The Effectiveness of Strategies to Achieve Customer Loyalty: The Role of Relationship Marketing and Customer Retention
Arlin Ferlina Mochamad Trenggana, Agus Rahayu, Lili Adi Wibowo,Oktaviani Lestari

Universitas Pendidikan Indonesia
Universitas Telkom

Abstract

The purpose of this study was to determine
consumer loyalty, relationship marketing and customer
retention. And also to see the success of the strategies that
have been carried out. The object of research is the
consumer of PT Tiki Jalur Nugraha Ekakurir (JNE). The
method used is descriptive quantitative and causal. The
population is JNE customers in the city of Bandung.
Sampling was carried out using a non-probability
sampling method, namely the type of probability
sampling as many as 100 respondents who did online
business and used JNE courier services at least 3 times a
month. The data analysis technique used is path analysis.
The results of the study revealed that respondents
considered JNE^s Marketing Relationship to be good,
while customer retention and customer loyalty were in
the fairly good category. The results of data processing show that consumer loyalty is influenced by relationship marketing either directly or indirectly through customer retention, which means that the strategy has been implemented properly.

Keywords: customer loyalty, customer retention, relationship marketing, strategy

Topic: Strategic Management, Entrepreneurship and Contemporary Issues