Pengaruh Relationship Marketing Terhadap Loyalitas Pelanggan Rumah Makan Se’i Babi Aroma di Kota Kupang
The Influence of Relationship Marketing on Customer Loyalty at The Se’i Babi Aroma Restaurant in Kupang City
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Edeltrudis Angela Bita Seran(1*)
Universitas Nusa Cendana
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Maria Yasinta Luruk(2)
Universitas Nusa Cendana
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Solvi M Makandolu(3)
Universitas Nusa Cendana
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Ulrikus Romsen Lole(4)
Universitas Nusa Cendana
(*) Corresponding Author
Abstract
This study examines the effect of relationship marketing on customer loyalty at Se'i Babi Aroma Restaurant in Kupang City. Relationship marketing in this study was measured through four independent variables, namely product quality, price, promotion, and brand image, using observation, interview, and documentation methods on 70 customers of Se'i Babi Aroma Restaurant. The sampling technique used was Accidental Sampling with the criteria of customers who are currently making purchases and have purchased the product at least once a month. Data were analyzed using multiple linear regression. The results of the analysis showed that product quality (b = 0.004, p = 0.002), price (b = 0.035, p = 0.000), and brand image (b = 0.109, p = 0.000) have a positive and significant effect on customer loyalty, which means that an increase in these three variables substantially encourages an
increase in customer loyalty. The coefficient value indicates the magnitude of the change in customer loyalty for every one unit change in the independent variable concerned. Product quality, price, and brand image have a positive effect on customer loyalty, meaning that an increase in these variables tends to increase
loyalty.
Penelitian ini menanamkan pengaruh pemasaran relasional terhadap loyalitas pelanggan Rumah Makan Se'i Babi Aroma, dengan kualitas produk, harga, promosi, dan citra merek sebagai variabel independen. Data diperoleh dari 70 pelanggan melalui kuesioner menggunakan Accidental Sampling dan dianalisis dengan regresi linear berganda. Hasil analisis menunjukkan bahwa kualitas produk (b = 0,004, p = 0,002), harga (b = 0,035, p = 0,000), dan citra merek (b = 0,109, p = 0,000) berpengaruh positif dan signifikan terhadap loyalitas pelanggan, yang berarti bahwa peningkatan pada ketiga variabel tersebut secara substansial mendorong peningkatan loyalitas pelanggan.
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