Program Retensi Pelanggan dan Kualitas Layanan terhadap Loyalitas Pelanggan dengan Keputusan Pembelian sebagai Variabel Mediasi
Abstract
Customer retention determines the continuity of the business relationship between the customer and the company. The retention program at Alfamart is already good with the Ponta card, which functions to collect points every time a customer makes a purchase. This research aims to. The research method used is explanatory research with a quantitative research approach. The results showed that there was a significant influence with a positive direction between customer retention and purchase decisions. Based on the results of the analysis, it is known that there is a significant influence with a positive direction between service quality and purchase decisions. Purchase decisions are statistically proven to have a positive and significant influence on customer loyalty. Purchase decisions are proven to fully mediate the relationship between customer retention and customer loyalty. Purchase decisions are proven to mediate the full relationship between service quality and customer loyalty.
Keywords: Service Quality, Purchase Decision, Loyalty, Customer Retention
References
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Julianto, A., & Rodhiah. (2023). The Effect of Item Based Loyalty Program, Social Media Marketing and Sales Promotion on Purchase Decision on E-Commerce Users. International Journal of Business and Accounting Research (IJEBAR), 7(1).
Khanifah, N. A., & Budiono, A. (2022). Customer Loyalty Analysis Affected by Location and Promotion through Purchase Decisions and Customer Satisfaction. Ilomata International Journal of Management, 3(3), 417–428.
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Sihombing, E. K., & Tobing, R. (2023). Pengaruh Green Product dan Service Quality Terhadap Purchase Decision Pada Fore Coffee di Jakarta Pusat. Ethics and Law Journal: Business and Notary, 1(2), 90–103.
Subawa, I. G. B., & Sulistyawati, E. (2020). Kualitas Pelayanan Berpengaruh terhadap Loyalitas Pelanggan dengan Kepuasan Pelanggan sebagai Variabel Mediasi. E-Jurnal Manajemen Universitas Udayana, 9(2), 718–736.
Sukmaputra, E. R., Esarianita, Y., & Megandini, Y. (2017). Pengaruh Program Retention dan Kepuasan Konsumen terhadap Loyalitas Konsumen di CGV Blizt Bandung. 8th Industrial Research Workshop and National Seminar Politeknik Negeri Bandung, 362–368.
Wahyuni, D. S., Sunarya, E., & Norisanti, N. (2022). Analisis Retensi Pelanggan dan Switching Costs terhadap Loyalitas Pelanggan Indihome. Journal of Management and Bussines (JOMB), 4(1), 99–107.
Aji, R. A., Trihudiyatmanto, & Purwanto, H. (2023). Pengaruh Persepsi Harga, Hambatan Berpindah, Retensi Konsumen Terhadap Loyalitas Konsumen Air Minum Dalam Kemasan (AMDK) Le Minerale (Study Pada Masyarakat Kabupaten Wonosobo). Jamasy: Jurnal Akuntansi, Manajemen & Perbankan Syariah, 3(6), 8–20.
Aulia, E., Suci, R. P., Intyas, Y., & Iswari, H. R. (2024). The Effect of Product Availability and Pricing on Customer Loyalty mediated by Purchase Decision. Clean and Sustainable Production, 2(1), 22–31.
Bilgili, B., Candan, B., & Bilgili, S. (2014). A research study on the relationship among relational benefit, perceived quality, image and customer loyalty in different hospitality businesses. International Journal of Management Cases, 16(3).
Budiono, A. (2020). Pengaruh Kualitas Pelayanan, Harga, Promosi, dan Citra Merek terhadap Kepuasan Pelanggan melalui Keputusan Pembelian. Jurnal Penelitian Pendidikan Dan Ekonomi, 17(02), 1–15.
Cahyani, A. Z., & Elvina. (2024). Analysis Price and Promotion of Customer Loyalty in Modern Retail Shopping Centers in the Pandemic Time Covid-19 Through the Purchase Decision Strategy as Moderation. International Journal of Business, Technology and Organizational Behavior (IJBTOB), 4(2), 23–32.
Gigi, G. S., Ramya Lakshmi, N., & Nadheem, S. (2020). A Shift from Brand Loyalty to E Loyalty in Recent Trends: A Conceptual Framework. Solid State Technology, 826–831.
Gupta, S., & Zeithaml, V. (2006). Customer metrics and their impact on financial performance. Marketing Science, 25(6), 718–739.
Jeevananda S. (2011). Influence of Customer Loyalty Programs on Buying Decisions Introduction. International Journal’s: Research Journal of Economics & Business Studies, 1, 50–60.
Julianto, A., & Rodhiah. (2023). The Effect of Item Based Loyalty Program, Social Media Marketing and Sales Promotion on Purchase Decision on E-Commerce Users. International Journal of Business and Accounting Research (IJEBAR), 7(1).
Khanifah, N. A., & Budiono, A. (2022). Customer Loyalty Analysis Affected by Location and Promotion through Purchase Decisions and Customer Satisfaction. Ilomata International Journal of Management, 3(3), 417–428.
Lee, J.-H. (2016). A Study on the Impact of Social Commerce Purchase Decision Factors on Customer Satisfaction, Customer Loyalty and Repurchase Intention. Indian Journal of Science and Technology, 9(26), 1–6.
Liu, C.-T., Guo, Y. M., & Lee, C.-H. (2011). The effects of relationship quality and switching barriers on customer loyalty. International Journal of Information Management, 31(1), 71–79.
Muhtarom, A., Syairozi, M. I., & Yonita, H. L. (2022). Analisis Persepsi Harga, Lokasi, Fasilitas, dan Kualitas Pelayanan terhadap Loyalitas Pelanggan Dimediasi Keputusan Pembelian (Studi Kasus pada Umkm Skck (Stasiun Kuliner Canditunggal Kalitengah) Metode Structural Equation Modelling (SEM) - Partial Least Square (PLS). Jurnal Ekombis Review - Jurnal Ilmiah Ekonomi Dan Bisnis, 10(Spesial Issue DNU 14 th), 391–402.
Pansari, A., & Kumar, V. (2017). Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45, 294–311.
Priyatna, I. K., Marsudi, M., & Rahadjeng, E. R. (2023). The Effect of Service Quality and Price on Purchasing Decision of Telkomsel Internet Services In Indonesia. Jamanika (Jurnal Manajemen Bisnis Dan Kewirausahaan), 3(01), 60–69.
Rozi, I. A., & Khuzaini. (2021). Pengaruh Harga, Keragaman Produk, Kualitas Pelayanan dan Promosi Terhadap Keputusan Pembelian di Marketplace Shopee. Jurnal Ilmu Dan Riset Manajemen, 10(19), 1–20.
Sari, D. I., & Hasyim. (2022). Pengaruh Brand Ambassador dan Kualitas Pelayanan Melalui Keputusan Pembelian terhadap Loyalitas Pelanggan pada Aplikasi Shopee. Jurnal Mahasiswa Manajemen Dan Akuntansi (JUMMA45), 1(2).
Shafiq, M. A., Ziaullah, M., Siddique, M., Bilal, A., & Ramzan, M. (2023). Unveiling the Sustainable Path: Exploring the Nexus of Green Marketing, Service Quality, Brand Reputation, and Their Impact on Brand Trust and Purchase Decisions. International Journal of Social Science and Entrepreneurship (IJSSE), 3(2), 654–676.
Sihombing, E. K., & Tobing, R. (2023). Pengaruh Green Product dan Service Quality Terhadap Purchase Decision Pada Fore Coffee di Jakarta Pusat. Ethics and Law Journal: Business and Notary, 1(2), 90–103.
Subawa, I. G. B., & Sulistyawati, E. (2020). Kualitas Pelayanan Berpengaruh terhadap Loyalitas Pelanggan dengan Kepuasan Pelanggan sebagai Variabel Mediasi. E-Jurnal Manajemen Universitas Udayana, 9(2), 718–736.
Sukmaputra, E. R., Esarianita, Y., & Megandini, Y. (2017). Pengaruh Program Retention dan Kepuasan Konsumen terhadap Loyalitas Konsumen di CGV Blizt Bandung. 8th Industrial Research Workshop and National Seminar Politeknik Negeri Bandung, 362–368.
Wahyuni, D. S., Sunarya, E., & Norisanti, N. (2022). Analisis Retensi Pelanggan dan Switching Costs terhadap Loyalitas Pelanggan Indihome. Journal of Management and Bussines (JOMB), 4(1), 99–107.
Published
2024-12-31
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