RELATIONSHIP OF MARKETING TACTICS ON CONSUMER TRUST AND CONSUMER LOYALTY : THE CASE OF MEGA SANEL LESTARI PEKANBARU
Abstract
Maintaining consumer loyalty is the main goal of relationship marketing. This is a way to build a long-term and mutually beneficial relationship between business owners and consumers. This study aimed to analyze the effect of relational marketing on consumer trust and consumer loyalty at Mega Sanel Lestari, Pekanbaru. The population in this study was consumers who made at least a purchase transaction at Mega Sanel Lestari, Pekanbaru with a total sample of 100 respondents. The study used SmartPLS 3 program. The results of the study indicate that relationship marketing and consumer trust have a significant positive effect on consumer loyalty and consumer trust. Consumer trust becomes the dominant variable in building and maintaining Consumer loyalty at Mega Sanel Lestari, Pekanbaru.
References
Barit, M. D. M., Marasigan, M. A. P., & Alusen, M. L. V. 2018. The Effect of Relationship Marketing on Customer Loyalty: The Case of Cebuana Lhillier – AC Alabang. Laguna Journal of Business and Accountancy, 3 (1).
Blomqvist, R. D. 1993. Relationship Marketing: Strategy and Methods for Service Competition. Goteborg: IHM Forlag.
Cheng, C. F., & Lee, A. H. 2011. The Influence of Relationship Marketing Strategy and Transaction Cost on Customer Satisfaction, Perceived Risk, and Customer Loyalty. African Journal of Business Managament,
Doaei, H., Rezaei, A., & Khajei, R. 2011. The Impact of Relationship Marketing Tactics on Customer Loyalty: The Mediation Role of Relationship Quality. International Journal of Business Administration, 2(3), 83-93.
Gronroos, C. 1994. From Marketing Mix to Relationship Marketing: Towards A Paradigm Shift in Marketing. Australian Marketing Journal, 2(1), 9-29.
Husnain, M., & Akhtar, M. W. 2015. Relationship Marketing and Customer Loyalty: Evidence from Banking Sector in Pakistan. Global Journal of Management and Business Research: E Marketing, 15 (10), 1-14.
Jumaev, M., Kumar, D., & Hanaysha, J. R. M. 2012. Impact of Relationship Marketing on Customer Loyalty in the Banking Sector. Far East Journal of Psychology and Business, 6 (3), 36-55.
Mayer, R. C., Davis, J. H., & Schoorman, F. D. 1995. An Integratif Model of Organizational Trust. Academy of Management Review, 30(3), 709-734
Morgan, R. M., & Hunt, S. D. 1994. The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(July 1994), 20–38.
Nam, L. G., Thi, N. D. N., & Q, N. T. T. 2017. Relationship Marketing and Customer Loyalty in Vietnam Cosmetics Market. The International Journal of Social Sciences and Humanities Invention, 4(6). 3556-3560.
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, Vol. 2014(2014), Article ID 724178.
Ruswanti, E., & Lestari, W. P. 2016. The Effect of Relationship Marketing towards Customer’s Loyalty Mediated by Relationship Quality (Case Study in Priority Bank in Niaga). DeReMa Jurnal Manajemen, 11(2), 191-211.
Rousseau, O. M., Sitkin, S. B, Burt, R. S., & Camerer, C. Not so Different After All: A Cross-Discipline View of Trust. Academy of Management Review, 23, 393-404.
Sugiyono. 2012. Metode Penelitian Bisnis. Bandung : Alfabeta.
Velnampy, T., & Sivesan, S. 2012. Customer Relationship Marketing and Customer Satisfaction:A Study on Mobile Service Providing Companies in Srilanka. Global Journal of Management and Business Research, 12(18).
Yulisetiarini, D. 2016. The Effect of Relationship Marketing towards Customer Satisfaction and Customer Loyalty on Franchised Retails in East Java. Mediterranean Journal of Social Science, 7(1), 333-339.
