The Impact of Brand Image Modiation on the Influence of Relationship Marketing on Customer Loyalty
Keywords:
brand image, customer loyalty, relationship marketing
Abstract
The aim of the research is to analyze relationship marketing on customer loyalty mediated by brand image. The research design uses quantitative descriptive using primary data sources taken directly from respondents via questionnaires. The research sample of Herbalife customers in Kodya Semarang with a minimum subscription period of 1 year amounted to 157 respondents. The research results explain that relationship marketing influences customer loyalty, while brand image is able to mediate. However, there is an obstacle, namely that respondents who are outside the Semarang Municipality cannot be used as samples so the results cannot be generalized.
References
Adi dan Purwanto. 2006. Analisis Pengaruh Implementasi Relationship Marketing Di Sebuah Penyedia Jasa Internet Di Karanganyar Pada Kepuasan Pelanggan, Loyalitas Pelanggan dan Kualitas Pelayanan. Fokus Manajerial, Vol 4, No 1, hal 14-22.
An-Tien Hsieh dan Chung-Kai Li. 2007. The moderating effect of brand image on public relations perception and customer loyalty. Marketing Intelligence & Planning. Vol. 26 No. 1, 2008 pp. 26-42.
Assauri, Sofjan, (1993), Manajemen Produksi. Edisi Ketiga, Lembaga Penerbit Fakultas Ekonomi Universitas Indonesia, Jakarta.
Assauri, Sofjan, (1999), Manajemen Produksi dan Operasi. Edisi Empat, Lembaga Penerbit Fakultas Ekonomi Universitas Indonesia, Jakarta.
Akbar, Adam, 2012 “ Analisis Pengaruh Citra Merek, Harga,dan Kualitas Produk Terhadap Keputusan Pembelian Note book Toshiba,”Jurnal ,Universitas Gunadarm.Jakarta.
Ananda, Aris 2011. Manajemen Ekuitas Merek : Memanfaatkan Nilai Dari Suatu Merek. Spektrum Mitra Utama. Jakarta.
Supomo, Bambang dan Indriantoro, Nur. 2002, Metodologi Penelitian Bisnis, Cetakan Kedua, Yogyakara; Penerbit BFEE UGM.
Swasta, Basu, Dharmesta dan Irawan, (2008) Manajemen Pemasaran Modern, Liberty, Yogyakarta.
Lovelock, Christopher, Lauren Wright, 2005. Principles of Service Marketing and Management, USA : Prentice-Hall International Edition..
Lovelock, Christopher H, Wright, Lauren, 2007. Principles of Service Marketing and Management: International. USA : Prentice-Hall International Edition.
Andreani, Fransisca, Taniaji, Tan Lucy and Puspitasari, Ruth Natalia Made 2012. The Impact of Brand Image, Customer Loyalty with Customer Satisfaction as A Mediator in Mcdonald’s. Jurnal manajemen dan kewirausahaan, vol.14, no. 1, maret 2012: 63−70.
Ferdinand, Augusty. 2014. Metode Penelitian Manajemen. BP Universitas Diponegoro. Semarang.
Gaffar, Vanessa. 2011. Costumer Relationship Management and Marketing Public Relation. Bandung: Alfabeta. Griffin, Jill (2012) Customer Loyalty: How To Learn It, How To Keep It. Jakarta: Penerbit Erlangga.
Tjiptono (2000). Manajemen Jasa. Andy Offset. Yogyakarta.
Kotler dan Kevin Lane Keller, 2006. Marketing management, Person Education Inc.
Kotler dan Keller, 2006. Manajemen Pemasaran. Jakarta.
Kotler dan Amstrong, (2010). Principles of Marketing. United States of Amerika: Perason.
Kuncoro, Mudrajad. 2003. Metode Riset untuk Bisnis & Ekonomi. Jakarta: Erlangga.
Kandampully & Suhartanto, 2000, D, Customer Loyalty in the Hotel Industry : the Role of Customer Satisfaction and Image International Journal of Contemporary. Management, 12
Morgan, R.M. and Hunt, S.D. (1994), “The commitment-trust theory of relationship marketing”, Journal of Marketing, Vol. 58 No. 3, pp. 20-38. Morgan, Robert M., dan Shelby D. Hunt, 1994, "The Commitment-Trust Theory of Relationship Marketing", Journal of Marketing, Vol. 58, July, pp. 20- 38.
McIlroy, A.S., & Barnett. (2000). Building Customer Relationships: Do Discount Cards Work? Managing Service Quality. Journal, 10 (6), 347-355.
Muhammad Ishtiaq Ishaq, et al. 2014. Role of Corporate Image, Product Quality and Customer Value in Customer Loyalty: Intervening Effect of Customer Satisfaction. J. Basic. Appl. Sci. Res., 4(4)89-97, 2014 © 2014, TextRoad Publication ISSN 2090-4304 Journal of Basic and Applied Scientific Research.
Nelson Oly Ndubisi, 2005. Effect of gender on customer loyalty: a relationship marketing approach. Marketing Intelligence & Planning Vol. 24 No. 1, 2006 pp. 48-61.
Chan, Syafruddin. 2003. Relationship Marketing : Inovasi Pemasaran Yang Membuat Pelanggan Bertekuk Lutut. PT Gramedia Pustaka Utama. Jakarta.
Griffin, Jill, 2003, Customer Loyalty : How to Earn It, How to Keep It, Lexington Books, The Free Press, Singapore
Griffin, K., 2008. “The Contribution of Studies of Source Credibility to a Theory of Interpersonal Trust in the Communication Process,” Psychological Bulletin, Vol. 68, No. 2:104-120, 2003.
Handoko, T. Hani. 1995. Manajemen. BPFE: Yogyakarta.
Djumarno , Oktaviadri Sjafar dan Said Djamaluddin, 2017. The Effect of Brand Image, Product Quality, and Relationship Marketing on Customer Satisfaction and Loyalty. International Journal of Business Marketing and Management (IJBMM) Volume 2 Issue 10 November 2017, P.P.15-24 ISSN: 2456-4559.
Oliver, Richard L., 1999, “Whence Consumer Loyalty”, Journal of Marketing., Volume 63 Special Issue, pp. 33-44.
Palmetier (2009). Relationship Marketing. Cambridge: Marketing Science Institute.
Rita Martenson, 2007. Corporate brand image, satisfaction and store loyalty A study of the store as a brand, store brands and manufacturer brands. International Journal of Retail & Distribution Management Vol. 35 No. 7, 2007 pp. 544-555.
Rahman Arif, 2010, Strategi Dahsyat Marketing Mix, cetakan pertama, penerbit : Transmedia, Jakarta.
Sugiyono, 2003, Metode Penelitian Bisnis, CV Alvabeta, Bandung.
Sugiyono, 2013, Metodelogi Penelitian Kuantitatif, Kualitatif Dan R&D. (Bandung: ALFABETA)
Sivesan. 2012. Impact of Relationship Marketing on Costumer Loyalty on Banking Sectors. Jurnal of South Academic Research. Volume 2, Issue 3, pp. 179-191.
Saputra dan Ariningsih, 2014, Masa Depan Penerapan Strategi Relationship Marketing pada Industri Jasa Perbankan, SEGMEN Jurnal Manajemen dan Bisnis, Volume 10 No. 1.
Khoironi, Tubagus Agus, Hidayat Syah dan Parlindungan Dongoran, 2018. Product Quality, Brand Image and Pricing To Improve Satisfaction Impact on Customer Loyalty. International Review of Management and Marketing | Vol 8 . Issue 3. 2018
Velnampy, and Sivesan, S. 2012. Customer Relationship Marketing and Company Satisfaction A Study On Mobile Service Providing Company In Srilanka. Global Journal Inc. Vol. 12 (18) 2012.
Wibowo S. 2006. Relationship Marketing Inputs Terhadap Customer Loyalty Pada Industry Hospitality, Surabaya.
An-Tien Hsieh dan Chung-Kai Li. 2007. The moderating effect of brand image on public relations perception and customer loyalty. Marketing Intelligence & Planning. Vol. 26 No. 1, 2008 pp. 26-42.
Assauri, Sofjan, (1993), Manajemen Produksi. Edisi Ketiga, Lembaga Penerbit Fakultas Ekonomi Universitas Indonesia, Jakarta.
Assauri, Sofjan, (1999), Manajemen Produksi dan Operasi. Edisi Empat, Lembaga Penerbit Fakultas Ekonomi Universitas Indonesia, Jakarta.
Akbar, Adam, 2012 “ Analisis Pengaruh Citra Merek, Harga,dan Kualitas Produk Terhadap Keputusan Pembelian Note book Toshiba,”Jurnal ,Universitas Gunadarm.Jakarta.
Ananda, Aris 2011. Manajemen Ekuitas Merek : Memanfaatkan Nilai Dari Suatu Merek. Spektrum Mitra Utama. Jakarta.
Supomo, Bambang dan Indriantoro, Nur. 2002, Metodologi Penelitian Bisnis, Cetakan Kedua, Yogyakara; Penerbit BFEE UGM.
Swasta, Basu, Dharmesta dan Irawan, (2008) Manajemen Pemasaran Modern, Liberty, Yogyakarta.
Lovelock, Christopher, Lauren Wright, 2005. Principles of Service Marketing and Management, USA : Prentice-Hall International Edition..
Lovelock, Christopher H, Wright, Lauren, 2007. Principles of Service Marketing and Management: International. USA : Prentice-Hall International Edition.
Andreani, Fransisca, Taniaji, Tan Lucy and Puspitasari, Ruth Natalia Made 2012. The Impact of Brand Image, Customer Loyalty with Customer Satisfaction as A Mediator in Mcdonald’s. Jurnal manajemen dan kewirausahaan, vol.14, no. 1, maret 2012: 63−70.
Ferdinand, Augusty. 2014. Metode Penelitian Manajemen. BP Universitas Diponegoro. Semarang.
Gaffar, Vanessa. 2011. Costumer Relationship Management and Marketing Public Relation. Bandung: Alfabeta. Griffin, Jill (2012) Customer Loyalty: How To Learn It, How To Keep It. Jakarta: Penerbit Erlangga.
Tjiptono (2000). Manajemen Jasa. Andy Offset. Yogyakarta.
Kotler dan Kevin Lane Keller, 2006. Marketing management, Person Education Inc.
Kotler dan Keller, 2006. Manajemen Pemasaran. Jakarta.
Kotler dan Amstrong, (2010). Principles of Marketing. United States of Amerika: Perason.
Kuncoro, Mudrajad. 2003. Metode Riset untuk Bisnis & Ekonomi. Jakarta: Erlangga.
Kandampully & Suhartanto, 2000, D, Customer Loyalty in the Hotel Industry : the Role of Customer Satisfaction and Image International Journal of Contemporary. Management, 12
Morgan, R.M. and Hunt, S.D. (1994), “The commitment-trust theory of relationship marketing”, Journal of Marketing, Vol. 58 No. 3, pp. 20-38. Morgan, Robert M., dan Shelby D. Hunt, 1994, "The Commitment-Trust Theory of Relationship Marketing", Journal of Marketing, Vol. 58, July, pp. 20- 38.
McIlroy, A.S., & Barnett. (2000). Building Customer Relationships: Do Discount Cards Work? Managing Service Quality. Journal, 10 (6), 347-355.
Muhammad Ishtiaq Ishaq, et al. 2014. Role of Corporate Image, Product Quality and Customer Value in Customer Loyalty: Intervening Effect of Customer Satisfaction. J. Basic. Appl. Sci. Res., 4(4)89-97, 2014 © 2014, TextRoad Publication ISSN 2090-4304 Journal of Basic and Applied Scientific Research.
Nelson Oly Ndubisi, 2005. Effect of gender on customer loyalty: a relationship marketing approach. Marketing Intelligence & Planning Vol. 24 No. 1, 2006 pp. 48-61.
Chan, Syafruddin. 2003. Relationship Marketing : Inovasi Pemasaran Yang Membuat Pelanggan Bertekuk Lutut. PT Gramedia Pustaka Utama. Jakarta.
Griffin, Jill, 2003, Customer Loyalty : How to Earn It, How to Keep It, Lexington Books, The Free Press, Singapore
Griffin, K., 2008. “The Contribution of Studies of Source Credibility to a Theory of Interpersonal Trust in the Communication Process,” Psychological Bulletin, Vol. 68, No. 2:104-120, 2003.
Handoko, T. Hani. 1995. Manajemen. BPFE: Yogyakarta.
Djumarno , Oktaviadri Sjafar dan Said Djamaluddin, 2017. The Effect of Brand Image, Product Quality, and Relationship Marketing on Customer Satisfaction and Loyalty. International Journal of Business Marketing and Management (IJBMM) Volume 2 Issue 10 November 2017, P.P.15-24 ISSN: 2456-4559.
Oliver, Richard L., 1999, “Whence Consumer Loyalty”, Journal of Marketing., Volume 63 Special Issue, pp. 33-44.
Palmetier (2009). Relationship Marketing. Cambridge: Marketing Science Institute.
Rita Martenson, 2007. Corporate brand image, satisfaction and store loyalty A study of the store as a brand, store brands and manufacturer brands. International Journal of Retail & Distribution Management Vol. 35 No. 7, 2007 pp. 544-555.
Rahman Arif, 2010, Strategi Dahsyat Marketing Mix, cetakan pertama, penerbit : Transmedia, Jakarta.
Sugiyono, 2003, Metode Penelitian Bisnis, CV Alvabeta, Bandung.
Sugiyono, 2013, Metodelogi Penelitian Kuantitatif, Kualitatif Dan R&D. (Bandung: ALFABETA)
Sivesan. 2012. Impact of Relationship Marketing on Costumer Loyalty on Banking Sectors. Jurnal of South Academic Research. Volume 2, Issue 3, pp. 179-191.
Saputra dan Ariningsih, 2014, Masa Depan Penerapan Strategi Relationship Marketing pada Industri Jasa Perbankan, SEGMEN Jurnal Manajemen dan Bisnis, Volume 10 No. 1.
Khoironi, Tubagus Agus, Hidayat Syah dan Parlindungan Dongoran, 2018. Product Quality, Brand Image and Pricing To Improve Satisfaction Impact on Customer Loyalty. International Review of Management and Marketing | Vol 8 . Issue 3. 2018
Velnampy, and Sivesan, S. 2012. Customer Relationship Marketing and Company Satisfaction A Study On Mobile Service Providing Company In Srilanka. Global Journal Inc. Vol. 12 (18) 2012.
Wibowo S. 2006. Relationship Marketing Inputs Terhadap Customer Loyalty Pada Industry Hospitality, Surabaya.
Published
2024-03-18
How to Cite
Kuncoro, A. (2024). The Impact of Brand Image Modiation on the Influence of Relationship Marketing on Customer Loyalty. Journal of Economics and Public Health, 3(1), 11-18. https://doi.org/10.37287/jeph.v3i1.3082
Section
Articles
