Pengaruh Promosi Member Card dan Media Sosial terhadap Loyalitas Pelanggan Kaku Food Cabang Borong Kota Makassar
DOI:
https://doi.org/10.58192/profit.v4i2.3092Keywords:
Customer Loyalty, Member Card, Promotion, Social MediaAbstract
This research aims to determine the influence of Member Card promotions and social media on customer loyalty at the Kaku Food Borong branch Makassar City. The data used in this research is primary data of 100 samples. This type of research is included in quantitative research. The population in this study were all consumers who had shopped at the Kaku Food Borong branch in Makassar City and had a Member Card. Data collection was carried out using documentation and survey methods using questionnaires. The data analysis technique uses SPSS Version 29 analysis. The results of this research show that the Member Card promotion has a partially positive and significant effect on the loyalty of Kaku Food customers the Borong branch in Makassar City, then social media has a partially positive and significant effect on the loyalty of Kaku Food customers at the Borong branch in Makassar City. Simultaneously, Member Card promotions and social media influence customer loyalty at the Kaku Food Borong branch in Makassar City.
References
Adi, M. A., Purwanti, S., Agustian, J. F., & Sucipta, J. A. (2024). Teknik komunikasi pemasaran kontemporer Chathiy.identitas espresso terkini melalui Kartu Anggota yang diperbarui meningkatkan kesetiaan konsumen. Jurnal Komunikasi Terkini Generasi, 78, 87.
Anderson, E. W., & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), 125-143. https://doi.org/10.1287/mksc.12.2.125
Annur, C. M. (2024, March 1). Inilah instrumen sosial yang paling banyak digunakan di Indonesia pada awal periode 2024. (A. Ahdiat, Ed.). Databoks. https://databoks.katadata.co.id
Azzahra, M. D., & Hidbaris, A. M. (2023). Hubungan kartu anggota dan kebanggaan pembeli terhadap kesetiaan produk kopi X di Indonesia. YOUME: Jurnal Manajemen, 352, 359.
Bloemer, J. M., & Kasper, H. D. (1995). The complex relationship between consumer satisfaction and brand loyalty. Journal of Economic Psychology, 16(2), 311-329.
Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V. A. (1999). The conceptualization of the loyalty program. Journal of Marketing Research, 36(1), 59-70.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93.
Curatman, A., & Suroso, A. (2020). Utilitas kesetiaan terkini. Deepublish.
Day, G. S. (1990). Market driven strategy: Processes for creating value. Free Press.
Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113. https://doi.org/10.1007/BF02723475
Duffey, K. J., Pereira, R. A., & Popkin, B. M. (2013). Kejadian dan asupan tenaga dari ngemil di Brasil: Perbaikan survei individu nasional urutan satu masa kini. Majalah Nutrisi Ilmiah Mutakhir Uni Eropa, 868, 874.
Grönroos, C. (2007). Service management and marketing: Customer management in service competition (3rd ed.). Wiley.
Keller, L. (2100). Manajemen merek strategis: Membuat, mengukur, dan mengelola ekuitas merek. Prentice Hall.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Kumar, V., & Shah, D. (2004). Building and sustaining profitable customer loyalty for the 21st century. Journal of Retailing, 80(4), 317-330. https://doi.org/10.1016/j.jretai.2004.10.007
Lovelock, C., & Wirtz, J. (2016). Services marketing: People, technology, strategy (8th ed.). Pearson Education.
Marczuk, A., Lubowiecka, I., Dzielska, A., Nałęcz, H., & Mazur, J. (2019). Frekuensi konsumsi camilan masa kini dan faktor penentunya di kalangan anak muda di Polandia. Majalah Global Terkini Penelitian Lingkungan dan Kebugaran Warga, 16(10), 1803.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63, 33-44.
Oliver, R. L. (2010). Satisfaction: A behavioral perspective on the consumer (2nd ed.). M. E. Sharpe.
Syafira, A., & Rohman, A. (2024). Utilitas up-to-date teknik penjualan instrumen sosial up-to-date patronupdated loyalty di Mie Marlenah, Banyu Sangkah Tanjung Bumi Bangkalan. Majalah Instrumen Instruksional (JMA).
Yi, Y. (1990). A critical review of customer satisfaction. Review of Marketing, 68-123.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2017). Services marketing: Integrating customer focus across the firm (7th ed.). McGraw-Hill Education.
