PENGARUH PEMASARAN RELASIONAL DAN HARGA TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN TOKOPEDIA PADA MAHASISWA FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS RIAU TAHUN AKADEMIK 2017-2018

Abstract

Along with the development of e-commerce industry in Indonesia, it has
many emerging various vendors (sites) service providers online shopping. In the
face of e-commerce industry in Indonesia, Tokopedia has a major competitor,
Kaskus, and other competitors such as Bukalapak, OLX, Berniaga, Lamido,
Rumah, Sribu, Elevenia, other e-commerce sites. The large number of ecommerce
site providers, has created competition and ease of access for
consumers, as well as ease to move using e-commerce services. To face the
competition, the company must be able to understand about the factors that
influence consumer loyalty. Among which will be investigated is the problem of
relational marketing, price and customer satisfaction.
The purpose of this study is to analyze the influence of relational marketing and
price to customer satisfaction and loyalty of Tokopedia in Economic and Business
Faculty University Of Riau Academic 2017-2018 Students. This study was
conducted on the students of Riau University with the sample used is as many as
170 respondents who use Tokopedia. Techniques data collection used is a
questionnaire with Likert scale. SEM analysis becomes hypothesis test tool using
smartPls 3.00 and SPSS 17.00 for Windows program.
Results of the research, it can be concluded: 1) relational marketing and price
influence on satisfaction; 2) relational marketing and price affects consumer
loyalty; 3) satisfaction affects consumer loyalty. Therefore, to create customer
satisfaction and loyalty, the company can improve the brand's relational
marketing, providing various price variations and payment methods.