THE INFLUENCE OF RELATIONSHIP MARKETING AND CUSTOMER LOYALTY ON MAKASSAR MIXUE CONSUMER PURCHASING DECISIONS
Abstract
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
Alrubaiee, L., & Al-Nazer, N. (2010). Investigate the Impact of Relationship Marketing Orientation on Customer Loyalty: The Customer’s Perspective. International Journal of Marketing Studies, 2(1), 155–174. https://doi.org/10.5539/ijms.v2n1p155
Elvi, E. rahmi, & Nainggolan, N. P. (2023). Pengaruh Relationship Marketing, Perceived Quality dan Servicescape Terhadap Loyalitas Pelanggan De’ Kampung Cafe. ECo-Buss, 5(3), 946–959. https://doi.org/10.32877/eb.v5i3.632
Ghozali, & Latan. (2015). Partial Least Squares, Konsep Teknik dan Aplikasi Menggunakan Program SmartPLS 3.0 (2nd ed., Vol. 1). Badan Penerbit Universitas Diponegoro.
HALIK, J. B., NURLIA, N., & LATIEP, I. F. (2023). ANALISIS STRATEGI PEMASARAN DALAM MENINGKATKAN JUMLAH KOSUMEN DI MAKASSAR COFFEE HOUSE ( MCH ). Journal of Marketing Management and Innovative Business Review, 01(1), 48–60. https://ojsapaji.org/index.php/mariobre/article/view/163
HALIK, J. B., PARAWANSA, D. A. S., SUDIRMAN, I., & JUSNI, J. (2023). Implications of IT Awareness and Digital Marketing to Product Distribution on the Performance of Makassar SMEs TT - Implications of IT Awareness and Digital Marketing to Product Distribution on the Performance of Makassar SMEs. 유통과학연구(JDS), 21(7), 105–116. https://doi.org/10.15722/jds.21.07.202307.105
Halik, J., Halik, M., Nurlia, N., Hardiyono, H., & Alimuddin, I. (2021). The Effect of Digital Marketing and Brand Awareness on the Performance of SMEs in Makassar City. ICONEBS 2020: Proceedings of the First International Conference on Economics, Business and Social Humanities, 84. https://doi.org/10.4108/eai.4-11-2020.2304613
Haryono, S. (2017). Metode SEM Untuk Penelitian Manajemen dengan AMOS Lisrel PLS (I). Luxima Metro Media.
Kotler & Keller. (2009). Manajemen Pemasaran (XIII). Erlangga.
Kotler, P. (2018). Manajemen Pemasaran (J. Purba (ed.); 12th ed.). PT. INDEKS.
Kotler, P., & Armstrong, G. (2003). Dasar-dasar Pemasaran (9th ed.). Indeks.
Latiep, I. F., Madjid, B., & Halik, J. B. (2023). PENERAPAN KONSEP KAIZEN DALAM UPAYA PENINGKATAN BRAND AWARENESS PADA UNIVERSITAS MEGAREZKY. Accounting Profession Journal (Apaji), 5(2), 168–178. https://www.ojsapaji.org/index.php/apaji/article/view/120
Mongan, C. J., Sapan, A., & Monda, N. (2023). The Influence Of Financial Literacy And Lifestyle On Decisions To Take Credit At PT. BPR Hasamitra Makassar. JOURNAL OF ENTREPRENEUR, BUSINESS, AND MANAGEMENT, 1(2), 76–89. https://doi.org/10.37531/jebm.v1i2.45
Ndubisi, N. O. (2007). Relationship marketing and customer loyalty. Marketing Intelligence and Planning, 25(1), 98–106. https://doi.org/10.1108/02634500710722425
Patandean, E. H. (2023). The Influence of Digital Marketing and Campus Image on Student Decisions to Choose to Study at UKI Paulus Makassar. JOURNAL OF ENTREPRENEUR, BUSINESS, AND MANAGEMENT, 1(2), 367–377. https://doi.org/10.37531/jebm.v1i2.53
Sangadji, Etta Mamang, & Sophia. (2014). Perilaku Konsumen. Yogyakarta : Andi.
Sekaran, U. (1992). Research Methods for Business (3rd Editio). Southern Illinois University.
Semaranata, I. W. M., & Telagawathi, N. L. W. S. (2022). Pengaruh Relationship Marketing Dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Simpati Di Kota Singaraja. Bisma: Jurnal Manajemen, 8(1), 63–71.
Setiawan, O., Simorangkir, E. S., Astri, D., Purwati, A., Tinggi, S., Ekonomi, I., & Indonesia, P. (2019). Pengaruh Kualitas Produk, Harga, Relationship Marketing terhadap Keputusan Pembelian Produk di PT Asaba Pekanbaru. Management Studies and Entrepreneurship Journal, 1(1), 64–77. http://journal.yrpipku.com/index.php/msej
Sugiono. (1999). Metodologi Penelitian Administrasi (Edisi Kedu). CV.Alfa Beta.
Sugiyono. (2007). Memahami Penelitian Kualitatif. ALFABETA.
Susanto, F., & Semuel, H. (2013). Pengaruh Relationship Marketing Terhadap Loyalitas Pelanggan Pt Mitra 10 Surabaya. Jurnal Manajemen Pemasaran, 1(1), 1–15.
Susilana, R. (2015). Metode Penelitian Sosial Kuantitatif. Journal of Visual Languages & Computing, 11(3), 287–301.
Tjiptono, & Fandy. (2004). Strategi Pemasaran, Edisi ke-2. YOGYAKARTA : ANDI OFFSET.
Yosevina Purba, P., Katharina, N., Govindo, R., & Gunawan, R. (2021). Pengaruh promosi, harga dan loyalitas pelanggan terhadap keputusan pembelian produk minyak gemuk di PT. Cipta Sarana Jaya Abadi. Jurnal Paradigma Ekonomika, 16(4), 785–798. https://doi.org/10.22437/jpe.v16i4.13077
DOI: https://doi.org/10.37531/jebm.v1i3.79
Refbacks
- There are currently no refbacks.
Copyright (c) 2023 Journal of Entrepreneur, Business and Management
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
| Journal of Entrepreneur, Business and Management |
| Journal of Entrepreneur, Business and Management (jebm), with registered number ISSN 2987-5331 (Online), is published by Entrepreneurship Undergraduate Program at Amkop Business School (STIE Amkop). The content of this website is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License |
Journal of Entrepreneur, Business and Management
