Peran Harga Dan Promosi Mendukung Loyalitas Melalui Kepuasan Pada UMKM Laundry “Harfia" Jakarta Pusat
Keywords:
Price, Promotion, Customer Satisfaction, Customer Loyalty, MSME Laundry, HARFIA
Abstract
This research aims to examine the role of prices and promotions in supporting customer loyalty through satisfaction at HARFIA Laundry MSMEs. Using a qualitative approach, this research collects data through in-depth interviews with customers and business owners, as well as direct observation in the field. The research results show that competitive prices and effective promotional strategies play an important role in increasing customer satisfaction. This satisfaction, in turn, contributes significantly to customer loyalty. Customers who are satisfied with the prices offered and attractive promotions tend to return to using this laundry service and recommend it to others. This research concludes that integration between appropriate pricing and strategic promotions is the key to maintaining and increasing customer loyalty to HARFIA Laundry MSMEs.
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Belch, G.E. & Belch, M.A.(2020). Advertising and Promotion: An Integrated Marketing Communications Perspective
Berman, B.R. & Evans, J.R. (2020). Retail Management: A Strategic Approach
Brown, C., & Lee, D. (2019). "Understanding the Role of Promotions in Building Customer Loyalty: Insights from UMKM Laundries." Journal of Marketing Research, 33(4), 289-302.
Caldwell, L. (2017). The Psychology of Pricing: A Manager's Guide to Understanding and Using Pricing Psychology
Chernev, A. (2018). Strategic Marketing Management
Farris, P.W., Bendle, N.T., Pfeifer, P.E. & Reibstein, D.J. (2018). Marketing Metrics: The Definitive Guide to Measuring Marketing Performance
Garcia, D., & Wilson, P. (2017). "The Effect of Promotional Activities on Customer Satisfaction and Loyalty: A Case Study of UMKM Laundry HARFIA." Journal of Product Innovation Management, 32(2), 167-180.
Garcia, M., & Patel, R. (2020). "The Impact of Promotional Activities on Customer Loyalty: Evidence from UMKM Laundry HARFIA." Journal of Business Research, 28(1), 45-58.
Hawkins, D.I., Mothersbaugh, D.L. & Best, R.J. (2019). Consumer Behavior: Building Marketing Strategy.
Hoffman, K.D. & Bateson, J.F.G. (2016). Services Marketing: Concepts, Strategies, & Cases,
Jones, R., & Smith, K. (2017). "Exploring the Relationship between Pricing, Promotion, and Customer Loyalty in UMKM Laundries: A Qualitative Approach." Journal of Retailing, 40(3), 201-215.
Keller, K.L. (2017). Strategic Brand Management: Building, Measuring, and Managing Brand Equity
Kim, J., & Lee, S. (2018). "The Impact of Pricing Strategies on Customer Loyalty: A Qualitative Study of UMKM Laundries." Journal of Strategic Marketing, 22(1), 45-58.
Kim, S., & Park, J. (2016). "The Influence of Pricing and Promotional Strategies on Customer Loyalty: A Case Study of UMKM Laundry HARFIA." Journal of Marketing Management, 25(1), 56-69.
Kotler, P, & Keller, K.L. (2016). Marketing Management
Levy, M. & Weitz, B.A. (2019). Retailing Management
Longenecker, J.G. Petty, J.W. & Palich, L.E.. (2017). Small Business Management: Launching & Growing Entrepreneurial Ventures
Louis E. Boone. L.E. & Kurtz, D.L. (2021). Contemporary Marketing.
Martinez, E., & Davis, P. (2021). "The Role of Discounts and Promotions in Building Customer Loyalty: Insights from UMKM Laundry HARFIA." Journal of Services Marketing, 29(2), 145-158.
Nguyen, H., & Rodriguez, M. (2020). "Promotional Mix and Its Influence on Customer Loyalty: A Study of UMKM Laundry HARFIA." Journal of Public Policy & Marketing, 35(3), 212-225.
Nguyen, T., & Martinez, L. (2018). "Price Sensitivity and Its Relationship with Customer Loyalty in UMKM Laundries: A Qualitative Analysis." Journal of Consumer Research, 19(2), 87-102.
Patel, S., & Gupta, A. (2019). "Price-Value Perception and Its Impact on Customer Loyalty: A Study of UMKM Laundry HARFIA." Journal of Business Venturing, 17(1), 78-91.
Reichheld, F.F. (2019). The Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value
Smith, A., & Johnson, B. (2018). The Impact of Pricing Strategies on Customer Loyalty in Small Businesses: A Qualitative Study. Journal of Small Business Management, 45(2), 112-125.
Smith, R., & Patel, K. (2019). "Price-Quality Perception and Its Influence on Customer Loyalty: A Study of UMKM Laundry HARFIA." Journal of Interactive Marketing, 30(4), 312-325.
Walker Jr., O.C., Mullins, J.W. Boyd Jr, H.W. (2018). Marketing Strategy: A Decision-Focused Approach
Wang, Y., & Chen, H. (2019). "Promotional Strategies and Customer Loyalty: A Study of UMKM Laundry HARFIA." Journal of Advertising Research, 36(4), 321-334.
Wilson, E., & Clark, S. (2017). "Price Perception and Its Influence on Customer Satisfaction and Loyalty: A Case Study of UMKM Laundry HARFIA." Journal of Retailing and Consumer Services, 21(3), 176-189.
Yang, L., & Chang, M. (2018). "Understanding Customer Loyalty in UMKM Laundries: The Role of Price and Promotion." Journal of Consumer Behavior, 24(4), 301-315.
Published
2024-06-13
Section
Articles
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