Pengaruh Relationship Marketing Terhadap Customer Loyalty dengan Dimediasi oleh Customer Satisfaction pada PT. Unilever
Keywords:
Relation Marketing, Customer Satisfaction, Customer Loyalty
Abstract
Persaingan bisnis semakin ketat sebagai akibat mekanisme global perdagangan dunia melalui penawaran beragam produk sejenis guna mempertahankan loyalitas pelanggan dengan tetap memberi nilai kepuasan kepada para pelanggan. Timbulnya persaingan ketat dan keharusan dalam mempertahankan loyalitas pelanggan khususnya akibat pandemi covid-19 merupakan fenomena yang melatarbelakangi penelitian sehingga tujuan penelitian ini untuk menganalisa pengaruh variabel relationship marketing(X) terhadap variabel customer loyalty (Y2) yang dimediasi oleh variabel customer satisfaction (Y1) pada PT Unilever. Sampel penelitian berjumlah 200 responden pelanggan produk Unilever khusus bidang homecare dengan pengambilan data secara purposive sampling di wilayah Kota Bandung – Indonesia. Hasil analisis statistik menggunakan uji ‘Sobel Test’, menyatakan bahwa relationship marketing dengan dimensi: customer expectation, building service partnership, empowering employees; memiliki pengaruh positif dan signifikan terhadap customer loyalty dengan dimediasi oleh customer satisfaction pada produk PT Unilever.
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References
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Saputri, Juwita, Fransisca Yaningwati dan Dahlan Fanani. (2013), “Pengaruh Implementasi Relationship Marketing Terhadap Loyalitas Pelanggan (Survei pada Nasabah PT. XXX Cabang Malang)”. Jurnal Fakultas Administrasi, Universitas Brawijaya. Malang.
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Tideswell, C. (2005), “Loyalty Behaviour And Relationship Commitment Towards Hotel Services Carmen Tideswell”, Southern Cross University, 80-86.
Umar, Husein. (2002), “Metodologi Penelitian Aplikasi dalam pemasaran”. edisi II, Jakarta: PT. Gramedia Pustaka Utama.
Wibowo, S. (2006), “Implementasi Releationship Marketing Pada Industri Hospitality”. Jurnal Utilitas, Vol 14 No 2, Juni, Hal 178-196.
Anwar. (2016), “Kajian Implementasi Relationship Marketing Terhadap Customer Loyalty (Kasus pada Fakultas Ekonomi Universitas Muhammadiyah Jember)”. Jurnal Manajemen Dan Bisnis Indonesia, 2(2):46- 57.
Arnould, E., Price, L., & Zinkhan, G. (2004), “Consumer 2nd ed. Boston”, Massachusetts: The McGraw-Hill Companies.
Barnes, J. G. (2010), “Secret of Customer Relationship Management”. Yogyakarta: Andi.
Deng, Z., Lu, Y., Wei, K. K, & Zhang, J. (2010), “Understanding customer satisfaction and loyalty:An empirical study of mobile instant messages in China. International Journal of Information Management”, 30 (4), 289-300.
Evans, Joel R and Laskin, Richard L. (1994), “The Relationship Marketing Process: A Conceptualization and Application”. Industrial Marketing Management 23.
Faris, Moh. Abdullah, et al. (2013), “Impact of Relationship Marketing Tactics (RMT’s) & Relationship Quality on Customer Loyalty: A Study within the Malaysian Mobile Telecommunication Industry”. INCOMaR 2013. Procedia - Social and Behavioral Sciences 130 (2014) 371 – 378.
Firdaus, Abdullah & Agnes Kanyan. (2013), “Managing relationship marketing in the food service industry”. Marketing Intelligence and Planning, Vol. 32 No.3, pp.293-310.
Fachrurazi, Meldra, D., Harto, B., & dkk. (2021). Pedoman Dasar & Konsep Kewirausahaan. Batam: Cendekia Mulia Mandiri.
Harto, B. (2019). Optimizing the Development of Rangicok Product Innovations in the Banjar Sub-district, Banjar City [Optimalisasi Pengembangan Inovasi Produk Rangicok di Kelurahan Banjar Kota Banjar]. Proceeding of Community Development (pp. 552-557). Jakarta: Sampoerna University.
Harto, B., Rozak, A., & Rukmana, A. Y. (2021). Strategi Marketing Belah Doeren Melalui Digital Marketing Terhadap. ATRABIS: Jurnal Administrasi Bisnis, 7(1), 67-74.
Hindarto, P. D. (2013), “Hubungan Relationship Marketing Dengan Loyalitas Pelanggan Ritel”. Jurnal JIBEKA Volume 7, No.3 Agustus 2013:41–46.
Koduah, Ernest Yaw Tweneboah & Farley, Augustine Yuty Duweh. (2016), “Relationship Between Customer Satisfaction and Customer Loyalty in The Retail Banking Sector of Ghana”. International Journal of Business and Management; Vol.11, No.1.
Kotler, Philip & Keller, Kevin Lane. (2012), “Manajemen Pemasaran”. Edisi 14 Jilid. Global Edition. Pearson Prentice Hall.
Octafilia, Yusnita & Mira Oktavia. (2018), “Analisis Pengaruh Relationship Marketing Terhadap Loyalitas Pelanggan Pada PT. Pangkalan Baru Indah Pekanbaru”. Journal of economic, business and accounting (COSTING). Vol.1 No.2, Juni 2018.
Rahmawati, Novia Y. (2016), “Pengaruh Relationship Marketing Terhadap Loyalitas Nasabah Pada PT. Bank Negara Indonesia (Persero) Tbk Cabang Malang”. Jurnal Fakultas Ekonomi dan Bisnis, Universitas Brawijaya. Malang.
Rivaldi, David & Samuel Hatane. (2017), Pengaruh Relationship Marketing Terhadap Customer Loyalty dengan Customer Satisfaction Sebagai Variabel Intervening Pada PT. Mitra Pinasthika Mustika. Penelitian Prodi Pemasaran, FE Univ.Kristen Petra. Surabaya.
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
Saputri, Juwita, Fransisca Yaningwati dan Dahlan Fanani. (2013), “Pengaruh Implementasi Relationship Marketing Terhadap Loyalitas Pelanggan (Survei pada Nasabah PT. XXX Cabang Malang)”. Jurnal Fakultas Administrasi, Universitas Brawijaya. Malang.
Sobel, M. E. (1982), “Asymptotic confidence intervals for indirect effect in structural equation models. In S. Leinhardt (Ed.)”, Sociological Methodology 1982 (pp. 290-312). Washington DC: American Sociological Association
Tangkilisan, Fendy G. (2013), “Relationship Marketing Pengaruhnya Terhadap Customer Loyalty Pada PT. Bank Perkreditan Rakyat Prisma Dana Manado”. Jurnal EMBA, Volume 1, No.4 Desember 2013:224-233.
Tideswell, C. (2005), “Loyalty Behaviour And Relationship Commitment Towards Hotel Services Carmen Tideswell”, Southern Cross University, 80-86.
Umar, Husein. (2002), “Metodologi Penelitian Aplikasi dalam pemasaran”. edisi II, Jakarta: PT. Gramedia Pustaka Utama.
Wibowo, S. (2006), “Implementasi Releationship Marketing Pada Industri Hospitality”. Jurnal Utilitas, Vol 14 No 2, Juni, Hal 178-196.
Published
2022-12-30
How to Cite
Abdul Rozak, Budi Harto, Rivaldi Arissaputra, & Khoirun Nisa. (2022). Pengaruh Relationship Marketing Terhadap Customer Loyalty dengan Dimediasi oleh Customer Satisfaction pada PT. Unilever. ATRABIS Jurnal Administrasi Bisnis (e-Journal), 8(2), 271-281. https://doi.org/10.38204/atrabis.v8i2.1093
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Articles
