Journal of Applied Business and Technology
Vol. 1 No. 1 (2020): Journal of Applied Business and Technology

RELATIONSHIP OF MARKETING TACTICS ON CONSUMER TRUST AND CONSUMER LOYALTY : THE CASE OF MEGA SANEL LESTARI PEKANBARU

Evelyn Wijaya (Institut Bisnis dan Teknologi Pelita Indonesia)
Suyono Suyono (Institut Bisnis dan Teknologi Pelita Indonesia)
Pamuji Hari Santoso (Institut Bisnis dan Teknologi Pelita Indonesia)

Article Info

Publish Date
20 Jan 2020

Abstract

Maintaining consumer loyalty is the main goal of relationship marketing. This is a way to build a long-term and mutually beneficial relationship between business owners and consumers. This study aimed to analyze the effect of relational marketing on consumer trust and consumer loyalty at Mega Sanel Lestari, Pekanbaru. The population in this study was consumers who made at least a purchase transaction at Mega Sanel Lestari, Pekanbaru with a total sample of 100 respondents. The study used SmartPLS 3 program. The results of the study indicate that relationship marketing and consumer trust have a significant positive effect on consumer loyalty and consumer trust. Consumer trust becomes the dominant variable in building and maintaining Consumer loyalty at Mega Sanel Lestari, Pekanbaru.

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Journal Info
Journal of Applied Business and Technology
Website

Abbrev

JABT

Publisher

INSTITUT BISNIS DAN TEKNOLOGI PELITA INDONESIA

Subject

Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

JABT (Journal of Applied Business and Technology) is a media for exploration and discussion about Business Management and Technological problems arised in the society. It includes scientific articles in the form of research results, theory application, analytical studies, and literature studies on ...