PENGARUH FIRST-PARTY COOKIES DAN RELEVANSI IKLAN YANG DIPERSONALISASI TERHADAP CUSTOMER RETENTION PADA PENGGUNA E-COMMERCE DI INDONESIA - churin in; ade taruna wijaya (Universitas Islam Balitar, 2025)
Penelitian ini bertujuan menganalisis pengaruh kualitas data first-Party Cookies dan relevansi iklan personalisasi terhadap Customer Retention pada pengguna e-commerce di Indonesia. Latar belakang penelitian didorong oleh perubahan regulasi privasi global yang membatasi penggunaan third-party cookies sehingga meningkatkan nilai strategis first-Party Cookies dalam pemasaran digital. Penelitian menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner daring kepada 120 pengguna aktif e-commerce yang pernah menerima iklan personalisasi, diikuti uji validitas, reliabilitas, serta analisis regresi linear berganda. Hasil penelitian menunjukkan bahwa kualitas data first-Party Cookies berpengaruh positif dan signifikan terhadap Customer Retention, karena data yang akurat membantu platform memahami kebutuhan pengguna dengan lebih tepat. Selain itu, relevansi iklan personalisasi terbukti memiliki pengaruh yang lebih kuat dibandingkan kualitas data, menandakan bahwa pengguna lebih merespons konten yang relevan, tidak mengganggu, dan sesuai minat mereka. Secara simultan, kedua variabel menjelaskan lebih dari setengah variasi retensi pelanggan, yang menunjukkan bahwa strategi retensi efektif memerlukan integrasi antara kualitas data internal dan personalisasi iklan yang tepat sasaran. Temuan ini menegaskan bahwa strategi berbasis first-party data dan iklan relevan menjadi kunci dalam mempertahankan pelanggan di tengah persaingan e-commerce yang semakin kompetitif di Indonesia. This study aims to examine the influence of first-party cookie data quality and personalized advertising relevance on Customer Retention among e-commerce users in Indonesia. This research is driven by global privacy regulations that increasingly restrict third-party cookies, making first-Party Cookies a crucial resource for digital marketing strategies. A quantitative approach was applied by distributing an online questionnaire to 120 active e-commerce users who had previously received personalized advertising, followed by validity and reliability testing and multiple linear regression analysis. The findings indicate that the quality of first-party cookie data has a positive and significant effect on Customer Retention, as accurate and updated data enable platforms to better understand user needs. Furthermore, personalized advertising relevance demonstrates a stronger influence than data quality, suggesting that users respond more positively to ads that are meaningful, non-intrusive, and aligned with their interests. Simultaneously, both variables explain more than half of the variation in Customer Retention, implying that effective retention strategies require the integration of high-quality data management with precise and relevant ad personalization. Overall, the results confirm that first-party-data-driven strategies combined with relevant personalized advertising are essential for maintaining customer loyalty within Indonesia’s highly competitive e-commerce environment