THE EFFECT OF RELATIONAL MARKETING ON CONSUMER SATISFACTION OF BURGER KING, WARU SIDOARJO

Bambang   Setyadarma; Tri Tjahjo  Poernomo; Husni Indrawati Wijaya  Putri

doi:10.7777/jiemar.v3i3.341

Bambang Setyadarma Faculty of Economics and Business, Wijaya Kusuma University Surabaya
Tri Tjahjo Poernomo Faculty of Economics and Business, Wijaya Kusuma University Surabaya
Husni Indrawati Wijaya Putri Faculty of Economics and Business, Wijaya Kusuma University Surabaya

DOI: https://doi.org/10.7777/jiemar.v3i3.341

Keywords: Consumer Satisfaction; Judgement Sampling Method; Relational Marketing

Abstract

This research article aims to identify the positivity between relational marketing for consumer satisfaction. Sampling the study consisted of 60 burger bread consumers through the judgement sampling method approach. The overall dimensional relational marketing contributes positivity to the establishment of consumer satisfaction values as the consumers of burger bread today. Statistical histogram curves have a normal distributed tendency, where the entire particle of normal patterned observation objects is not randomized. Relational marketing performance consisted of factors; trust, commitment, competence, communication and conflict management capabilities are able to actualize the formation of burger king bread consumer satisfaction values in real terms.

References

Ahmadi. Edy Anas, Herwidyaningtyas, Fristina Bhakti, Fatimah. Siti. 2020. The Influence Of Organizational Culture, Work Motivation, And Job Satisfaction On Management Lecturer Performance (Empirical Study At Higher Education In The Residency Of Bojonegoro. Journal Of Industrial Engineering & Management Research. Jilid 1. Terbitan 3 Halaman 76-83

Andriyanto, R. D., & Haryanto, J. O. (2010). Analisis Pengaruh Internet Marketing Terhadap Pembentukan Word of Mouth dan Brand Awareness untuk Memunculkan Intention to Buy, 9(1).

Abdullah, M. M. (2014), Manajemen dan Evaluasi Kinerja Karyawan, Perpustakaan Nasional RI: Katalog Dalam Terbitan (KDT). Yogyakarta: Aswaja Pressindo.

Buchari A, (2011). Manajemen Pemasaran dan Pemasaran Jasa, Cetakan Ke 9, Bandung: Alfabeth.

Cooper, D.R., & Emory, C.W. (2015). Business Research Methods, 5th Ed Richard D. Irwin, Inc. New York.

Hasan. A. (2013). Marketing dan Kasus Kasus Pilihan. Yogyakarta: CAPS (Center For Academic Publishing Service).

Kotler, P. (2017). Manajemen Pemasaran, Analisis Perencanaan, Pengendalian, Edisi Terjemahan. Jakarta: Salemba Empat.

Kotler & Keller. (2019). Manajemen Pemasaran,,Edisi Terjemahan. Jakarta: PT Erlangga.

Putri, U. P., & Suharyono, Y. A. (2014). Pengaruh Relationship Marketing Terhadap Kepuasan Dan Loyalitas Nasabah. Jurnal Administrasi Bisnis, 15(2).

Saputra, M. H. & Ariningsih E. P. (2014). Masa Depan Penerapan Strategi Relationship Marketing Pada Industri Jasa Perbankan. SEGMEN Jurnal Manajemen dan Bisnis, 10(1).

Sunyoto, D. (2015). Manajemen Dan Pengembangan Sumber Daya Manusia. Yogyakarta: Center for Academic Publishing Service.

Santoso, L. R. & Japarianto, E. (2015). Relationship Marketing Terhadap Kepuasan Pelanggan Dan Loyalitas Pelanggan Koran Kompas Di Surabaya, Jurnal Manajemen Pemasaran Petra, 3(1), 1-11.

Tjiptono, F, Chandra, G, Adriana, D. (2012). Pemasaran Strategik,. Yogyakarta: Andi Offset.

Venampy & Sivesan, S. (2012). Impact of Relationship Marketing on Customer Loyalty on Banking Sectors, Journals of South Academic Research, 2(3), 179-191.

Yu, T. W., & Tung, F. C. (2013). Investigating effects of relationship marketing types in life insurers in Taiwan. Managing Service Quality: An International Journal, 23(2), 111-130.

Zeithaml, Valerie A. & M. J. Bitner. (2011). Services Marketing: Integrating Cutomer. Focus Acros The Firm (2nd ed.). Boston University.