Korelasi Interactive Marketing Dan Personal Selling Terhadap Loyalitas Pelanggan

Jurnal Ilmu Komunikasi (J-IKA)

View Publication Info
 
 
Field Value
 
Title Korelasi Interactive Marketing Dan Personal Selling Terhadap Loyalitas Pelanggan
 
Creator Rahmayani, Rani
 
Description ABSTRAKMempertahankan loyalitas pelanggan sekarang ini sangatlah sulit. Setiap tahun rata-rata perusahaan kehilangan 20-40 persen pelanggan karena perusahaan menyediakan pengalaman tidak sesuai dengan harapan pelanggan. Pemanfaatan Teknologi Informasi (IT) terutama dalam teknologi internet menciptakan pelanggan yang lebih banyak menuntut dan mengharapkan suatu nilai. JNE merupakan perusahaan jasa yang serius mengelola hubungannya dengan pelanggan. JNE memfokuskan pada sistem teknologi informasi terintegrasi (My-Orion) sebagai media interactive marketing dan sistem keagenan sebagai media personal selling. Pencapaian JNE terlihat dengan diapresiasinya menjadi salah satu nominasi dalam pengukuran suatu keberhasilan sebuah perusahaan dalam kategori website jasa kurir digital marketing. Tujuan dari penelitian ini adalah menentukan korelasi interactive marketing dan personal selling terhadap loyalitas pelanggan JNE. Metode yang digunakan dalam penelitian ini adalah metode penelitian explanatory survey. Metode pengambilan sampel dilakukan secara acak sederhana (simple random sampling) dan penentuan jumlah sampel dihitung menggunakan rumus Slovin. Analisis data menggunakan analisis jalur berdasarkan pendekatan SPSS. Hasil penelitian menunjukkan bahwa interactive marketing, personal selling, dan loyalitas pelanggan saling berhubungan positif dan signifikan. Interactive marketing memiliki pengaruh langsung secara langsung secara positif dan signifikan terhadap loyalitas pelanggan. Personal selling memiliki pengaruh langsung secara langsung secara positif dan signifikan terhadap loyalitas pelanggan. Kata kunci: Interactive Marketing, Personal Selling, Loyalitas Pelanggan. ABSTRACTMaintaining customer loyalty has been is very difficult now a days. Every year,most of companies lose about 20-0 percent of customer because the companies gives unexpected experiences to customers. The usage of Information Technology, mainly internet, has made customers require more and expert value.JNE is a service company which seriously manages its relationwith customers. JNE focuses on integrated information technology system (My-Orion) as an interactive marketing media and agency system as a personal selling media. JNE’s goal is seen by being appreciated and nominated in measuringa success of a company in digital marketing courir service category. The arm of this research is to determine the correlation of interactive marketing and personal selling towards JNE customers loyalty. The method used in this research was explanatory survey. The method of sample collecting was simple random sampling and the numbers of sample was determined using Slovin. Data analysis used path analysis based on SPSS approach. The research result showed that interactie marketing, personal selling, and customer loyalt had positive and significant relation. Interactive marketing had direct impact positively and significant towards customers loyalty. Personal selling had direct impact positively ang significant towards customer loyalty. Keywords: Interactive Marketing, Personal Selling, Customer Loyalty.
 
Publisher Jurnal Ilmu Komunikasi
J-IKA
 
Contributor
 
Date 2017-04-15
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion

 
Format application/pdf
 
Identifier http://ejournal.bsi.ac.id/ejurnal/index.php/jika/article/view/1850
 
Source Jurnal Ilmu Komunikasi; Vol 4, No 1 (2017): JURNAL J-IKA; 47-58
J-IKA; Vol 4, No 1 (2017): JURNAL J-IKA; 47-58
2549-3299
2355-0287
 
Language ind
 
Relation http://ejournal.bsi.ac.id/ejurnal/index.php/jika/article/view/1850/1407
 
Rights ##submission.copyrightStatement##
 

Contact Us

The PKP Index is an initiative of the Public Knowledge Project.

For PKP Publishing Services please use the PKP|PS contact form.

For support with PKP software we encourage users to consult our wiki for documentation and search our support forums.

For any other correspondence feel free to contact us using the PKP contact form.

Find Us

Twitter

Copyright © 2015-2018 Simon Fraser University Library