The influence of relational marketing and e-word of mouth on Krisna Oleh-Oleh Khas Bali

Authors

  • I Putu Gede Arya Negara Universitas Pendidikan Nasional

DOI:

https://doi.org/10.38043/revenue.v1i2.3646

Keywords:

Relational Marketing, E-Word of Mouth, Customer Loyalty

Abstract

This research was conducted based on the gap in the results of previous studies (research gap) and differences in the focus of discussion about relational marketing, e-word of mouth on consumer loyalty. In addition, there are also research problems (research problems) about not achieving sales at Krisna souvenirs typical of Bali Sunset Road. This research was conducted on Krisna souvenirs typical of Bali Sunset Road with an unlimited population and the sample of this study amounted to 55 consumers. All data obtained from the questionnaire distribution are feasible to use, then analyzed using SPSS 24.0. The results of the study provide that relational marketing has a positive and significant effect on customer loyalty, e-word of mouth has a positive and significant effect on customer loyalty and relational marketing and e-word of mouth have a positive and significant effect on consumer loyalty. The implication of this research is that relational marketing can be improved by taking into account indicators of trust, reciprocity, bonding, and empathy. E-word of mouth can be improved by taking into account indicators of the willingness of consumers to talk about positive things about the company to others, recommending company services to others, and encouraging friends/relations to make purchases of company services. Consumer loyalty can be improved by taking into account indicators of regular repurchases, buying across product lines and services, recommending others, and pointing out immunity to competitors' attraction.

References

Articles

Akbar. M., M dan Parvez, N. (2019). Impact of service quality, trust, and customer satisfaction on customer loyalty. International Journal ABAC, 29(1), 24-38. http://www.assumptionjournal.au.edu/index.php/abacjournal/article/view/526

Ashari. D. D., & Wijaksana. T. I. (2016). The effect of relational marketing on customer loyalty through customer satisfaction (Study on CV. Berkah Mandiri Surakarta, Central Java). Journal of E-Proceeding of Management, 3(3).

Babin. B. J., Lee, Y., Kim, E., & Griffin, M. (2015). Modeling consumer satisfaction and Word–of–Mouth: Restaurant Patronage Korea. Journal of Service Marketing, 19, 133– 139. http://dx.doi.org/10.1108/08876040510596803

Burnham. T. A., & Leary. R. B. (2018). Word of Mouth opportunity: Why recommendation likelihood overestimates positive word of mouth. Journal of Marketing Theory and Practice, 26(4). 368– 389. https://doi.org/10.1080/10696679.2018.1487770

Chakiso. 2015. The effect of relationship marketing on customers’ loyalty (Evidence from Zemen Bank). Emerging Markets Journal, 5(2). http://dx.doi.org/10.5195/emaj.2015.84

Jalilvand. M. R., & Samiei, N. (2014). The effect of electronic word of mouth brand image and purchase intention: an empirical study in the automobile industry in Iran. Journal of Marketing Intelligence and Planning, 30(4), 460-476. http://dx.doi.org/10.1108/02634501211231946

Litvin, S., Goldsmith, R., & Pan, B. (2018). Electronic word-of-mouth in hospitality and tourism management. International Journal of Contemporary Hospitality Management, 30(4). http://dx.doi.org/10.1108/IJCHM-08-2016-0461

Malik, E. & Muhammad. (2013). Importance of brand awareness and brand loyalty in assessing purchase intentions of consumers. Journal of Business and Social Science, 4(5).

Manurung. R. & Rini. E. S. (2014). The effect of relational marketing on customer loyalty at PT. Melia Healthy Prosperous Stockist Medan. Journal of Economy and Business, 2(2).

Ningsih, S., Bake, M. J., dan Suriyani. (2017). The effect of relational marketing and service quality on customer loyalty at the Kubra Kendari hotel. Journal of Management, 2(1).

Paludi, S. (2016). Analysis of the influence of electronic word of mouth (e-WOM) on destination image, tourist satisfaction, and destination loyalty of the Betawi Cultural Village (PBB) Setu Babakan, South Jakarta. Management Journal, 1(2).

Purwanda. E., & Wati. Q. (2018). The effect of electronic word of mouth, trust, and satisfaction on customer loyalty (Survey of Lazada customers in the East Bandung Region). Intekna Journal, 18(2), 67-131.

Putra, E. P. K. S. (2017). Effect of internet advertising and electronic word-of-mouth (e-WoM) on unplanned online purchases on online store sites at hijup.com. Journal of Economics and Business, 2(4).

Thurau. H, Thorsten, K. P. G., Gianfranco, W., & Dwayne, D. G. (2014). Electronic Word-of-Mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet. Journal of Interactive Marketing, 18(1), 38-52.

Voyer, P. A., & Ranaweera. (2015). The impact of Word of Mouth on service purchase decisions: Examining risk and the interaction of tie strength and involvement. Journal of Service Research, 3(2). 166-177. http://dx.doi.org/10.1108/JSTP-04-2014-0070

Wang, S.-C., Pai, M.-Y., & Chu, H.-C. (2013). Ontology-based SWOT analysis method for electronic word-of-mouth. Journal Knowledge-Based Systems, 5(1), 134–150. http://dx.doi.org/10.1016/j.knosys.2013.06.009

Books

Buttle, F. (2014). Customer relationship management (1st ed.). Bayumedia.

Chan, S. (2013). Relationship marketing. Jakarta. PT Gramedia Pustaka Utama.

Griffin, J. (2014). Customer loyalty: Growing and retaining customers. Erlangga.

Kotler, P. (2016). Marketing Management. Erlangga.

Lupiyoadi, R. (2013). Competency-Based Service Marketing Management (3rd Ed.). Salemba Empat.

Mangkunegara, A. A. A. P. (2015). Company human resources management. PT Pemuda Rosdakarya.

Setiadi., J. N. (2013). Consumer Behavior (Revised edition). Kencana Perdana Media Group.

Sugiyono. (2017). Educational research methods quantitative, qualitative, and R&D approaches. Alphabeta.

Swastha, B. & Handoko, H. (2014). Company management consumer behavior analysis (1st ed.). Liberty.

Tjiptono, F. (2017). Services marketing strategy (1st ed.). Andi Offset.

Yuniarta, G. A., Sulindawati, N. L. G. E., & Purnamawati, I. G. A. (2015). Entrepreneurship and business feasibility study aspects. Graha Ilmu.

Thesis

Farida. I. (2015). The relationship of relational marketing dimensions to customer loyalty at PT Asuransi Takaful Keluarga Bintaro Branch [Undergraduate Thesis]. Syarif Hidayatullah State Islamic University, Jakarta.

Pujadi, B. (2014). Study on the effect of brand image on purchase intention through attitudes towards brands (Case of the toothpaste brand ciptadent in Semarang) [Undergraduate Thesis]. Diponegoro University, Semarang.

Rahma. A. (2014). The effect of price, location, and product quality on purchasing decisions on the stove syndicate cafe Semarang [Undergraduate Thesis]. FE UNDIP.

Downloads

Published

2022-04-30

How to Cite

1.
Negara IPGA. The influence of relational marketing and e-word of mouth on Krisna Oleh-Oleh Khas Bali. REVENUE [Internet]. 2022Apr.30 [cited 2022Sep.28];1(2):40-7. Available from: https://journal.undiknas.ac.id/index.php/REVENUE/article/view/3646

Issue

Section

Articles