THE INFLUENCE OF MARKETING COMMUNICATION, CUSTOMER EXPERIENCE, AND RELATIONSHIP MARKETING ON CUSTOMER SATISFACTION (Case Study on Havana Garden Cafe, Bireuen Regency)
DOI:
10.54443/ijset.v3i9.523Published:
2025-04-22Downloads
Abstract
This study aims to see the Influence of Marketing Communication, Customer Experience, and Relationship Marketing on Customer Satisfaction (Case Study on Havana Garden Cafe, Bireuen Regency). The sampling technique in this study is NonProbability Sampling. The sample in this study was 125 visitors to the Havana Garden Cafe, Bireuen Regency. Primary data in this study were taken by means of interviews and distributing questionnaires. The analysis tools used are multiple linear regression analysis methods, classical assumption tests, instrument tests (validity and reliability), hypothesis testing, and determination coefficients using the SPSS version 25 program. The results of this study show that the marketing communication variable (X1) has a significant positive effect on customer satisfaction (Y), the customer experience variable (X2) has a negative and insignificant effect on customer experience (Y), and relationship marketing (X3) has a negative and insignificant effect on customer experience (Y). The data was processed statistically using the SPSS 25 program tools.
Keywords:
Marketing Communication, Customer Experience, Relationship Marketing and Customer SatisfactionReferences
Affran, S., Dza, M., & Buckman, J. (2019). Empirical Conceptualization of Customer Loyalty on Relationship Marketing.pdf. Journal of Research in Marketing, 10(2), 798–806.
Agus, H. (2019). marketing,komunikasi pemasaran dan citra perusahaan terhadap niat perilaku konsumen melalui kepuasan pelanggan pada vasa hotel surabaya. Jurnal Ilmu Ekonomi Dan Manajeme, 06(issn;2355-7435), 1;14.
Al-Qahtani, M. F. (2015). Associations between approaches to study, the learning environment, and academic achievement. Journal of Taibah University Medical Sciences, 10(1), 56–65. https://doi.org/10.1016/j.jtumed.2015.01.014
Amstrong, K. K. & G. (2016). Prinsip Pemasaran (p. 174).
Asniwaty, B., Sehe, M., Siswanto, B., & Satryawati, -. (2019). Analysis of Effect of Service Quality, Physical Environment And Customer Experience To Customer Loyalty Through Customer Satisfaction of Visitor Starbucks Coffee In Samarinda. 75(ICMEMm 2018), 122–128. https://doi.org/10.2991/icmemm-18.2019.7
Chelviana, K. M., Made, A. M., & Iyus, A. H. (2017). Analisis Faktor-Faktor yang Mempengaruhi Pemilihan Lokasi Toko Modern di Kecamatan Buleleng. Jurnal Pendidikan Ekonomi Undiksha, 9(2), 257–266.
Dua Mea, M. H. C., & Laga, Y. (2021). Pengaruh Relationship Marketing, Suasana Kafe, Dan Kepuasan Pengunjung Terhadap Loyalitas Pelanggan Mokka Coffee Ende. Jurnal MEBIS (Manajemen Dan Bisnis), 5(2), 131–139. https://doi.org/10.33005/mebis.v5i2.83
Farah Ayu, F., & Didi, S. (2022). Analisis kepuasan pelanggan terhadap layanan aplikasi halodoc dengan menggunakan metode servqual. Jurnal Ilmiah MEA, 6(2), 595. https://journal.stiemb.ac.id/index.php/mea/article/view/2056
ghozali. (2016). Ghozali-I-2016-Aplikasi-Analisis-Multivariete-Dengan-Program-Ibm-Spss-23-Viii-Semarang-Badan-Penerbit-Universitas-Diponegoro_Convert_Compress.Pdf (p. 313).
Ghozali. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25 Edisi 9.
Gilboa, S., Seger-Guttmann, T., & Mimran, O. (2019). The unique role of relationship marketing in small businesses’ customer experience. Journal of Retailing and Consumer Services, 51(May), 152–164. https://doi.org/10.1016/j.jretconser.2019.06.004
Handoko, S. &. (2018). Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Konsumen Pada Optik Humaira Di Sekayu. Jurnal Agora, 6(2), 2–7.
Harsono, D., Ruslie, A., & Jokom, R. (2020). Analisa Pengaruh Pengalaman Konsumen Terhadap Kepuasan Konsumen di Hotel Yello Jemursari Surabaya. Jurnal Hospitality Dan Manajemen Jasa, 8(1), 222–238.
IrawanLubis, M. F., Aslami, N., & Tambunan, K. (2023). Pengaruh Harga, Pelayanan Dan Customer Experience Terhadap Kepuasan Pelanggan Pada Cafe Pascho Pematangsiantar. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(2), 872–882. https://doi.org/10.31955/mea.v7i2.3074
Kartika, C., Hidayat, F., & Krinala, E. (2019). Pengaruh Relationship Marketing, Komunikasi Pemasaran Dan Citra Perusahaan Terhadap Niat Perilaku Konsumen Melalui Kepuasan Pelanggan Pada Vasa Hotel Surabaya. Jmm17, 6(02), 1–14. https://doi.org/10.30996/jmm17.v6i02.2992
Keni, K., & Sandra, K. K. (2021). Prediksi Customer Experience Dan Service Quality Terhadap Customer Loyalty: Customer Satisfaction Sebagai Variabel Mediasi. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 5(1), 191. https://doi.org/10.24912/jmieb.v5i1.11196
Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson. https://books.google.co.id/books?id=UbfwtwEACAAJ
Kurdi, B. Al, Alshurideh, M., & Alnaser, A. (2020). The impact of employee satisfaction on customer satisfaction: Theoretical and empirical underpinning. Management Science Letters, 10(15), 3561–3570. https://doi.org/10.5267/j.msl.2020.6.038
McColl-Kennedy, J. R., Zaki, M., Lemon, K. N., Urmetzer, F., & Neely, A. (2019). Gaining Customer Experience Insights That Matter. Journal of Service Research, 22(1), 8–26. https://doi.org/10.1177/1094670518812182
Ndubisi, N. (2011). Cultural Dimensions and Relationship Marketing: An African Marketing Model. Journal of Cultural Studies, 5. https://doi.org/10.4314/jcs.v5i2.6266
Ogbechi, A. D. (2018). ajol-file-journals_336_articles_174520_submission_proof_174520-4009-446754-1-10-20180716 (1).pdf (p. 50). Jul 16, 2018.
Putri, U. P., Suharyono, & Abdillah, Y. (2014). Pengaruh Relationship Marketing Terhadap Kepuasan Dan Loyalitas Nasabah (Studi pada Nasabah Bank Jatim Cabang Pasuruan). Jurnal Administrasi Bisnis (JAB, 15(2), 1–9.
Setiowati, D., Wiratri, ;, Nada, A. ;, & Romli, A. (2023). Pengaruh Komunikasi Pemasaran Terhadap Kepuasan Pelanggan Pada Toko Ritel Melalui Program Sampoerna Retail Community. https://www.src.id/
Sugiarto. (2017). Metodologi penelitian bisnis.
Sugiyono. (2016). Pdf-Buku-Metode-Penelitian-Sugiyono_Compress.Pdf (p. 62).
Susanti, T. (2012). Analisis Pengaruh Kualitas Produk, harga, Lokasi dan Kualitas Pelayanan Terhadap Keputusan Pembelian. Ekonomika Dan Bisnis Manajemen, 1–54.
Syahputra, D., & Murwatiningsih. (2019). Building Customer Engagement Through Customer Experience, Customer Trust, and Customer Satisfaction in Kaligung Train Customers. Management Analysis Journal, 8(4), 350–359. http://maj.unnes.ac.id
Tivasuradej, Y. C. T., & Pham, N. (2019). Advancing customer experience practice and strategy in Thailand. Asia Pacific Journal of Marketing and Logistics, 31(2), 327–343. https://doi.org/10.1108/APJML-09-2017-0220
Tjiptono, F., & Chandra, G. (2016). Service, Quality & Satisfaction.
van Tonder, E., & Petzer, D. J. (2018). The interrelationships between relationship marketing constructs and customer engagement dimensions. Service Industries Journal, 38(13–14), 948–973. https://doi.org/10.1080/02642069.2018.1425398
Wardhana Aditya. (2014). Analisis Positioningtop Brand Coffee Shop Berdasarkan Persepsi Pelanggandi Kota Bandung. SNaPP, 303–310. http://proceeding.unisba.ac.id/index.php/sosial/article/view/173/pdf
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2010). Services Marketing Strategy. Wiley International Encyclopedia of Marketing. https://doi.org/10.1002/9781444316568.wiem01055
License
Copyright (c) 2024 Sarah Nurfadilla C, M. Subhan, Mariyudi, Teuku Zulkarnaen
This work is licensed under a Creative Commons Attribution 4.0 International License.
