PENGARUH RELATIONSHIP MARKETING DAN LOYALITAS PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MIXUE MAKASSAR
Keywords:
Relationship marketing, customer loyalty, consumer purchasing decisions, Mixue, MakassarAbstract
This research aims to see the influence between relationship marketing and customer loyalty on Mixue consumer purchasing decisions in the city of Makassar. This research took a sample of 50 people using the convenience sampling method from Mixue consumers in the city of Makassar. The data was then analyzed using statistical data analysis techniques using the SmartPLS version 4 application. From the research results it was found that Relationship marketing did not affect the purchasing decisions of Mixue consumers in the city of Makassar. Service quality has a positive and significant effect on Mixue consumer purchasing decisions in the city of Makassar. Based on these results, the author suggests that Mixue be able to handle consumer complaints better and create customer loyalty so that they do not lose out in today's increasingly fierce competition.References
J. B. Halik, D. Anggraece, S. Parawansa, and I. Sudirman, “Implications of IT Awareness and Digital Marketing to Product Distribution on the Performance of Makassar SMEs,” vol. 7, pp. 105–116, 2023, doi: 10.15722/JDS.21.07.202307.105.
I. W. M. Semaranata and N. L. W. S. Telagawathi, “Pengaruh Relationship Marketing Dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Simpati Di Kota Singaraja,” Bisma J. Manaj., vol. 8, no. 1, pp. 63–71, 2022.
O. Setiawan et al., “Pengaruh Kualitas Produk, Harga, Relationship Marketing terhadap Keputusan Pembelian Produk di PT Asaba Pekanbaru,” Manag. Stud. Entrep. J., vol. 1, no. 1, pp. 64–77, 2019, [Online]. Available: http://journal.yrpipku.com/index.php/msej
Tjiptono and Fandy, Strategi Pemasaran, Edisi ke-2. YOGYAKARTA : ANDI OFFSET, 2004.
P. Yosevina Purba, N. Katharina, R. Govindo, and R. Gunawan, “Pengaruh promosi, harga dan loyalitas pelanggan terhadap keputusan pembelian produk minyak gemuk di PT. Cipta Sarana Jaya Abadi,” J. Paradig. Ekon., vol. 16, no. 4, pp. 785–798, 2021, doi: 10.22437/jpe.v16i4.13077.
Kotler & Keller, Manajemen Pemasaran, XIII. Jakarta: Erlangga, 2009.
E. rahmi Elvi and N. P. Nainggolan, “Pengaruh Relationship Marketing, Perceived Quality dan Servicescape Terhadap Loyalitas Pelanggan De’ Kampung Cafe,” eCo-Buss, vol. 5, no. 3, pp. 946–959, 2023, doi: 10.32877/eb.v5i3.632.
R. Nurbakti, M. Beddu, and M. R. G. Runtu, “Pengaruh Relationship Marketing Dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan PT JNE Express Cabang Makassar,” J. Kewirausahaan, vol. 8, no. 3, pp. 234–241, 2022, [Online]. Available: http://www.journal.stieamsir.ac.id/index.php/man/article/view/78
N. O. Ndubisi, “Relationship marketing and customer loyalty,” Mark. Intell. Plan., vol. 25, no. 1, pp. 98–106, 2007, doi: 10.1108/02634500710722425.
E. H. Patandean, “The Influence of Digital Marketing and Campus Image on Student Decisions to Choose to Study at UKI Paulus Makassar,” J. Entrep. BUSINESS, Manag., vol. 1, no. 2, pp. 367–377, 2023, doi: 10.37531/jebm.v1i2.53.
J. B. HALIK, N. NURLIA, and I. F. LATIEP, “ANALISIS STRATEGI PEMASARAN DALAM MENINGKATKAN JUMLAH KOSUMEN DI MAKASSAR COFFEE HOUSE ( MCH ),” J. Mark. Manag. Innov. Bus. Rev., vol. 01, no. 1, pp. 48–60, 2023, [Online]. Available: https://ojsapaji.org/index.php/mariobre/article/view/163
C. J. Mongan, A. Sapan, and N. Monda, “The Influence Of Financial Literacy And Lifestyle On Decisions To Take Credit At PT. BPR Hasamitra Makassar,” J. Entrep. BUSINESS, Manag., vol. 1, no. 2, pp. 76–89, 2023, doi: 10.37531/jebm.v1i2.45.
F. Susanto and H. Semuel, “Pengaruh Relationship Marketing Terhadap Loyalitas Pelanggan Pt Mitra 10 Surabaya,” J. Manaj. Pemasar., vol. 1, no. 1, pp. 1–15, 2013.
P. Kotler, Manajemen Pemasaran, 12th ed. PT. INDEKS, 2018.
Sangadji, Etta Mamang, and Sophia, Perilaku Konsumen. Yogyakarta : Andi, 2014.
J. Halik, M. Halik, N. Nurlia, H. Hardiyono, and I. Alimuddin, “The Effect of Digital Marketing and Brand Awareness on the Performance of SMEs in Makassar City,” 2021, doi: 10.4108/eai.4-11-2020.2304613.
P. Kotler and G. Armstrong, Dasar-dasar Pemasaran, 9th ed. Jakarta: Indeks, 2003.
Sugiono, Metodologi Penelitian Administrasi, Edisi Kedu. Bandung: CV.Alfa Beta, 1999.
Sugiyono, Memahami Penelitian Kualitatif. Bandung: ALFABETA, 2007.
U. Sekaran, Research Methods for Business, 3rd Editio. Illinois: Southern Illinois University, 1992.
R. Susilana, “Metode Penelitian Sosial Kuantitatif,” J. Vis. Lang. Comput., vol. 11, no. 3, pp. 287–301, 2015.
Ghozali and Latan, Partial Least Squares, Konsep Teknik dan Aplikasi Menggunakan Program SmartPLS 3.0, 2nd ed., vol. 1. Semarang: Badan Penerbit Universitas Diponegoro, 2015.
S. Haryono, “Metode SEM untuk penelitian manajemen dengan AMOS LISREL PLS,” Luxima Metro Media, vol. 450, 2017.
L. Alrubaiee and N. Al-Nazer, “Investigate the Impact of Relationship Marketing Orientation on Customer Loyalty: The Customer’s Perspective,” Int. J. Mark. Stud., vol. 2, no. 1, pp. 155–174, 2010, doi: 10.5539/ijms.v2n1p155.
