Increasing customers’ loyalty. The contribution of marketing strategy, service quality and customer satisfaction

Abstract

There are several factors that can increase consumer loyalty. This research was carried out on all consumers of Wuling cars who make a purchased and cars services until October 2018 at the sales office of PT. SGMW Motor Indonesia in Makassar City (South Sulawesi). So that the number of samples obtained is 153 customers. The results of the analysis of the Structural Equation Model using the help of analysis of moment structures 22 provide evidence that several factors have been shown to increase customer loyalty (i.e. marketing strategy and customer satisfaction). Service quality is only able to improve customer satisfaction. The practical implications of this study provide increased customers knowledge and management of PT. SGMW Motor Indonesia in Makassar City in increasing customer loyalty. The limitations of this study on the sample size that only using Wuling customers and only carried out in Makassar City, thus limiting the ability to generalize the research findings. The originality of this study provides a basis for the configuration of modeling development by using structural equation modeling and conceptual models that prove the influence of marketing strategy, service quality on customer loyalty by including customer satisfaction which in the previous study was carried out separately. The role of mediating customer satisfaction is proven to be able to increase customer loyalty in a high direction.

Pengaruh Brand Awareness, Brand Positioning, Dan Brand Image Terhadap Loyalitas Dengan Brand Satisfaction Sebagai Variabel Intervening

“…Jika produk atau layanan tersebut sesuai dengan ekspektasi konsumen, maka konsumen akan merasa puas. Penelitian yang dilakukan oleh Aji (2020) dan Themba et al (2019) menyatakan bahwa brand positioning dan strategi pemasaran yang baik berpengaruh positif dan signifikan terhadap kepuasan pelanggan terhadap suatu produk. Strategi pemasaran dalam hal ini termasuk ke dalam brand positioning berdasarkan Kotler (2003) yang menyatakan bahwa brand positioning merupakan "strategi merancang penawaran dan citra perusahaan untuk menempati tempat yang istimewa di benak target pasarnya".…”

“…Brand positioning tidak berpengaruh signifikan terhadap brand satisfaction karena memiliki nilai T-statistic yang lebih kecil dari 1,96, yaitu sebesar 1,025 dan P-value yang lebih besar dari 0,05, yaitu 0,306. Hasil pengujian hipotesis ini juga tidak sejalan dengan penelitian sebelumnya yang menyatakan bahwa brand positioning memiliki pengaruh yang positif dan signifikan terhadap brand satisfaction (Aji, 2020;Themba et al, 2019;Bilgili & Ozkul, 2015).…”

“…Oliver (1999) dalam Christyawan & Sukresna (2020) menyatakan bahwa kepuasan merek atau brand satisfaction dipandang sebagai "respons afektif yang dihasilkan dari proses kognitif yang mengevaluasi sejauh mana suatu produk atau merek memberikan tingkat kepuasan yang menyenangkan atas kebutuhan dan keinginan pelanggan setelah satu atau beberapa transaksi". Beberapa penelitian terhadulu menunjukkan bahwa kepuasan pelanggan terhadap suatu merek dapat dipengaruhi oleh beberapa faktor, di antaranya adalah brand awareness (Putranto et al, 2022;Ilyas et al, 2020), brand positioning (Aji, 2020;Themba et al, 2019), dan brand image (Jamshidi & Rousta, 2020;Wu et al, 2011;Yulisetiarini & Prahasta, 2019;Diputra & Yasa, 2021) yang di mana ketiganya masing-masing memiliki pengaruh yang positif dan signifikan terhadap kepuasan pelanggan.…”

The Influence of Department Stores' Price Promotion Strategy Toward Consumers' Repurchase Intentions

“…Therefore, from a practical point of view, how to reinforce satisfaction, purchase intention, repurchase intention, loyalty, store atmosphere, product quality, price, service quality, and promotion activities, are all directions the department stores industry should pursue. Thus, many studies emphasized exploring how to enhance customers' satisfaction (Fredericks & Salter, 1995;Pizam, 2016;Leninkumar, 2017); how to enhance customers' purchase intention (Raghubir & Corfman, 1999;Mirabi, 2015;Hussian, 2015;Younus, 2015); how to enhance customers' repurchase intention (Zeithamal et al, 1996;Zboja & Volrhees, 2006;Lin, 2014;Suhaily, 2017); how to enhance customers' loyalty (Patrick & Beckman, 2002;Nuseir, 2015;Themba, 2019); how to reinforce service quality (Carman, 1990;Fisk et al, 1993;Themba, 2019); and how to conduct market positioning and marketing strategy (Erickson & Jonansson, 1985;Mitchell, 2001). However, there is little research to explore the impact of department stores' price promotions on repurchase intentions.…”