Dzulfikri Azis Muthalib (1)
This study aims to examine the effect of digital marketing and customer relationship management (CRM) on the loyalty of business partners of a printing company (percetakan) in Kendari. This research employs a quantitative approach with a causal research design. Data were collected through a questionnaire distributed to 85 active printing partners selected using purposive sampling, with criteria of having partnered with the company for at least six months and having placed a minimum of three printing orders during that period. The data were analyzed using multiple linear regression with the assistance of SPSS version 26. The results indicate that digital marketing has a positive and significant effect on partner loyalty. Customer relationship management also has a positive and significant effect on partner loyalty, with a more dominant influence than digital marketing. Simultaneously, digital marketing and CRM explain a substantial proportion of the variance in partner loyalty. These findings suggest that printing business partners evaluate their relationship with the company holistically, weighing both digital engagement and the quality of relational management they receive.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340.
Engel, J. F., Blackwell, R. D., & Miniard, R. D. (1995). Consumer behavior (8th ed.). Dryden Press.
Field, A. (2018). Discovering statistics using IBM SPSS statistics (5th ed.). SAGE Publications.
Gefen, D. (2000). E-commerce: The role of familiarity and trust. Omega, 28(6), 725–737.
Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25 (9th ed.). Badan Penerbit Universitas Diponegoro.
Griffin, J. (2005). Customer loyalty: Menumbuhkan dan mempertahankan kesetiaan pelanggan. Erlangga.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Pearson.
Handayani, R., & Wibowo, A. (2021). Peran kepercayaan konsumen terhadap keputusan pembelian ulang pada platform marketplace. Jurnal Manajemen dan Bisnis Digital, 4(2), 88–99.
Kotler, P., & Armstrong, G. (2018). Principles of marketing (17th ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Krissianty, D., & Widayatmoko, W. (2019). Pengaruh customer relationship management dan kepercayaan merek terhadap loyalitas pelanggan Telkomsel. Prologia, 3(1), 178–184. https://doi.org/10.24912/pr.v3i1.5904
Kwiatek, P., Morgan, Z., & Thanasi-Boçe, M. (2020). The role of relationship quality and loyalty programs in building customer loyalty. Journal of Business & Industrial Marketing, 35(11), 1645–1657. https://doi.org/10.1108/JBIM-02-2019-0093
Larasati, S., & Utomo, S. B. (2021). Strategi customer relationship marketing terhadap loyalitas pelanggan. Jurnal Ilmu dan Riset Manajemen, 10(5), 1–13.
Lin, J. C., & Wu, C. (2011). The role of expected future use in relationship-based service retention. Managing Service Quality, 21(5), 535–551. https://doi.org/10.1108/09604521111159816
Lisani, M. A., & Indrawati, I. (2020). Pengaruh digital marketing mobile application terhadap loyalitas pelanggan Gojek. Jurnal Penelitian IPTEKS, 5(2), 254–258. https://doi.org/10.32528/ipteks.v5i2.3665
Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of Management Review, 20(3), 709–734.
McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and validating trust measures for e-commerce: An integrative typology. Information Systems Research, 13(3), 334–359.
Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101–134.
Peter, J. P., & Olson, J. C. (2010). Consumer behavior & marketing strategy (9th ed.). McGraw-Hill.
Ramadhani, S., Putra, A., & Lestari, D. (2022). Pengaruh kemudahan penggunaan aplikasi e-commerce terhadap keputusan pembelian generasi Z. Jurnal Riset Manajemen dan Pemasaran, 6(1), 45–56.
Saputra, B., Anjani, R., & Firmansyah, T. (2023). Kemudahan transaksi dan kepercayaan sebagai determinan keputusan pembelian pada marketplace. Jurnal Ekonomi dan Bisnis Digital, 5(3), 210–223.
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill building approach (7th ed.). Wiley.
Tjiptono, F. (2015). Strategi pemasaran (4th ed.). Andi Offset.
Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46(2), 186–204.