Customer Loyalty Analysis Affected by Location and Promotion through Purchase Decisions and Customer Satisfaction
DOI:
https://doi.org/10.52728/ijjm.v3i3.520Keywords:
Customer Loyalty, Location, Promotion, Purchase Decision, Customer SatisfactionAbstract
ABSTRACT: This study aims to analyze customer loyalty which is influenced by location and promotion through purchasing decisions and customer satisfaction made by visitors to Indomaret Cipinnag Indah. Data obtained in April 2022 as many as 130 respondents. Thirty respondents for validity and reliability testing and 100 respondents were used for path analysis testing to know the direct and indirect effects of the dependent variable on the independent variable. Sampling using the Roscoe technique, all of whom are visitors to Indomaret Cipinang Indah. This study's results indicate that location significantly affects purchasing decisions, customer satisfaction, and customer loyalty. The promotion affects purchasing decisions but does not affect customer satisfaction and loyalty. Purchase decisions affect consumer loyalty. Consumer Satisfaction does not affect consumer loyalty. Indirectly location and promotion affect consumer loyalty through purchasing decisions and do not affect customer satisfaction.
Downloads
References
Alma, B. (2014). Manajemen Pemasaran dan Pemasaran Jasa (14th ed.). CV. Alfabeta. https://cvalfabeta.com/product/manajemen-pemasaran-dan-pemasaran-jasa/
Balbontin, C., & Hensher, D. A. (2021). Understanding business location decision making for transport planning: An investigation of the role of process rules in identifying influences on firm location. Journal of Transport Geography, 91, 102955. https://doi.org/10.1016/j.jtrangeo.2021.102955
Calderon-Monge, E., Pastor-Sanz, I., & Sendra-García, J. (2021). How to select franchisees: A model proposal. Journal of Business Research, 135, 676–684. https://doi.org/10.1016/j.jbusres.2021.07.003
Cavicchi, C., Oppi, C., & Vagnoni, E. (2022). Energy management to foster circular economy business model for sustainable development in an agricultural SME. Journal of Cleaner Production, 368, 133188. https://doi.org/10.1016/j.jclepro.2022.133188
Creswell, J. W. (2017). Research Design Pendekatan Kualitatif, Kuantitatif, dan Mixed (S. Z. Qudsy (ed.); 3rd ed.). Pustaka Pelajar. https://opac.perpusnas.go.id/DetailOpac.aspx?id=1213690
Emerson, D., Mulley, C., & Bliemer, M. C. J. (2016). A theoretical analysis of business models for urban public transport systems, with comparative reference to a Community Franchise involving Individual Line Ownership. Research in Transportation Economics, 59, 368–378. https://doi.org/10.1016/j.retrec.2016.05.007
Ferrer, J. R., García-Cortijo, M. C., Pinilla, V., & Castillo-Valero, J. S. (2022). The business model and sustainability in the Spanish wine sector. Journal of Cleaner Production, 330, 129810. https://doi.org/10.1016/j.jclepro.2021.129810
Ghozali, I. (2016). Aplikasi Analisis Multivariete dengan Program IBM SPSS 23 (I. Ghozali (ed.); 8th ed.). Badan Penerbit Universitas Diponegoro. http://kin.perpusnas.go.id/DisplayData.aspx?pId=218217&pRegionCode=UN11MAR&pClientId=112
Giovanelli, L., Rotondo, F., & Ezza, A. (2021). Business models for integration of sustainability in universities: An explorative analysis of Italian state universities. Journal of Cleaner Production, 324, 129227. https://doi.org/10.1016/j.jclepro.2021.129227
Griffin, J. (2016). Customer Loyalty : Menumbuhkan & Mempertahankan Kesetiaan Pelanggan (Y. Sumiharti, R. Medya, & W. C. Kristiaji (eds.); 3rd ed.). Erlangga. https://opac.perpusnas.go.id/DetailOpac.aspx?id=573722
Hall, S., Workman, M., Hardy, J., Mazur, C., Anable, J., Powell, M., & Wagner, S. M. (2022). Doing business model innovation for sustainability transitions — Bringing in strategic foresight and human centred design. Energy Research & Social Science, 90, 102685. https://doi.org/10.1016/j.erss.2022.102685
Hurriyati, R. (2015). Bauran Pemasaran dan Loyalitas Konsumen (5th ed.). Alfabeta. https://cvalfabeta.com/product/bauran-pemasaran-dan-loyalitas-konsumen/
Juwono, O. (2012). Analisis Manajemen Strategik Perusahaan Waralaba (Franchise) Studi Kasus di Restoran Cepat Saji McDonald’s. Jurnal Ekonomika Dan Manajemen, 1(1), 1–21. https://doi.org/http://dx.doi.org/10.36080/jem.v1i1.278
Kotler, P. T., & Armstrong, G. (2018). Principles of Marketing (14th ed.). Pearson Education Limited. t.ly/BGXY
Lestari, D., Masruchin, & Nur Latifah, F. (2022). Penerapan Strategi Pemasaran Syariah pada UMKM Franchise Pentol Kabul dalam Meningkatkan Pendapatan. Jurnal Tabarru’: Islamic Banking and Finance, 5(1), 216–229. https://doi.org/10.25299/jtb.2022.vol5(1).9243
Lupiyoadi, R., & Ahmad, H. (2012). Manajemen Pemasaran Jasa (1st ed.). Salemba Empat. https://penerbitsalemba.com/buku/02-0311-manajemen-pemasaran-jasa-berbasis-kompetensi-e3-
Melović, B., Jocović, M., Dabić, M., Vulić, T. B., & Dudic, B. (2020). The impact of digital transformation and digital marketing on the brand promotion, positioning and electronic business in Montenegro. Technology in Society, 63, 101425. https://doi.org/10.1016/j.techsoc.2020.101425
Moro, S. R., Cauchick-Miguel, P. A., & de Sousa Mendes, G. H. (2022). Adding sustainable value in product-service systems business models design: A conceptual review towards a framework proposal. Sustainable Production and Consumption, 32, 492–504. https://doi.org/10.1016/j.spc.2022.04.023
Moshood, T. D., Nawanir, G., Aripin, N. M., Ahmad, M. H., Lee, K. L., Hussain, S., Sanusi, Y. K., & Ajibike, W. A. (2022). Lean business model canvas and sustainable innovation business model based on the industrial synergy of microalgae cultivation. Environmental Challenges, 6, 100418. https://doi.org/10.1016/j.envc.2021.100418
Niemeyer, J. F., Rudolf, S., Kvaratskhelia, L., Mennenga, M., & Herrmann, C. (2022). A creativity-driven Case-Based Reasoning Approach for the systematic Engineering of Sustainable Business Models. Procedia CIRP, 105, 470–475. https://doi.org/10.1016/j.procir.2022.02.078
Noels, J. (2018). What Is SPSS and its Important in Research & Data Analysis. Medium. https://johnnoels.medium.com/what-is-spss-and-its-importance-in-research-data-analysis-5f109ab90da1#:~:text=SPSS (Statistical package for the,surveys%2C data mining%2C etc.
Nurhayati, A., & Astriwati. (2021). Strategi Pemasaran Franchise Dalam Meningkatkan Pendapatan Dimasa Pandemi Covid 19. YUME : Journal of Management, 4(3), 1–14. https://doi.org/https://doi.org/10.2568/yum.v4i3.1090
Peñate-Valentín, M. C., Sánchez-Carreira, M. del C., & Pereira, Á. (2021). The promotion of innovative service business models through public procurement. An analysis of Energy Service Companies in Spain. Sustainable Production and Consumption, 27, 1857–1868. https://doi.org/10.1016/j.spc.2021.04.028
Peter, J. P., & Olson, J. C. (2013). Consumer Behavior: Perilaku dan Strategi Pemasaran (D. Sihombing & Y. Sumiharti (eds.); 9th ed.). Erlangga. https://opac.perpusnas.go.id/DetailOpac.aspx?id=601485
Priansa, D. J. (2021). Perilaku Konsumen Dalam Persaingan Bisnis Kontempores (2nd ed.). Alfabeta. https://cvalfabeta.com/product/pelaku-konsumen-dalam-persaingan-bisnis-kontempores/
Rubalcaba, L., Gallego, J., Gallo, M. T., & Garrido, R. (2013). Business services location and market factors in major European cities. Cities, 31, 258–266. https://doi.org/10.1016/j.cities.2012.06.022
Santoso, S. (2014). Statistik Non Parametrik Konsep dan Aplikasi dengan SPSS (1st ed.). Elex Media Komputindo. https://opac.perpusnas.go.id/DetailOpac.aspx?id=889344
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D – MPKK (I). Alfabeta. https://cvalfabeta.com/product/metode-penelitian-kuantitatif-kualitatif-dan-rd-mpkk/
Sukma, A. H., & Pranawukir, I. (2020). Perencanaan dan Strategi Komunikasi Jaringan Franchise Warung Tegal Kharisma Bahari. WACANA: Jurnal Ilmiah Ilmu Komunikasi, 19(2). https://doi.org/10.32509/.v19i2.1159
Teguh, M., Santoso, J., & Njotoharsojo, S. K. (2020). Strategi Relasi antara Franchisor dan Franchisee pada Usaha Waralaba Chifry. Representamen, 6(02). https://doi.org/10.30996/representamen.v6i02.4261
Tjiptono, F. (2014). Service, Quality & Satisfaction (G. Chandra (ed.); 3rd ed.). Andi Publisher. https://opac.perpusnas.go.id/DetailOpac.aspx?id=295948
Yang, Z., Xiao, T., Liu, J., & Jiang, Y. (2020). Promotion depth versus breadth: The effect of mobile promotion and the moderation of social closeness and technical smoothness. Electronic Commerce Research and Applications, 44, 101005. https://doi.org/10.1016/j.elerap.2020.101005
Zhang, Y., & Zhang, J. (2021). Catch them all: Impacts of location-based augmented reality mobile applications on local businesses. Information & Management, 58(8), 103550. https://doi.org/10.1016/j.im.2021.103550
Zimmerer, T. W., Scarborough, N. M., & Wilson, D. (2008). Essentials of Entrepreneurship and Small Business Management (5th ed.). Pearson Education Limited. https://opac.perpusnas.go.id/DetailOpac.aspx?id=226056
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution 4.0 International License.
