PENGARUH RELATIONSHIP MARKETING TERHADAP CUSTOMER LOYALTY DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING PADA PT. MITRA PINASTHIKA MUSTIKA

David Rivaldi(1*),


(1) 
(*) Corresponding Author

Abstract


Penelitian membahas pengaruh relationship marketing terhadap customer loyatly dengan customer satisfaction sebagai variabel intervening di PT Mitra Pinasthika Mustika Surabaya. Sampel penelitian ini berjumlah 100 responden pelanggan PT Mitra Pinasthika Mustika yang memiliki motor Honda dan mengetahui atau memakai One Heart Privillage Card. Pengukuran dilakukan dari variabel relationship marketing (X1) dengan indikator Financial Benefit, Social Benefit, Structural Ties , variabel customer satisfaction (Y2) dengan indikator Fulfillment, Pleasure, Ambivalance, sedangkan customer loyalty (Y1) memiliki indikator Word of Mouth, Future Purchase Intention dan Price sensitive, hasil penelitian menunjukkan: (1) relationship marketing berpengaruh signifikan terhadap customer satisfaction; (2) relationship marketing berpengaruh signifikan terhadap customer loyalty; (3) customer satisfation berpengaruh signifikan terhadap customer loyalty.  

 


Keywords


Relationship Marketing, Customer Satisfaction, Customer Loyalty

Full Text:

Untitled

References


Ajeng, I., & Muryati, Y. (n.d.). Dan Nilai Pelanggan, 151–159.

Amin, M. (2016). Internet banking service quality and its implication on e-customer satisfaction and e-customer loyalty. International Journal of Bank Marketingnk, 34(3), 280–306. https://doi.org/10.1108/IJBM-10-2014-0139

Amstrong, Gary. & Philip Kotler. 1996. Dasar-dasar Pemasaran. Jilid 1. Alih Bahasa Alexander Sindoro dan Benyamin Molan. Prenhalindo. Jakarta.

Chadhiq, U., Fakultas, D., & Unwahas, E. (n.d.). CUSTOMER RELATIONSHIP MANAGEMENT ( CRM ) : PILIHAN, 1–14.

Chan, Syafruddin. 2003. Relationship Marketing : Inovasi Pemasaran yang Membuat Pelanggan Bertekuk Lutut, PT. Gramedia Pustaka Utama, Jakarta.

Evans, Joel R and Laskin, Richard L, 1994, “The Relationship Marketing Process: A Conceptualization and Application,” Industrial Marketing Management 23

Garbarino dan Johnson, 1999. The Different Roles of satisfaction. Journal of Marketing, April 1999.

Gifano, A. (2012). Pengaruh CRM terhadap Loyalitas Pelanggan (Studi pada Program Garuda Frequent Flyer pada Maskapai Penerbangan Garuda Indonesia di Jakarta).

Griffin, J. (1997). Customer Loyalty. Home Office Computing, 75(1), 18–24. Retrieved from http://proquest.umi.com/pqdweb?Did=000000010590442&Fmt=3&Deli=1&Mtd=1&Idx=2&Sid=5&RQT=309

Halimi, A. B., Chavosh, A., & Choshali, S. H. (2011). The Influence of Relationship Marketing Tactics on Customer ’ s Loyalty in B2C Relationship – the Role of Communication and Personalization. European Journal of Economics, Finance and Administrative Sciences, 31(31), 49–56. https://doi.org/http://ssrn.com/abstract=1985284

Hindarto, P. D. (2010). Hubungan Relationship Marketing Dengan Loyalitas Pelanggan Ritel, 41–46.

Ilmu, J. (2014). Pengaruh Customer Relationship Management Terhadap, 3(8).

Jones, M. A., Reynolds, K. E., Arnold, M. J., Gabler, C. B., Gillison, S. T., & Landers, V. M. (2015). Exploring consumers’ attitude towards relationship marketing. Journal of Services Marketing, 29(3), 188–199. https://doi.org/10.1108/JSM-04-2014-0134

Kocoglu, D., & Kirmaci, S. (2012). Customer relationship management and customer loyalty; a survey in the sector of banking. International Journal of Business and Social Science, 3(3), 282–292.

Long, C. S., Khalafinezhad, R., Ismail, W. K. W., & Rasid, S. Z. A. (2013). Impact of CRM factors on customer satisfaction and loyalty. Asian Social Science, 9(10), 247–253. https://doi.org/10.5539/ass.v9n10p247

Lusk, Jayson L., Leatta McLaughlin, Sara R. Jaeger (2007), Strategy and response to

purchase intention questions, Marketing Letters, Vol. 18

Ndubisi, Nelson O. 2007. “Relationship Marketing and Customer Loyalty”.Marketing Intelligence and Planning. Vol 25. No.1. pg 98 – 106.

Pi, W.-P., & Huang, H.-H. (2011). Effects of Promotion on Relationship Quality and Customer Loyalty in the Airline Industry : The Relationship Marketing Approach. African Journal of Business Management, 5(11), 4403–4414. https://doi.org/10.5897/AJBM10.1426

Ramaj, A., & Ismaili, R. (2015). Customer Relationship Management, Customer Satisfaction and Loyalty. Academic Journal of Interdisciplinary Studies, 4(3), 594–599. https://doi.org/10.5901/ajis.2015.v4n3s1p594

Rizan, M., Warokka, A., & Listyawati, D. (2014). Relationship Marketing and Customer Loyalty: Do Customer Satisfaction and Customer Trust Really Serve as Intervening Variables? Journal of Marketing Research and Case Studies, 2014, 1–12. https://doi.org/10.5171/2014.724178

Saifullah Hassan, R., Nawaz, A., Lashari, M. N., & Zafar, F. (2015). ScienceDirect Effect of Customer Relationship Management on Customer Satisfaction. Procedia Economics and Finance, 23(October 2014), 563–567. https://doi.org/10.1016/S2212-5671(15)00513-4

Seyed Shahin Sharifi, M. R. E. (2014). The impacts of relationship marketing on cognitive dissonance, satisfaction, and loyalty The mediating role of trust and cognitive dissonance. International Journal of Retail & Distribution Management, 42(6), 553–575. https://doi.org/http://dx.doi.org/10.1108/09564230910978511

Shaon, S., & Rahman, M. (2015). A Theoretical Review of CRM Effects on Customer Satisfaction and Loyalty. Central European Business …, 4(1), 23–36. Retrieved from http://search.proquest.com/openview/4f1883dd7537944ccd7953d2a8e5d042/1?pq-origsite=gscholar

Siddiqi, K. O. (2011). Interrelations between service quality attributes,customer satisfaction and customer loyalty in the retail banking sector in Bangladesh. International Journal of Business and Management, 6(3), 12–36.

Velnampy, and Sivesan, S. 2012. Customer Relationship Marketing and Company Satisfaction A Study On Mobile Service Providing Company In Srilanka. Global Journal Inc. Vol. 12 (18) 2012.


Refbacks

  • There are currently no refbacks.