Pengaruh Citra Perusahaan, Relationship Marketing dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan

Studi Pada Indomaret, Semolowaru, Sukolilo Surabaya

Authors

  • Dwi Rijal Giri Prabowo Universitas 17 Agustus 1945 Surabaya
  • Muhammad Irwan Susanto Universitas 17 Agustus 1945 Surabaya
  • Reyhan Arya Khahairudin Firdaus Universitas 17 Agustus 1945 Surabaya
  • Shofi Putri Julian Universitas 17 Agustus 1945 Surabaya

DOI:

https://doi.org/10.61132/jumabedi.v1i3.205

Keywords:

Company image, Relationship marketing, Service quality, Customer satisfaction, Customer loyalty, Indomaret

Abstract

This study aims to analyze the effect of company image, relationship marketing, and service quality on customer loyalty at Indomaret Semolowaru, Surabaya. This research uses quantitative methods with data collection techniques through questionnaires distributed to 100 respondents. The results showed that corporate image, relationship marketing, and service quality have a positive influence on customer satisfaction. Customer satisfaction then has a positive influence on customer loyalty. The conclusion of this study is that corporate image, relationship marketing, and service quality are important factors that can increase customer loyalty at Indomaret Semolowaru, Surabaya. Indomaret needs to continue to improve service quality, build a positive corporate image, and establish good relationships with customers to increase customer loyalty.

References

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Sari, N. K., & Tjiptono, F. (2017). The effect of brand image, relationship marketing, and service quality on customer loyalty: Evidence from a retail company in Indonesia. Journal of Marketing Management, 33(1-2), 142-162.

Sondakh, C. A. (2014). Pengaruh kualitas layanan, citra merek, dan relationship marketing terhadap loyalitas pelanggan: Studi pada nasabah Taplus BNI Cabang Manado. Jurnal Riset Bisnis dan Manajemen, 3(1), 19-32.

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Published

2024-06-27

Issue

Vol. 1 No. 3 (2024): Agustus : Jurnal Manajemen Bisnis Era Digital

Section

Articles

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