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All Journal Jurnal GeoEkonomi Accounting Profession Journal (APAJI) Jurnal Buana Akuntansi JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) YOS SOEDARSO ECONOMICS JOURNAL
Johannes Baptista Halik
Universitas Kristen Indonesia Paulus
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : YOS SOEDARSO ECONOMICS JOURNAL

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PENGARUH RELATIONSHIP MARKETING DAN LOYALITAS PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MIXUE MAKASSAR Reni Anastasia; Noviantry Ruruk; Amir Jaya; Johannes Baptista Halik; Jerliyen Pramita Londong
Yos Soedarso Economic Journal (YEJ) Vol. 5 No. 2 (2023): Agustus 2023
Publisher : Fakultas Ekonomi Universitas Yos Soedarso

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Abstract

This research aims to see the influence between relationship marketing and customer loyalty on Mixue consumer purchasing decisions in the city of Makassar. This research took a sample of 50 people using the convenience sampling method from Mixue consumers in the city of Makassar. The data was then analyzed using statistical data analysis techniques using the SmartPLS version 4 application. From the research results it was found that Relationship marketing did not affect the purchasing decisions of Mixue consumers in the city of Makassar. Service quality has a positive and significant effect on Mixue consumer purchasing decisions in the city of Makassar. Based on these results, the author suggests that Mixue be able to handle consumer complaints better and create customer loyalty so that they do not lose out in today's increasingly fierce competition.
Co-Authors Amir Jaya Bahri Majid Carolus Askikarno Palalangan Elsa Balaba Ifah Finatry Latiep Irdawati Jerliyen Pramita Londong Maria Yessica Halik Noviantry Ruruk Nurlia Nurlia Olga Fiorella Pagiling Reni Anastasia Tamzil Yusuf