THE INFLUENCE OF RELATIONSHIP MARKETING AND SERVICE QUALITY ON CUSTOMER LOYALTY AT PANDORA CYBERCAFE THROUGH CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE
Abstract
The purpose of this research is to determine the influence of Relationship Marketing and Service Quality on Customer Loyalty at Pandora Cybercafe through Customer Satisfaction as an Intervening Variable. The sample used consisted of 100 customers of Pandora Cybercafe who were selected based on predetermined criteria. Data collection techniques were carried out using questionnaires, interviews, and literature studies. The data analysis technique consists of the Outer Model (Measurement Model), which includes Convergent Validity, Discriminant Validity, and Composite Reliability, followed by the Structural Model (Inner Model) and Hypothesis Testing. Based on the research results, it shows that the relationship marketing variable has a positive but not significant effect on customer loyalty with a parameter coefficient of 0.002, a t-value of 0.014, and a p-value of 0.989>0.05. The service quality variable has a positive and significant effect on customer loyalty with a parameter coefficient of 0.259, a t-value of 2.312, and a p-value of 0.021<0.05. The relationship marketing variable has a positive and significant effect on customer satisfaction with a parameter coefficient of 0.295, a t-value of 2.478, and a p-value of 0.014<0.05. The service quality variable has a positive but not significant effect on customer satisfaction with a parameter coefficient of 0.010, a t-value of 0.090, and a p-value of 0.929>0.05. The customer satisfaction variable has a positive but not significant effect on customer loyalty with a parameter coefficient of 0.154, a t-value of 1.382, and a p-value of 0.168>0.05. The relationship marketing variable has a positive but not significant effect on customer loyalty through customer satisfaction with a parameter coefficient of 0.046, a t-value of 1.110, and a p-value of 0.268>0.05. The service quality variable has a positive but not significant effect on customer loyalty through customer satisfaction, with a parameter coefficient of 0.002, a t-value of 0.074, and a p-value of 0.941>0.05.
Downloads
References
Agustin, H. (2015). The Influence of Company Value, Profitability, and Financial Risk on Earnings Management. Journal of Accounting Science and Research, 1-9.
Alfiyah, H., & Komariah, N. S. (2021). The Influence of Relationship Marketing on Customer Loyalty at PT. Autoplastik Indonesia Karawang Timur. Ubhara Scientific Journal of Management. 3(1). 50-62.
Amelia, S. L., & Widayanto. (2019). The Influence of Relationship Marketing and Service Quality on Customer Loyalty Through Customer Satisfaction (Study on Customers of PT. Nasmoco Pemuda Semarang Service Department). Journal of Business Administration Science. 9(1). 242-251.
Amstrong, G., & Kotler, P. (2008). Principles of Marketing 12th Edition. Volume 1. Jakarta: Erlangga.
Amstrong, G., & Kotler. P (2010). Principios de Marketing (13ª ed.). Nueva Jersey: Upper Saddle River: Pearson Prentice Hall.
Anggraini, F., & Budiarti, A. (2020). The Influence of Price, Promotion, and Service Quality on Customer Loyalty Mediated by Customer Satisfaction Among Gojek Consumers. JUPE. 8(3). 86-94.
Arnett, J. J. (2004). Adultez emergente: El camino sinuoso desde la adolescencia tardía hasta los veintes. Nueva York: Oxford University Press, Inc.
Barrot, J. S., et al. (2021). Los desafíos del aprendizaje en línea de los estudiantes durante la pandemia y cómo los enfrentan: El caso de Filipinas. Educación y Tecnologías de la Información. 26. 7321-7338.
Bemba, D., (2021). The Influence of Service Quality and Customer Satisfaction on Customer Loyalty at PT. Sentral Yamaha Palopo. Journal Management and Business. 1(2). 83-90.
Bintari, W. P., et al. (2022). The Influence of Usability, Information Quality, and Service Interaction on Consumer Loyalty with Satisfaction as an Intervening Variable (Study on Tokopedia Consumers in Kediri Regency). Journal of Economics & Management, Bina Sarana Informatika University. 20(1). 68-75.
Bitner, M. J., & Zeithaml, V. A. (2003). Marketing de Servicios (3ª ed.). Tata McGrawHill. Nueva Delhi.
Chan, S. (2003). Relationship Marketing: A Marketing Innovation That Makes Customers Bow Down. PT. Gramedia Pustaka Utama.
Darsono, L.I. (2008). The Relationship Between Perceived Service Quality and Loyalty: The Role of Trust and Satisfaction as Mediators, The 2nd National Conference Unika Widya Mandala. Surabaya.
Fishbein, M., & Ajzen, I. (1975).Beliefs, Attitudes, Intentions, and Behavior: An Introduction to Theory and Research.Reading, MA: Addison-Wesley.
Fredericks, J. O., & Salter, M. J. (1995). Más allá de la satisfacción del cliente. Management Review, 84(5), 29-32.
Gaffar, V. (2007). Customer Relationship Management and Marketing Public Relations. Bandung: Alfabeta.
Ghozali, I., & Latan, H. (2014). Partial Least Squares: Concepts, Techniques, and Applications Using SmartPLS 3.0 Program. Second edition. Diponegoro University, Semarang.
Ghozali, I., & Latan, H. (2015). Partial Least Square Concepts, Techniques, and Applications with Smart PLS 3.0 Program. Diponegoro University Semarang.
Ghozali, I. (2018). Multivariate Analysis Application Using IBM SPSS 25 Program. Semarang: Diponegoro University Press.
Ghozali, I. (2021). Partial Least Squares: Concepts, Techniques, and Applications Using SmartPLS 3.2.9 for Empirical Research (3rd ed.). Diponegoro University Semarang.
Gilaninia, H., Talehgani, M. & Taheri, T. (2011). "Estudio de los factores efectivos en la confianza de los clientes en el servicio de banca electrónica". Revista de Investigación Contemporánea en Negocios. 3. 472-478.
Griffin, J. (2002). Customer loyalty: Growing and maintaining customer loyalty. Jakarta: Erlangga.
Hair J.F., et al. (2010). Análisis de Datos Multivariantes. Séptima Edición. Nueva Jersey: Pearson Prentice Hall.
Hansemark, O. C., & Albinsson, M. (2004). Satisfacción y Retención del Cliente: Las Experiencias de Empleados Individuales. Gestión de la Calidad del Servicio. 40- 57.
Herdian, G., & Widyastuti. (2013). The Influence of Relationship Marketing on Customer Loyalty among BTPN KCP Sepanjang Bank Customers. Journal of Management Science. 1(2). 62-76.
Hardiansyah. (2011). The Quality of Public Services. Yogyakarta: Gava Media.
Hurriyati, R. (2008). Marketing Mix and Consumer Loyalty. Bandung: Alfabeta.
Ibrahim, R. I. M., & Bayram, P (2023). El efecto del compromiso del cliente en la lealtad del cliente: indicaciones de la industria de seguros en Jordania. Revista de Marketing de Servicios Financieros.
Indrasari, M. (2019). Marketing and Customer Satisfaction. Surabaya: Unitomo Press.
Irawan, H. (2004). 10 Principles of Customer Satisfaction. Fifth Edition. Jakarta: Elex Media Komputindo.
Kartajaya, H. (2007). Series of 9 Elements of Marketing on Service. Bandung: PT Mizan Pustaka and MarkPlus&Co.
Kholilurrahman. (2007). The Influence of Satisfaction on Customer Loyalty of simPATI Prepaid Cards. Thesis UM: Faculty of Economics. 21-22.
Kotler, P. (2002). Marketing Management. Millennium Edition. Jakarta: PT. Prehalindo.
Kotler, P. (2005). Marketing Management. Volumes 1 & 2. Jakarta: PT Indeks Kelompok Gramedia.
Kotler, P., & Armstrong, G. (2012). Principios de Marketing. Decimocuarta Edición. Pearson Prentice Hall: Nueva Jersey.
Kotler, P., & Keller, K. L. (2007). Marketing Management. Volume 1. Twelfth Edition. PT. Indeks. Jakarta.
Kotler, P., & Keller, K. L. (2008). Marketing Management. Jakarta: Erlangga.
Kotler, P., & Keller, K. L. (2016). Gestión de Marketing. 15ª Edición. Pearson Education, Inc.
Laely, N., Djunaedi & Rosita. D. (2020). The Influence of Customer Relationship Marketing and Service Quality on Satisfaction: A Study of McDonald's Consumers in Kediri. Journal of Economics, University of Kediri. 5(2). 225-242.
Lovelock, C., & Wright, L. K. (2007). Service Marketing Management. PT. Indeks, Indonesia.
Lusiah, Noviantoro, D., & Akbar, A. (2019). The Influence of Service Quality on Customer Loyalty Through Customer Satisfaction in Online Transportation Services. Journal of Economics. 24(02). 213-226.
Musanto. (2004). Factors of Satisfaction and Loyalty: A Case Study on CV Sarana Media Advertising Surabaya. Journal of Management & Entrepreneurship. 6(2). 123-136.
Berita, A. (2008). The Reason Men Like Playing Computer Games (http://www.antaranews.com/berita/128156/penyebab-lelaki-suka-main-game-komputer).
Oktapiani, A. A., & Anggraini, T. (2022). The Influence of Relationship Marketing, Corporate Image, and Sharia Compliance on Customer Loyalty with Customer Satisfaction as an Intervening Variable at PT BSI KCP Gunung Tua. Islamic Economics Scientific Journal. 8(3). 3423-3433.
Oliver, R. L. (1996). Satisfacción: una perspectiva conductual sobre el cliente. McGraw Hill, Nueva York.
Parasuraman, A., et al. (1985). Modelo conceptual de la calidad del servicio y sus implicaciones para la investigación futura. Jurnal Marketing. (49). 41-50.
Parasuraman, A. (2001). Las Consecuencias Comportamentales de la Calidad del Servicio. Revista de Marketing. 60.
Parvatiyar, A., & Sheth, J. N. (2001). Gestión de Relaciones con Clientes: Práctica, Proceso y Disciplina Emergentes. Revista de Investigación Económica y Social. 3. 1-34.
Putri, Y. L., & Utomo, H. (2017). The Influence of Service Quality on Customer Loyalty with Satisfaction as an Intervening Variable (Perception Study on Dian Comp Ambarawa Customers). Among Makarti Research Journal. 10(19). 70-90.
Rezvani, M., et al. (2011). El efecto de las dimensiones del marketing relacional en la satisfacción del cliente y su lealtad. In the Australian Journal of Basic and Applied Sciences. Iran: Islamic Azad University. 5(9). 1547-1553.
Riyanto, A. (2017). Application of Health Research Methodology. Yogyakarta: Nuha Medika.
Robinette, S. (2001). Emotion Marketing. Jakarta: Mc.Grow Hill Book Company.
Safavi, V. D. R., & Hawignyo (2021). The Influence of Service Quality and Brand Image on Prepaid Card Consumer Satisfaction. Journal of Management. 13(1). 142-150.
Sangadji, Mamang, E., & Sopiah. (2013). Consumer Behavior. Yogyakarta. Andi.
Santoso, L. R., & Japarianto, E. (2015). The Influence of Relationship Marketing on Customer Satisfaction and Customer Loyalty of Kompas Newspaper in Surabaya. 3(1). 1-11.
Saputra & Ariningsih. (2014). The Future of Implementing Relationship Marketing Strategies in the Banking Service Industry. Journal of Management and Business. 10(1). 1-15.
Sari, Y. K. (2017). The Influence of Service Quality, Relationship Marketing, and Corporate Social Responsibility on Bank Customer Loyalty and Satisfaction. Journal of Business & Management. 17(2). 1-14
Sekaran, U., & Bougie, R. (2016). Métodos de Investigación para Negocios: Un Enfoque de Desarrollo de Habilidades (7ª Ed). Reino Unido: Wiley.
Setyowati, E., & Wiyadi. (2016). The Influence of Service Quality, Price, and Brand Image on Customer Loyalty with Customer Satisfaction as a Mediating Variable. Journal of Resource Management Economics. 18(2). 102-112.
Sigar, K. E., Mandey, S. L. & Soepeno. D. (2020). Analysis of the Influence of Relationship Marketing and Service Quality on Customer Loyalty at PT. Pegadaian Upc. Unsrat Manado. EMBA Journal. 8(4). 989-999.
Sudaryono. (2016). Marketing Management Theory and Implementation. Yogyakarta: Andi.
Sugiyono. (2004). Business Research Methods. Alfabeta CV. Bandung.
Sugiyono. (2009). Qualitative Research Methods, and R&D. Alfabet Jakarta.
Sugiyono. (2010). Educational Research Methods: Quantitative, Qualitative, and R&D Approaches. Bandung: Alfabeta.
Sugiyono. (2011). Educational Research Methods: Quantitative, Qualitative, and R&D Approaches. Bandung: Alfabeta.
Sukmawati, K. (2011). The Influence of Service Quality, Price, and Customer Satisfaction on Customer Loyalty in Executive Train Transportation Services. Journal of the Department of Management, Faculty of Economics, Gunadarma University.
Tiong, P. (2018). The Influence of Service Quality on Customer Loyalty at PT. Primagum Sejati in Makassar. Journal of Management & Business. 1(2). 176-204.
Tjiptono, F. (2004). Service Management, First Edition. Yogyakarta: Andi Offset.
Tjiptono, F. (2005). Service Marketing. First Edition, Banyumedia Publishing, Malang.
Tjiptono, F. (2014). Service Marketing. Yogyakarta: C.V Andi Offset.
Tjiptono, F. (2016). Service, Quality & Satisfaction. Yogyakarta. Andi. 2014. Service Marketing (Principles, Applications, Research). Yogyakarta. Andi.
Downloads
Published
Issue
Section
License
Copyright (c) 2024 INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE) © 2024 by Adisam Publihser is licensed under CC BY-SA 4.0
