,911
Z16
0,889
Z17
0,873
Affection
(Y5)
Z18
0,849
0,742
0,853
Z19
0,805
Z20
0,781
Behaviour
al (Y6)
Z21
0,782
0,728
0,846
Z22
0,806
Z23
0,824
Intelektua
l (Y7)
Z24
0,767
0,706
0,836
Z25
0,841
Z26
0,771
Customer
Loyalty
(X3)
Price
perceptio
n (Y8)
Z27
0,877
0,737
0,884
Z28
0,902
Return
form (Y9)
Z29
0,835
0,708
0,837
Z30
0,792
Z31
0,754
Satisfacti
on (Y10)
Z32
0,852
0,703
0,870
Z33
0,902
The Influence of Customer Engagement, Customer Loyalty and Customer Experience on Sales
Achievement (Kasus: Imunicare by Bio Farma)
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 7, July 2024 3461
highest loading factor values. Finally, the Z33 indicator (0.902) was selected as the best
indicator to measure the latent variable of satisfaction (Y10).
To measure the validity of discrimination, two test methods were built, namely the
Fornell Larcker Criterion and Heterotrait-Monotrait (HTMT) (Hakim & Dewi, 2021).
What is built from the validity of discrimination is that latent variables are not
unidimensional or measure the limitations of latent variables compared to other latent
variables.
Table 2
Validity of Discrimination with the Fornell-Larcker Criterion
Based on Table 2, each latent variable has a latent square root of AVE > other
square roots of AVE. These values are as follows: customer engagement (X1; 0.643),
customer engagement (X2; 0.632), customer engagement (X3; 0.703), sales achievement
(X4; 1), customer satisfaction (Y1; 0.777), customer commitment (Y2; 0.790), customer
trust (Y3; 0.838), sensory (Y4; 0.880), affection (Y5; 0.812), behavioral (Y6; 0.804),
Variab
el
Laten
X
1
X2
X3
X4
Y1
Y1
0
Y2
Y3
Y4
Y5
Y6
Y7
Y
8
Y
9
X1
0,
64
3
X2
0,
43
0,63
2
X3
0,
45
4
0,49
5
0,70
3
X4
0,
59
1
0,65
9
0,63
1
1
Y1
0,
83
6
0,29
9
0,26
9
0,40
6
0,7
77
Y10
0,
35
5
0,30
4
0,82
7
0,42
2
0,1
95
0,8
77
Y2
0,
80
7
0,40
5
0,45
2
0,55
7
0,4
46
0,3
38
0,79
Y3
0,
80
1
0,34
7
0,44
4
0,51
2
0,4
95
0,3
97
0,58
2
0,83
8
Y4
0,
48
1
0,67
0,46
3
0,68
8
0,3
51
0,2
63
0,41
6
0,44
8
0,88
Y5
0,
33
6
0,80
2
0,34
3
0,46
5
0,2
43
0,1
75
0,28
7
0,27
0,46
1
0,81
2
Y6
0,
25
1
0,83
1
0,33
6
0,50
4
0,1
59
0,1
86
0,24
7
0,21
1
0,41
6
0,53
4
0,80
4
Y7
0,
27
4
0,77
7
0,39
9
0,41
5
0,1
64
0,3
09
0,32
2
0,17
9
0,32
3
0,46
5
0,58
6
0,7
94
Y8
0,
36
6
0,43
2
0,78
0,49
5
0,1
94
0,4
97
0,37
9
0,35
4
0,39
2
0,33
2
0,33
5
0,2
7
0,
89
Y9
0,
40
4
0,47
8
0,87
6
0,62
4
0,2
69
0,5
99
0,40
2
0,36
0,47
3
0,33
2
0,30
7
0,3
95
0,
50
1
0,
79
4
Edwin Rukmansyah
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 7, July 2024 3462
intellectual (Y7; 0.794), price perception (Y8; 0.890), return scheme (Y9; 0.794), and
satisfaction (Y10; 0.877).
Then for the validity test of discrimination with HTMT, the HTMT Ratio can be
said to be valid if the value is less than 0.9 so that it can meet the requirements for the
validity value of discrimination.
Table 3
Validity of Discrimination with HTMT
Var
iab
el
Lat
en
X1
X2
X3
X4
Y1
Y1
0
Y2
Y
3
Y4
Y
5
Y
6
Y
7
Y8
Y
9
X1
X2
0,4
96
X3
0,5
22
0,5
95
X4
0,6
23
0,7
14
0,6
92
Y1
0,9
71
0,3
47
0,3
15
0,4
31
Y1
0
0,4
38
0,3
87
1,0
78
0,4
9
0,2
47
Y2
0,9
39
0,4
93
0,5
46
0,6
19
0,5
16
0,4
37
Y3
0,9
03
0,4
16
0,5
25
0,5
54
0,5
59
0,5
07
0,6
95
Y4
0,5
5
0,7
84
0,5
54
0,7
43
0,4
02
0,3
33
0,5
02
0,
52
5
Y5
0,4
12
1,0
05
0,4
34
0,5
36
0,3
01
0,2
32
0,3
7
0,
34
5
0,5
67
Y6
0,3
05
1,0
45
0,4
32
0,5
88
0,1
95
0,2
47
0,3
21
0,
26
6
0,5
16
0
,
7
1
3
Y7
0,3
52
1,0
15
0,5
24
0,4
96
0,2
11
0,4
36
0,4
26
0,
25
0,4
13
0
,
6
4
0,
81
1
Y8
0,4
41
0,5
48
0,9
91
0,5
75
0,2
33
0,6
73
0,4
86
0,
44
6
0,4
96
0
,
4
4
8
0,
46
3
0,
37
4
Y9
0,5
06
0,6
23
1,1
45
0,7
44
0,3
43
0,8
44
0,5
25
0,
45
8
0,6
11
0
,
4
0,
43
0,
56
4
0,6
81
The Influence of Customer Engagement, Customer Loyalty and Customer Experience on Sales
Achievement (Kasus: Imunicare by Bio Farma)
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 7, July 2024 3463
5
6
Based on Table 3, all HTMT ratio values of these indicators are < 0.9. This shows
that all indicators are valid in measuring latent variables that are well-established and
have unidimensional properties.
Phase Two Outer Model Analysis
Figure 2. PhaseTwo Calculation Track Model
The next step involves building a pathway model for the second stage of the
analysis. This process includes the analysis of the outer model and the inner model. After
that, the assumptions related to the latent variables of HOC are checked.
Table 4
Validity and Reliability Test (HOC) Results
Variable
Indicator
Outer
Loading
Cronbach
’s Alpha
Composite
Reliability
BIRD
Customer
Engagement
(X1)
Customer
satisfaction
(Y1)
0,650
0,711
0,835
0,631
Customer
commitment
(Y2)
0,858
Customer
trust (Y3)
0,858
Customer
Experience
(X2)
Sensorik
(Y4)
0,788
0,743
0,836
0,561
Affection
(Y5)
0,752
Behavioural
(Y6)
0,767
Intelektual
(Y7)
0,684
Customer
Loyalty (X3)
Price
perception
(Y8)
0,782
0,723
0,843
0,642
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Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 7, July 2024 3464
Based on Table 4, shows that the factor loading value of all indicators in the second
stage of latent variable development is > 0.5, confirming that all indicators are valid. The
latent variables Y2 and Y3 had the highest average factor loading value (0.858),
indicating the strongest relationship with the customer engagement variable or as the best
indicator to measure customer engagement. The latent variable of customer experience
builder (X2) also had a factor loading value of > 0.5, with the latent variable Y4 (0.788)
having the highest average factor loading value, indicating a strong relationship with
customer experience. The latent variable that builds customer loyalty (X3) is also valid
with a factor loading value of > 0.5, and the latent variable Y9 (0.831) has the highest
average factor loading value, indicating the strongest relationship with customer loyalty.
Then the validity of discrimination with the Fornell Larcker Criterion and
Heterotrait-Monotrait (HTMT) is also carried out in the second stage of calculation.
Table 5
Validity of Discrimination
Based on Table 5, each latent variable has a latent square root of AVE > other
square roots of AVE. For example, customer engagement (X1; 0.795), customer
engagement (X2; 0.749), customer engagement (X3; 0.801), and sales achievement (X4;
1). In addition, the HTMT value of all latent variables < 0.9, indicates that all of these
variables are valid in the context of the validity of discrimination.
Analisa Inner Model
The inner model is a structural model for predicting causal relationships between
latent variables. The feasibility of the inner model itself is carried out by measuring the
feasibility of the model or goodness of fit. The goodness of fit measures used are R-
square, SRMR, and NFI. The assessment of the magnitude of diversity can be explained
by exogenous factors to endogenous variables in the model or R-Square, because the
indicator is built more than 1, so the adjusted R-Squared size is used. A model is
considered feasible if the R square is> 0.1.
Return form
(Y9)
0,831
Satisfaction
(Y10)
0,790
Revenue (x4)
1
1
1
1
Validity of Fornell Larcker Discrimination
X1
X2
X3
X4
X1
0,795
X2
0,425
0,749
X3
0,476
0,513
0,801
X4
0,547
0,696
0,627
1
Validity of HTMT Discrimination
X1
X2
0,550
X3
0,636
0,676
X4
0,626
0,781
0,789
The Influence of Customer Engagement, Customer Loyalty and Customer Experience on Sales
Achievement (Kasus: Imunicare by Bio Farma)
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 7, July 2024 3465
Table 6. R-Square
R Square
R Square Adjusted
Model
Qualification
X4. Income
0,617
0,609
Fulfilled
Saturated
Model
Estimated Model
SUMMER
0,09
0,09
Fulfilled
NFI
0,733
0,733
Unfulfilled
Based on Table 6, R-squared adjusted shows a > value of 0.1, indicating that the
variation in the latent variable has been well explained by the model. This model can be
considered feasible because other exogenous variables can explain customer satisfaction
by 74.3%. In addition, the feasibility evaluation of the model uses two additional
parameters, namely NFI (Normed Fit Index) with a > value of 0.8, and SRMR
(Standardized Root Mean Square) with a feasibility value of < 0.1. Based on Table 6, the
overall SRMR of the model shows an absolute value of 0.09, indicating that the model as
a whole is feasible in terms of both absolute and incremental feasibility. Therefore, the
model analysis can be continued to check the hypothesis.
Latent Variable Influence Analysis
The trajectory model of the second stage in this study contains four assumptions
based on the direct influence of each latent variable and the simultaneous influence
between these latent variables. This trajectory model was evaluated for hypothesis testing
using a complete bootstrapping method with 5000 sub-samples. The assumption that the
influence has significance can be stated if the p-value of the t-statistic test is less than
0.05.
Based on the testing of the relationship between the variables that have been carried
out, the results of the test show that all hypotheses of this study are accepted. The
researcher then described the findings of the study as follows:
1. The effect of customer engagement on customer satisfaction, commitment, and trust
values.
Customer engagement refers to the level of participation and relationship of an
individual with a company's offer or activity, regardless of who initiates the interaction,
be it the customer or the company (Mada, 2020). This variable is explained by 14
indicators, where in this study, the indicator of customer trust in Bio Farma during a visit
is the one that best reflects customer engagement. The results show that customer
engagement has a positive influence and a direct relationship with customer satisfaction,
commitment, and trust, so the first to the third hypothesis is acceptable. The higher the
customer's trust in the company, the more satisfied and committed the customer will be
to continue to contact or use the company's products.
This finding is in line with Sanaji's (2015) research, which states that the better the
relationship/engagement between the customer and the company, the more satisfied the
Edwin Rukmansyah
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 7, July 2024 3466
customer is. Customers tend to trust the company more because of the mutually beneficial
relationship. Customers feel confident in the reliability, consistency of capabilities, and
integrity that the company has. Another study by Roushdy & Ali (2017) shows that all
dimensions of customer engagement have a significant and positive influence on
consumer equity in making purchases. Long-term assets with consumers are based on
relationships that are both established from the beginning and lasting (Ho & Chung,
2020).
2. The influence of customer experience on sensory, affective, behavioural, and
intellectual values.
Customer experience is the result of physical or psychological interactions between
consumers and products or services that have been purchased, companies, or other parts
of the organization, which cause reactions in the form of feelings, knowledge, or the
desire to act (Hasniati, Indriasar, & Sirajuddin, 2021). This variable is explained by 12
indicators, where in this study, the Imunicare brand gives a strong visual impression as
the indicator that best reflects customer experience. The results showed that customer
experience had a positive influence and a direct relationship with sensory, affective,
behavioural, and intellectual, so the fourth to seventh hypothesis was acceptable. The
higher the customer's sensory value towards the Imunicare brand, the more positive the
customer's impression of the brand increases.
These findings are in line with research by (Ahn & Back, 2018), which states that
customers are more engaged when they experience fun, exhilarating, and exciting
encounters with the company, thus strengthening the customer's emotional bond with the
brand. A good and memorable experience through the five senses will make customers
feel satisfied, so they will be interested in using or buying the product again. Another
study by Syahid et al. (2014) shows that if customers get a positive experience, then there
will be a desire to buy, which at the same time will affect the customer's behavioural
intention.
3. The influence of customer loyalty on satisfaction value, price perception, and return
schemes.
Customer loyalty is a strong commitment to purchasing and supporting a chosen
product or service in the future, although situational effects and marketing efforts can
encourage customers to switch (Oplatka & Hemsley-Brown, 2021). This variable is
explained by 7 indicators, where in this study, the Imunicare brand that always provides
solutions to customer problems is the indicator that best reflects customer loyalty. The
results show that customer loyalty has a positive influence and a direct relationship with
satisfaction, price perception, and return policy, so the eighth to tenth hypothesis is
acceptable. The higher customer satisfaction with the Imunicare brand in providing
solutions, the more positive customer impressions of the brand will increase.
The results of this finding are in line with the research of (Masitoh, Wibowo, &
Ikhsan, 2019), which stated that customer loyalty is influenced by customer trust and
satisfaction with the brand. The greater the customer's trust, the higher the customer's
loyalty. Thus, the higher the quality of service, the more satisfied the customer is, which
The Influence of Customer Engagement, Customer Loyalty and Customer Experience on Sales
Achievement (Kasus: Imunicare by Bio Farma)
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 7, July 2024 3467
in turn increases their trust and loyalty. The quality of service can also affect the
percentage of returns by customers. Returns/returns of goods can occur due to customer
error when purchasing, damaged goods during delivery, or goods exchanged with other
customers' orders, all of which are related to customer complaints (Marjani & Sutisna,
2019). Research by (Putra, Rudiansyah, Darmawan, Mardikaningsih, & Sinambela, 2022)
shows that price perception can affect customer loyalty, customers will not consider other
products at low prices attractive if the product in question has more benefits that are felt.
Conclusion
Based on the results of the study, it can be concluded that the factors of satisfaction,
trust, commitment, sensory, affection, behavioural, intellectual, brand satisfaction, price
perception, and return scheme have a positive and significant influence on customer
engagement, experience, and loyalty to the Bio Farma company and Imunicare brand
products. These variables influence each other in achieving an increase in sales and
company revenue. The results also show that the specific indicators of each variable can
reflect different relationships depending on the type of customer observed.
The implications of this study suggest that companies in the pharmaceutical
industry need to focus on building and maintaining customer trust in the company and its
products as the key to increasing customer participation. This can be achieved by
maintaining product quality, improving the visual impression of the product, and
consistently providing effective solutions to problems faced by customers, to maintain
customer loyalty to their products.
Edwin Rukmansyah
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 7, July 2024 3468
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