The Role of Direct Marketing, Relationship Marketing, Purchasing Decisions on Consumer Loyalty in Micro-Scale Retail Business
DOI:
https://doi.org/10.61194/ijjm.v7i3.2303Keywords:
direct marketing, relationship marketing, consumer loyalty, purchase decision, retailAbstract
This study addresses the limited empirical understanding of how direct marketing and relationship marketing contribute to consumer loyalty in micro-scale retail businesses, particularly through the role of purchase decisions as a mediating mechanism. Focusing on minimarket-format micro retailers selling daily necessities in Jember Regency, East Java, the research aims to examine the direct and indirect effects of these marketing approaches on consumer loyalty. Data were collected from 270 consumers selected through purposive sampling and analyzed using Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) with AMOS. The findings indicate that both direct marketing and relationship marketing significantly influence purchase decisions, while only relationship marketing has a direct and significant effect on consumer loyalty; direct marketing affects loyalty indirectly through purchase decisions. Purchase decisions themselves significantly enhance consumer loyalty. These results provide context-specific evidence that clarifies how marketing practices shape loyalty formation in micro-scale retail settings and offer practical guidance for small retailers seeking to strengthen customer retention through targeted marketing strategies.
Downloads
References
Albérico, R. and C. J. A. (2023). RELATIONSHIP MARKETING AND CUSTOMER RETENTION - A SYSTEMATIC LITERATURE REVIEW. Studies in Business and Economics, 18(18), 44–66. https://doi.org/10.2478/sbe-2023-0044
Ashfia, S. A., Prihatini, A. E., Bisnis, D. A., & Diponegoro, U. (2024). Pengaruh Pemasaran Langsung Dan Harga Terhadap Keputusan Pembelian Produk Botol Minum Merek Tupperware. Jurnal Ilmu Administrasi Bisnis, 13(1), 221–231.
Badawi. (2024). Boosting customer loyalty through marketing distribution , customer experience management and customer relationship management Customer loyalty. International Scientific Journal about Logistics, 11(3), 441–449. https://doi.org/https://doi.org/10.22306/al.v11i3.530
Cevallos, S., Torres, K. D., Privada, U., & Norte, D. (2024). Relationship Marketing and Customer Loyalty : A Quantitative Analysis in the Retail Sector. 2024.
Christiarini, R., Putra, E. Y., & Batam, U. I. (2026). Purchase Intention Analysis in Augmented Reality Marketing : Ilomata International Journal of Management, 7(1), 296–317. https://doi.org/https://doi.org/10.61194/ijjm.v7i1.1949
Eagle, L. (2020). Personal Selling. A Reader in Marketing Communications, (2012), 178–198. https://doi.org/10.4324/9781003060420-8
Fandy, Tjiptono. (2019). Pemasaran Jasa: Prinsip, Penerapan, Penelitian. Andi, Jakarta.
Fatimah, F., & Hermawan, H. (2023). Effectiveness of Sharia Services and Buying Experience in Retail MSMEs Consumer Loyalty. IQTISHODUNA: Jurnal Ekonomi Islam, 12(2), 487–496. https://doi.org/10.54471/iqtishoduna.v12i2.2012
Fatimah, F., Suroso, I., Irawan, B., & Suryaningsih, I. B. (2024). The importance of retail behavior quality to maintain consumers’ loyalty: findings from Indonesian micro retail businesses. Innovative Marketing, 20(3), 288–300. https://doi.org/10.21511/im.20(3).2024.23
Ferdinand, A. T. (2019). Metode Penelitian Manajemen: Pedoman Penelitian untuk Skripsi, Tesis dan Disertai Ilmu Manajemen. Semarang: Badan Penerbit Universitas Diponegoro.
Fuadi, F., Susanto, B., & Aryana, I. N. R. (2022). Implementation of direct marketing in an effort to increase MICE customer loyalty. 1(1), 14–21.
Gultom, D. A. P., & Rohman, F. (2022). Pengaruh Relationship Marketing Terhadap Loyalitas Pelanggan. Jurnal Manajemen Pemasaran Dan Perilaku Konsumen, 1(3), 299–309. https://doi.org/10.21776/jmppk.2022.01.3.03
Hidayat, K., & Idrus, M. I. (2023). The effect of relationship marketing towards switching barrier , customer satisfaction , and customer trust on bank customers. Journal of Innovation and Entrepreneurship, 12(29), 2–16. https://doi.org/10.1186/s13731-023-00270-7
Hidayaty, N., Ginting, G., & Kurniawati, K. (2022). Pengaruh Relationship Quality, Brand Experience Dan Desain Produk Dengan Minat Beli Sebagai Variabel Intervening Terhadap Keputusan Pembelian Produk Peralatan Rumah Tangga. Jurnal Pendidikan Ekonomi (JURKAMI), 7(1), 138–156. https://doi.org/10.31932/jpe.v7i1.1515
Hyun, H., Kim, D., & Park, J. (2022). Direct and indirect effect of word- of-mouth with the moderation of ethnocentrism. 1990(2015). https://doi.org/10.1108/IJRDM-01-2022-0001
Joseph F. Hair, Jr., William C. Black, Barry J. Babin, & R. E. A. (2019). ultivariate Data Analysis: A Global Perspective. New York: Pearson Prentice Hall.
Kotler, P., & Amstrong, G. (2018). Prinsip-Prinsip Pemasaran. Erlangga.
Kotler, P. dan H. K. (2021). Marketing. John Wiley & Sons, Inc., Hoboken, New Jersey.
Kotler, Philip dan Keller, K. Lane. (2019). Manajemen Pemasaran. Edisi 12. Jilid 2. Jakarta: PT Indeks.
Kumaratih, B., Herning, K., & Sholahudin, M. (2024). The Effect of Relational Marketing on Customer Loyalty Through Satisfaction and Trust of Islamic Bank Savings Customers in Klaten City. Journal of Applied Business Administration, 8(7), 154–169.
Lestari, E. P., Handoyo, R. D., Ibrahim, K. H., Retnaningsih, T. K., Pradinda, E. L., Sarmidi, T., Rahmawati, Y., Kusumawardani, D., Haryanto, T., & Erlando, A. (2024). Small and medium industry export development strategy. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2338882
Martins, A., Hilton, K., Quaye, G., & Khalid, A. A. (2025). Relationship Marketing and Customer Loyalty: The Moderating Effect of Relationship Duration, Strength, and Intensity. Journal of African Business, 26(3), 578–593. https://doi.org/https://doi.org/10.1080/15228916.2024.2361506
Meriana, L. (2023). travel shopping application. 18(1), 276–292.
Mu, W. (2024). The impact of characteristic factors of the direct-to-consumer marketing model on consumer loyalty in the digital intermediary era. (March). https://doi.org/10.3389/fpsyg.2024.1347588
Oktavania, W. P. (2019). Pengaruh Pemasaran Langsung dan Promosi Penjualan Terhadap Keputusan Pembelian Produk Wardah Exclusive Matte Lip Cream Di Tokopedia. Expose: Jurnal Ilmu Komunikasi, 2(1), 27. https://doi.org/10.33021/exp.v2i1.543
Reni Anastasia; Noviantry Ruruk; Amir Jaya;Johannes Baptista Halik;Jerliyen Pramita Londong. (2023). PENGARUH RELATIONSHIP MARKETING DAN LOYALITAS PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MIXUE MAKASSAR. 5(2), 13–37.
Rubio, M., Jorge, A., & Langreo, L. (2024). How to improve market performance through competitive strategy and innovation in entrepreneurial SMEs. International Entrepreneurship and Management Journal, 20(3), 1677–1706. https://doi.org/10.1007/s11365-024-00947-9
Santosa, S., & Luthfiyyah, P. P. (2020). Pengaruh Komunikasi Pemasaran terhadap Loyalitas Pelanggan di Gamefield Hongkong Limited. Jurnal Bisnis Dan Pemasaran, 10(1), 1–7.
Sipos, N., Rideg, A., Sadik, A., Najjar, A., & Lukovszki, L. (2025). Resource based view of marketing innovation in SMEs : a multi country empirical analysis based on the global competitiveness project. Journal of Innovation and Entrepreneurship, 14(94), 2–24. https://doi.org/https://doi.org/10.1186/s13731-025-00573-x
Situmorang, I. R., & Gultom, P. (2025). THE IMPACT OF RELATIONSHIP MARKETING AND CUSTOMER EXPERIENCE ON CONSUMER PURCHASE DECISIONS IN. JOURNAL OF SOCIAL STUDIES, ARTS AND HUMANITIES (JSSAH), 05(02), 56–61. https://doi.org/https://doi.org/10.33751/jssah.v5i2.12846
Sivapalan, A., Shankar, A., Das, M., & Konalingam, K. (2022). How to Enhance Customer Loyalty to Retail Stores via Retail Service Quality Practices? A Moderated Mediated Mechanism. Services Marketing Quarterly, 43(4), 445–465. https://doi.org/https://doi.org/10.1080/15332969.2021.1997504
Suhardi, M. M., & Balqiah, T. E. (2024). The Role of Premium Services in Co-Creation Experience and Game Loyalty. Jurnal Organisasi Dan Manajemen, 20(2), 287–306. https://doi.org/10.33830/jom.v20i2.7140.2024
Tovan Isdanov. (2022). Hubungan Antara Direct Marketing dengan Keputusan Pembelian Rumah Subsidi. Jurnal Riset Manajemen Komunikasi, 11–15. https://doi.org/10.29313/jrmk.v2i1.811
Trevor, D. (2024). Customer perceptions of retail service quality at a selected supermarket chain. Business Ecosystem & Strategy, 6(4), 34–48. https://doi.org/https://doi.org/10.36096/ijbes.v6i4.607
Valenti, A., Srinivasan, S., Yildirim, G., & Pauwels, K. (2024). Direct mail to prospects and email to current customers ? Modeling and field testing multichannel marketing. Journal of the Academy of Marketing Science, 52(3), 815–834. https://doi.org/10.1007/s11747-023-00962-2
Veloso, C. M., & Monte, A. P. (2019). Validation of a measurement scale of service quality, image, customer satisfaction and loyalty in traditional trade. Tourism and Management Studies, 15(3), 27–35. https://doi.org/10.18089/tms.2019.150303
Yong Liu, Chang-Xue Lin, G. Z. (2024). A pricing strategy of dual-channel supply chain considering online reviews and in-sale service. Journal of Business & Industrial Marketing, Volume 39,.
Ziliwu, R. S., Kusmiati, E., & Garut, U. (2026). Ilomata International Journal of Management. Ilomata International Journal of Management, 7 Issue(1), 135–146. https://doi.org/https://doi.org/10.61194/ijjm.v7i1.1879
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Feti Fatimah, Budi Santoso, Jekti Rahayu
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a Creative Commons Attribution 4.0 International License.
