RELATIONAL MARKETING ANALYSIS OF CUSTOMER LOYALTY OF “RUMAH ADAT BUGIS” IN SIDENRENG RAPPANG REGENCY
Keywords:
Relational Marketing, Customer Loyalty, Bugis Traditional Houses, Long-term Relationships, Customer Retention
Abstract
This study aims to analyze the influence of relational marketing on customer loyalty for the "Rumah Adat Bugis" (Bugis Traditional Houses) in Sidenreng Rappang Regency. Relational marketing, which includes key elements such as communication, trust, empathy, and emotional bonding, plays a crucial role in building long-term relationships with customers. By fostering effective communication, trust through consistent service, and understanding customer needs, relational marketing significantly impacts customer loyalty. Loyal customers tend to make repeat purchases, buy in larger quantities, visit more frequently, and recommend the product to others. This research uses a quantitative approach with survey methods, distributing questionnaires to 37 respondents who are customers of the "Rumah Adat Bugis" from 2021 to 2023. Data were analyzed using SPSS software to evaluate the relationship between relational marketing and customer loyalty. The results show that relational marketing positively and significantly influences customer loyalty. This implies that implementing relational marketing strategies effectively strengthens customer retention, increases repeat purchases, and enhances business growth in the traditional housing industry.
References
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Ameliaa, W. R., & Damrus. (2021). Application of Relational Marketing in Online Purchasing on Customer Satisfaction in Medan Area University Management Study Program Students. Journal of Business and Management Strategy Studies, Volume 5 N, 128–136.
Anwar, M. A., Nursapriani, N., Nugraha, A., Syahrir, L., & Syamsunir, S. (2021). Pengaruh produktivitas peternak terhadap pendapatan peternak usaha ayam ras petelur di kecamatan kulo kabupaten sidenreng rappang. Jurnal Sains Dan Teknologi Industri Peternakan, 1(2), 1-5.
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Darma, B. (2021). Research Statistics Using SPSS (Validity Test, Reliability Test, Simple Linear Regression, Multiple Linear Regression, t Test, f Test, R2). Guepedia.
Dittmar, H. (2005). Gender identity and material symbols: Objects and decision considerations in impulse purchases. Journal of Economic Psychology, 26(4), 491-511.
Eastman, J. K., Iyer, R., & Liao-Troth, S. (2012). The impact of education on consumer value perceptions and loyalty. Journal of Retailing and Consumer Services, 19(4), 313-322.
Eldiana, F., & Hetika. (2017). The Influence of Relational Marketing on Customer Loyalty Daily Morning Radar Tegal Padapt. Tegal Universe Ride. MONEX Journal. 6(2), 2–7.
Erica, Denny, & Harun Al Rasyid. (2018). The Influence of Service Quality and Use of Technology on Customer Satisfaction and Loyalty of Online Transportation Services in Jakarta. Jurnal Ecodemica. 2(2): 168–76.
Fajrina, R. S., & Jalaludin, E. (2022). The Effect of Relational Marketing on Customer Trust on Customer Satisfaction (Study on 2A Computerizer Embroidery). Ekombis Review Journal-Scientific Journal of Economics and Business. 10(56) 927–936. doi.org/10.37676/ek ombis.v10i12.
Tahir, H. T. H., & Syahrir, L. (2022). Urgensi da’wah kultural muhammadiyah ditengah masyarakat berbudaya. JIA: Jurnal Ilmiah Administrasi, 10(3), 114-119..
Herman, B., Saleh, W., & Mursalat, A. (2024). Optimization of Digital Marketing in Improving Marketing Performance. Almana: Jurnal Manajemen dan Bisnis, 8(2), 387-399.
Haryono, N., & Octavia, R. (2020). Analysis of the Influence of Brand Image and Service Quality on Consumer Satisfaction and the Impact on Consumer Loyalty. Journal of Electrical and Aviation Industry, 4(1), 20–27. http://jurnal.unnur.ac.id/index.php/indept/article/view/139.
Irfan M, Yenes R, Irawan R, Oktavianus I. (2020). Basic Football Technical Abilities. Patriot Journal. 3(2). 2655-4984.
Kamaluddin, N., Susantiaji, A., Amalia, S. 2021. The Influence of Relational Marketing on Customer Loyalty at Pt Nagamas Mitra Sejati Tegal. Review Of Applied Accounting Research, Vol. 1, No. 2,
Karo, K., & Pelliyezer. (2020). Analysis of the Effects of Relational Marketing Towards Tourist Satisfaction Level On Organizing a Tourism Event In South Sumatra Province. 111(January 2017), 90–98. doi.org/10.2991/icoborot-18.2019.14.
Kotler P. 2002. Marketing Management. 2nd volume (10th ed). Jakarta (ID): Prenhallindo.
Kotler, P., & Keller, K. L. (2018). Marketing Management, 12th Edition Volume 2. Jakarta: PT. Index.
Kotler, P., dan Keller K.L. (2012). Marketing Management. 14th edition. New Jersey: Pearson Education.
Kotler, P., and Keller, K. L. (2016). Marketing Management 12th edition Volumes 1 & 2. Jakarta: PT. Index.
Kristina, IR., Diamar, S., & Maksum, C. (2021). The Influence of Service Quality and Product Quality on Customer Loyalty with Relational Marketing as an Intervening Variable (Case Study at the X Yamaha Motor Dealer in the Bogor Area). Journal of Economics, Management, Business and Social Affairs. 1(3), 225–270.
Lestari, I., Astuti, M., & Ridwan, H. (2019). The influence of innovation and entrepreneurial orientation on the competitive advantage of culinary MSMEs. Journal of Management and Business Research (JRMB) UNIAT Faculty of Economics, 4(1), 111-118.
Lestari, W. P., & Ruswanti, E. (2016). The Influence of Relational Marketing on Customer Loyalty Mediated by Relational Quality (Study of Priority Bank Customers in Indonesia). Journal of Media Management Services. 2(2), 29–44.
Leverin, A., & Veronica L. (2006). “Does Relationship Marketing Improve Customer Relationship Satisfaction and Loyalty ?”. International Journal of Bank Marketing.
Liana L. (2009). Using MRA with Spss to Test the Effect of Moderating Variables on the Relationship between Independent Variables and Dependent Variables. DYNAMIC Information Technology Journal. 14(2), 90-97.
Niswara, R. Muhajir, Untari MFA. (2019). The Influence of the Project Based Learning Model on High Order Thinking Skills. PGSD Undiksha pulpit. 7(2).
Riyanto, S., & Hatmawan, A. A. (2020). Research Methods Quantitative Research Research in the Fields of Management, Engineering, Education and Experimentation. Yogyakarta: CV Budi Utama.
Rosdianto H. (2017). The Influence of the Generative Learning Model on Students' Cognitive Learning Outcomes on Newton's Law Material. Journal of Physics and Scientific Education (JPFK).
Rusdi, M., Thahir, I, M, C., Latif, A., Sofyan B. 2022. Product development management. Getpress Indonesia: Padang
Safriyanti, N., Herman, B., & Rusdi, M. (2024). ONLINE MARKETING STRATEGIES IN INCREASING SALES (CASE STUDY TOKO RUMAH KURMA & SNACK SIDRAP DI PANGKAJENE KABUPATEN SIDENRENG RAPPANG). Jurnal Ilmiah Ekonomi Dan Bisnis, 21(2), 214-223.
Syahrir, L., Razak, M. R. R., Rasyid, R. E., Syarifuddin, H., Astinah, A., Suleha, S., & Ahmad, J. (2023). PENDAMPINGAN PROSES PRODUK HALAL PROGRAM SEHATI PELAKU USAHA MIKRO DAN KECIL DESA CARAWALI. BUDIMAS: JURNAL PENGABDIAN MASYARAKAT, 5(2).
Setyawati R. (2023). The influence of service quality on the level of consumer satisfaction. INOVASI: Journal of Economics, Finance and Management. 19(1), 57-63.
Siregar, A. (2018). The Influence of Relational Marketing and Service Quality on Customer Loyalty at the North Labuhan Batu Safari Hotel. 2, 1–10.
Sofyan Bakhtiar, Pratiwi Ramlan*, Wahyuni Saleh, Andi Riska Andreani, and Bahtiar Herman. The Government's Role in Developing MSMEs in Line with Social Changes Due to the Covid-19 Pandemic. Indonesian Language Annual Conference 2021. 9 Science, pages 289–295. DOI 10.18502/kss.v7i5.10556
Suriani, N., & Jailani, M. S. (2023). Population and Sampling Concepts and Participant Selection in View from Scientific Educational Research. IHSAN: Journal of Islamic Education, 1(2), 24– 36.
Susanti, N., Halin, H., & Kurniawan, M. (2017). Influence of Marketing Mix (4p) on PT Housing Purchasing Decisions. Berlian Bersaudara Propertindo (Case Study of Taman Arizona Housing 1 Taman Arizona 2 and Taman Arizona 3 in Talang Jambi Palembang). Scientific Journal of Current Global Economics. 8(1), 43–49.
Susanto, F & Samuel, H. (2013). The Influence of Relationship Marketing on Customer Loyalty of Pt Mitra 10 Surabaya. Journal of Marketing Management. 1(1) 1-5.
Waruwu., M. (2023). Educational Research Approaches: Qualitative Research Methods, Quantitative Research Methods and Mixed Methods. 2902-2905.
Winarni, E. W. (2021). Theory and Practice of Quantitative, Qualitative Research, PTK, R & D. Bumi Aksara.
Wirawan, I. D. G. K., & Firmani, P. (2021). The Influence of Relational Marketing on Loyalty (Study of Members of the Coblong Pamor Savings and Loans Cooperative in Denpasar). Problems of Endocrine Pathology, 78(4), 57–64. https://doi.org/10.21856/j-pep.2021.4.08.
Xu, X., Wang, X. Y. Li & M. Haghighi, M. (2017). Business Intelligence In Online Customer Textual Reviews : Understanding Consumer Perceptions and Influential Factors. International Journal of Information Management. 37(6): 673–683. doi.org/10.1016/j.ijinfomgt.2017.06.004.
Yunan, CN., & Arifin (2021). The influence of perceived value, relationship marketing, and brand image on customer loyalty at Links Caffe Medan. Business Crown, 1(2).
Yusriadi. (2018). The Influence of Relational Marketing Strategy on Consumer Loyalty at (Ppjk) Customs Services Management Company Pt. Mutiara Samudra Services.
Rahayu, R., & Susanto, R. (2018). The Influence of Teacher Leadership and Classroom Management Skills on Class IV Student Learning Behavior. Perkhasa Basic Education Journal: Basic Education Research Journal, 4(2), 220-229.
Ridha, N. (2017). Research Process, Problems, Variables and Research Paradigms.
Journal of Wisdom, 14(1), 62-70.
Sarmigi, E. (2020). Analysis of the Influence of Covid-19 on the Development of MSMEs in Kerinci Regency. Al-Dzahab: Journal of Economic, Management and Business, & accounting, 1(1), 1-17.
Syahrir, L., Kamal, K., Ecca, S., & Mahmud, N. (2022). Penerapan Baitul Arqam Sebagai Bentuk Penanaman Nilai Al Islam dan Kemuhammadiyahan. MALLOMO: Journal of Community Service, 2(2), 94-103..
Setiani, S. Y., Pratiwi, T., & Fitrianto, A. R. (2021). Young Agricultural Workers and Food Security in Indonesia. HOUSEHOLD, 15(2), 95-108.
Soleiman, E. C., & Yulistiyono, A. (2021). Career Guidance: Implementation of Character Education. IKAPI member.
Sophan, M., Agustar, A., & Erwin. (2022). Factors that influence the interest of the younger generation in the agricultural sector as a job opportunity in rural areas of Solok district. JRTI (Indonesian Journal of Action Research), 7(3), 326-338. https://doi.org/10.29210/30031858000.
Sugiyono. (2017). Alphabet. Methodology Study Quantitative, Qualitative, and R&D.
Sunarso. (2017). Visionary and Integrative Agricultural Development Strategy. Deepublish.
Susilowati, S. H. (2016). The Phenomenon of Aging Farmers and the Decline of Young Workers and Its Implications for Agricultural Development Policy. Agro Economic Research Forum, 34(1), 35-55.
Thahir, I. M. C., Sofyan, B., Rusdi, M., Syahrir, L., Ramlan, P., Adri, K., ... & Anwar, M. A. (2024). Ekonomi Desa Tumbuh Bersama UMKM: Strategi dan Implementasi.
Uyun, M., & Idi, W. (2021). Educational Psychology. Deepublish.
Widana, W., & Muliani, P. L. (2020). Test Requirements Analysis. Click Media.
Wulandari, R. S., Kusuma, P. D., & Setianingsih, C. (2021). Personality Factor Mapping System Big Five As a Recommendation for Job Selection Using the C4.5 Algorithm. e-Proceeding of Engineering, 8(2), 12178-12185.
Published
2024-10-29
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