THE EFFECT OF RELATIONSHIP MARKETING AND CUSTOMER EXPERIENCE ON CONSUMER LOYALTY (CASE STUDY ON MOMQ DIMSUM CART)

Nadia Nurul Aini* -  UIN Syekh Ali Hasan Ahmad Addary Padangsidimpuan, Indonesia
Rizki Pratiwi Harahap -  UIN Syekh Ali Hasan Ahmad Addary Padangsidimpuan, Indonesia

Abstract


This study aims to analyze the effect of Relationship Marketing and Customer Experience on Customer Loyalty at Gerobak Dimsum MomQ in Padangsidimpuan City. The study is motivated by the intense competition in the culinary industry, which requires marketing strategies that build long-term relationships and cre ate memorable shopping experiences for consumers. This research employs a quantitative method, with a survey of 100 respondents using accidental sampling, and analyzes the data using multiple linear regression in SPSS version 23. The results indicate that Relationship Marketing and Customer Experience have a positive and significant effect on Customer Loyalty. Simultaneously, these variables explain 52.1% of the variation in Customer Loyalty. The findings highlight the importance of relationship-based marketing and customer experience in enhancing loyalty and provide practical guidance for Gerobak Dimsum MomQ owners in formulating effective marketing strategies to maintain consumer satisfaction.

Keywords: Relationship Marketing, Customer Experience, Customer Loyalty, Gerobak Dimsum MomQ


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References


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DOI: https://doi.org/10.24952/bay.v4i2.18849

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