Modern Market Customer Loyalty: Advertising Promotion Strategies
DOI:
https://doi.org/10.32832/jm-uika.v10i2.2416Keywords:
Advertising Promotion Strategies, Consumer Loyalty, Modern Marketing.Abstract
This study is focused on the relationship between advertising promotion strategies and customer loyalty in the modern market. This study seeks to explain the advertising promotion strategy if successfully carried out by the modern market, with the hope of creating loyal customers. This research was conducted on modern market customers in Ciamis. Ciamis is one of the regions in Indonesia, which is the same as other regions there are several modern markets with a variety of character of its customers. The study is based on the statements of several experts, which explain the customer relationship with various retail business promotion strategies. The model used in this study as an analysis tool is simple regression to illustrate how the relationship between advertising promotion strategies and customer loyalty. The results obtained are that there is an influence of advertising promotion strategies on customer loyalty, with the magnitude of influence is 27.5%, while as many as 22.5% are influenced by other factors not examined in this studyReferences
Abril, C., & Rodriguez-Cánovas, B. (2016). Market-ing Mix Effecton Private Labels Brand Equi-ty. European Journal of Management and Business Economics, 25 (2016), 168-175.
Altuna, O. K., & Konuk, F. A. (2009). Understanding consumer attitudes toward mobile advertising and its impact on consumers’ behavioural intentions: A cross-market comparison of United States and Turkish consumers. In-ternational Journal of Mobile Marketing, 4(2), 43–51.
Alalwan, A.A. (2018). Investigating the Impact of Social Media Advertising Features on Customer Purchases Intention. International Journal of Information Management, 42, 65-77.
Anggia, T.R., Kawet, L., & Ogi, I. (2015). Analisis Pengaruh Strategi promosi Harga, dan Kepuasan Terhadap Loyalitas Konsumen Surat Kabar Mando Post. Jurnal EMBA, 3(2), 1041-1050.
Aswani, R., Kar, A. K., Ilavarasan, P. V., & Dwivedi, Y. K. (2018). Search engine mar-keting is not all gold: Insights from twitter and SEOClerks. International Journal of In-formation Management, 38(1), 107–116.
Amir, M.T. (2004). Manajemen Ritel. Cetakan Per-tama. Penerbit PPM: Jakarta.
Bart, Y., Stephen, A. T., & Sarvary, M. (2014). Which products are best suited to mobile ad-vertising? A field study of mobile display advertising effects on consumer attitudes and intentions. Journal of Marketing Research, 51(3), 270–285.
Belanche, D., Flavián, C., & Perez-Rueda, A. (2017). User Adaptation to Interactive Ad-vertising Formats: The Effect of Previous Exposure, Habit and Time Urgency on ad Skipping Behaviors. Telematics and Infor-matics, 34(7), 961-972.
Bigné, E., Borredá, A., & Miquel, M.J. (2013). El valor del establecimientoy surelación con la imagen de marca privada: efecto moderadord el conocimiento de la marca privada como oferta propia del establecimiento. Revista Europea de Direccióny Economía dela Empresa, 22(1), 1–10.
Bonfrer, A., & Chintagunta, P.K. (2004). Store brands: Who buys them and what hap- pens to retail prices when they are intro-duced? Review of Industrial Organiza-tion, 24(2), 195–218.
Bothe, K.R. (1996). Beyond Customer Satisfaction to Customer Loyalty: The Key to Greater Prof-itability. New York: American Management Association (AMA) Membership Publication Division.
Boateng, H., & Okoe, A. F. (2015). Consumers’ atti-tude towards social media advertising and their behavioural response: The moderating role of corporate reputation. Journal of Re-search in Interactive Marketing, 9(4), 299–312.
Brady, M., Fellenz, M. R., & Brookes, R. (2008). Researching the role of information and communications technology (ICT) in con-temporary marketing practices. Journal of Business & Industrial Marketing, 23(2), 108–114.
Blaekwell., D., Rogers., Paul W., Miniard, & James F. Engel. (2001). Consumer Behavior. Orlando: The Dryden Press Harcourt Brace College Publisher.
Blut, M., & Teller, C., & Floh, A. (2018). Testing Retail Marketin-Mix Effect on Patronage: A Meta Analysis. Journal of Retailing, 94(2), 113-135.
Collins-Dodd, C., & Lindley, T. (2003). Store brands and retail differentiation: The influence of store image and store brand attitude on store own brand percep- tions. Journal of Retailing and Consumer Services, 10(6), 345–352.
Cravens, D.W. (1996). Pemasaran Strategis. Jakarta: Erlangga.
Duffy, D.L. (2005). The Evolution of Customer Loyalty Strategy. Journal Consumer Mar-keting, 22(5), 284-286.
Dwivedi, Y. K., Kapoor, K. K., & Chen, H. (2015). Social media marketing and advertising. The Marketing Review, 15(3), 289–309.
Govindan, K., Parra, B.J., Rubio, S., & Molina, M.A.V. (2019). Marketing Issues for Re-manufactured Product. Journal of Cleaner Production, Accepted Manuscript Series.
Gregorio, A.D., Maggioni, I., Mauri, C., & Mazzuc-chelli, A. (2019). Employability Skills for Future Marketing Professionals. Europian Management Journal, Accepted Manuscript Series.
Griffin, R. (2000). Management, Edisi 2. Jakarta: Erlangga.
Hartman, B.J & Brunk, K.H. (2019). Nostalgia Mar-keting and (re) enchantment. International Journal and Research Marketing, xx(xx).
Hawkins, D., Best, R.J., & Coney, K.A. (2007). Consumer Behavior. NewYork: TheMcGraw–HillCompanies, Inc.
Horovitz, B. (2012). After Gen X, Millennials, what should next generationbe?. USA Today. Re-trieved 24 November 2012.
Huang, C. Y., Chou, C. J., & Lin, P. C. (2010). In-volvement theory in constructing bloggers’ intention to purchase travel products. Tour-ism Management, 31(4), 513–525.
Kotler, A. (2015). Marketing an Introducing. Pren-tice Hall twelfth edition. England: Pearson Education, Inc.
Levy, M. & Weitz, B. (2007). Retail Management. New York: McGraw-Hill/Irwin.
Liljander, V., & Strandvik, T. (1995). The nature of customer relationship in services. Advances in Services Marketing and Management, Vol. 4, JAI Press, Greenwich, CT, pp. 141-67.
Lupiyoadi, R., & Hamdani, A. (2008). Bauran Pemasaram Barang vs Jasa. Jakarta: Salem-ba Empat.
Lu, C.C., Wu, I.L., & Hsiao, W.H. (2019). Develop-ing Csutomer Product Loyalty Through Mo-bile Advertising: Affective and Cognitive Perspectives. International Journal of In-formation Management, 47, 101-111.
Mardiana, A & Kasim, NA. (2016). Pengaruh Strategi Pemasaran Terhadap Loyalitas Pelanggan Butik Busana Muslim Anisa Kota Gorontalo. Jurnal Studi Ekonomi & Bisnis Islam, 1(2), 133-148.
Macintosh, G., Lockshin L.S. (1997). Retail relation-ships and store loyalty: a multi-level per-spective. International Journal of Research in Marketing, 14(5), 487–497.
Miquel-Romero, M.J., Caplliure-Giner, E.M., & Adame-Sánchez, C. (2014). Relationship marketing management: Its importance in private label extension. Journal of Business Research, 67(5), 667–672.
Muk, A., & Chung, C. (2015). Applying the technol-ogy acceptance model in a two-country study of SMS advertising. Journal of Business Research, 68(1), 1–6.
Park, S. Y., & Morton, C. R. (2015). The role of regulatory focus, social distance, and in-volvement in anti-high-risk drinking adver-tising: A construal-level theory perspective. Journal of Advertising, 44(4), 338–348.
Pradana, A.K., Slamet, A.S., & Andianto, M.S. (2018). Analisis Faktor yang Mempengaruhi Pengambilan Keputusan Pembelian PepayaCalina. Jurnal Manajemen, 9(2), 155-170.
Putra, A.S.B. (2012). Pengaruh Retail Marketing Mix Terhadap Loyalitas Konsumen dengan Kepuasan Konsumen Sebagai Pemoderasi. JRMB, 7(2), 97-113.
Reynaldi, G.H., & Suprapti, N.W.S. (2017). Pengaruh Bauran Pemasaran Terhadap Loy-alitas Pelanggan Mobil Merek ‘Honda’ di Kota Denpasar. E-Jurnal Manajemen Unud, 6(1), 375-401.
Sanclemente-Telez, J.C. (2017). Marketing and Cor-porate Social Responsibility (CSR). Moving Between Broadening The Concept of Mar-keting and Social Factors as a Marketing Strategy. Spanish Journal of Marketing-ESIC, 21(S1), 4-25.
Sasikumar, P., Kannan, G. & Haq, A.N. (2010). A multi-echelon reverse logistics network de-sign for product recovery—a case of truck tire remanufacturing. The International Journal of Advanced Manufacturing Tech-nology, 49(9-12), pp.1223-1234.
Schnaars, S. P. (1991). Marketing Strategy: A Cus-tomer–Driven Approach. New York: The Free Press.
Shareef, M. A., Dwivedi, Y. K., Kumar, V., & Ku-mar, U. (2017). Content design of adver-tisement for consumer exposure: Mobile marketing through short messaging service. International Journal of Information Man-agement, 37(4), 257–268.
Sharma, A., Iyer, G.R., Mehrotra, A. & Krishnan, R.. (2010). Sustainability and business-tobusiness marketing: A framework and im-plications. Industrial Marketing Manage-ment, 39(2), pp.330-341.
Sheth, J.N., & Mittal, B. (2004). Customer Behav-iour:Managerial Perspective. Second Edi-tion. Singapore: Thomson.
Shiau, W. L., Dwivedi, Y. K., & Yang, H. S. (2017). Co-citation and cluster analyses of extant lit-erature on social networks. International Journal of Information Management, 37(5), 390–399.
Snyder & Gangestad, S. (1986). On The Nature of Self?monitoring: Matters of Assessment, Matters of Validity. Journal of Personality And Social Psychology. Vol. 51, No.1, 123?139.
Subramoniam, R., Huisingh, D. & Chinnam, R.B. (2010). Aftermarket remanufacturing strate-gic planning decision-making framework: theory & practice. Journal of Cleaner Pro-duction, 18(16-17), pp.1575-1586.
Urde, M., Greyser, S. A., & Balmer, J. M. T. (2007). Corporate brands with heritage. Journal of Brand Management, 15(1), 4–19.
Tanner, D., & Tanner, L. (1980). Curriculum Devel-opment: Theory into Practice. New York: Macmillan Publishing Co.,Inc.
Triyono, S. (2006). Sukses Terpadu Bisnis Ritel Merchandise Sampai Shrinkage. Jakarta: PT. Elex Media Komputindo.
Tjiptono, F. (2008). Strategi Pemasaran, Edisi 3. Yogyakarta: Andi.
Utami, C.W. (2008). Manajemen Retail: Strategi dan Implementasi Ritel Modern. Jakarta: Salemba Empat.
Walker, I., Tsarenko, Y., Wagstaff, P., Powell, I., Steel, M., & Brace-Govan, J. (2009). The development of competent marketing profes-sionals. Journal of Marketing Education, 31(3), 253–263.
Xueming, L., & Homburg, C. (2008). Satisfaction, Complaint, and the Stock. Journal Of Mar-keting.
Zeithaml, A., Valarie & Bitner, M.J. (2000). Service Marketing: Integrating Costumer Focus The Fir. USA: Mc-Graw-Hill
Downloads
Published
How to Cite
Issue
Section
License
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
