Pengaruh Relationship Marketing terhadap Loyalitas Konsumen pada Rafins Indonesia
DOI:
https://doi.org/10.35870/emt.v8i1.1909Keywords:
Relationship Marketing, Customer Loyalty, Trust, Commitment, Communication, Handling ProblemsAbstract
This research aims to identify the relationship between marketing variables and marketing indicators, namely Trust, Commitment, Communication, and Problem Solving and analyze the impact of this relationship on customer loyalty at Rafins Indonesia. This research is quantitative and uses associative methodology. The population of this study was followers of the Instagram account @rafinsindonesia, totaling 1,342 followers, while the sample consisted of 93 respondents who were Instagram followers of Rafins Indonesia. The sampling technique used is probabilistic sampling, with data sources from primary data and secondary data. Questionnaires and interview methods were used to collect the data required in this investigation, using the Likert scale as the main data collection technique. Research findings show that alpha values are in the range of 0.001 to 0.05, indicating increased customer loyalty through Relationship Marketing strategies. In addition, the estimated t value—8.279, is greater than the t table value of 1.986—resulting in rejection of H0 and acceptance of Ha. This means that the pillars of Relationship Marketing such as commitment, communication, and dispute resolution have a positive and significant influence on customer loyalty at Rafins Indonesia.
Downloads
References
Anggraini, D. (2015). Pengaruh Customer Relationship Management Terhadap Loyalitas Pelanggan. Universitas Lampung.
Chan, S. (2003). Relationship Marketing: Inovasi Pemasaran yang Membuat Pelanggan Bertekuk Lutut. Jakarta: PT. Gramedia Pustaka Utama.
Chandra, G. (2001). Strategi Program Pemasaran. Yogyakarta: Andi.
Ghozali, I. (2011). Aplikasi Analisis Multivariate dengan Program IBM.
Griffin, J. (2005). Customer Loyalty Menumbuhkan dan Mempertahankan.
Hadyan, Z. (2017). Pengaruh Customer Relationship Marketing, Kepercayaan, dan Kepuasaan terhadap Loyalitas Pelanggan (Studi Kasus pada Natasha Skin Care di Kudus). Journal of Chemical Information and Modeling.
Hindarto, P. D. (2013). Hubungan relationship marketing dengan loyalitas pelanggan ritel. Jurnal JIBEKA, Vol. 7, No 3 Agustus 2013, 41-46.
Hunt, R. M. (1994). The Commitment - Trust Theory Of Relationship Marketing. Journal of Marketing, Vol. 58, July 1994, 20-38.
Indrayani, I. T. (2016). Pengaruh Relationship Marketing terhadap Loyalitas Pelanggan Speedy PT. Telekomunikasi Indonesia (Telkom), Tbk Kandatel Sumbar. Jurnal Benefita.
Kusniadji, S. (2016). Strategi Komunikasi Pemasaran dalam Kegiatan Pemasaran Produk Customer Goods (Studi Kasus pada PT Expand Berlian Mulia Di Semarang). Jurnal Komunikasi.
Laely, N. (2016). Analisis Pengaruh Kepercayaan dan Harga Terhadap Loyalitas Pelanggan Dimediasi Kepuasan.
Murti, S. H. (1994). Pengaruh Dimensi Relationship Marketing terhadap Loyalitas Pelanggan. Management Analisys Journal, 20-38.
Ndubisi, N. (2007). Relationship Markeitng and Customer Loyalty. Marketing Intelligence and Planning, Vol 25, No1 2007, 98-106.
Putri, Y. (2017). Pengaruh kualitas pelayanan terhadap loyalitas pelanggan dengan kepuasan sebagai variabel intervening (Studi persepsi pada pelanggan Dian Comp AMbarawa). Among Makarti, 10, 70-90.
Sivesan. (2012). Impact of Relationship Marketing on Customer Loyalty on Banking Sectors. Journals of South Academic Research, Volume 2, Issue 3.
Rully, I., & Yaniawati, P. (2017). Metodologi Penelitian, Edisi Revi. Bandung: PT. Refika Aditama.
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Arinda Triana
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
