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All Journal Journal of Management and Social Sciences
Dinda Ayu Syahrani
Politeknik Negeri Bali
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Relevansi, Kualitas, dan Waktu Pemberian Corporate Gifting terhadap Loyalitas Pelanggan pada Phenom Event Indonesia Dinda Ayu Syahrani; Made Ayu Jayanti Prita Utami; Eldian Rinaldi
Jurnal of Management and Social Sciences Vol. 4 No. 4 (2026): Oktober : Journal of Management and Social Sciences
Publisher : CV. Aksara Global Akademia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59031/jmsc.v4i4.981

Abstract

Growing business competition has encouraged companies to adopt relationship-oriented strategies that foster long-term customer loyalty. One increasingly popular approach is corporate gifting, which serves as a form of appreciation while strengthening business relationships. This study examines the effects of gift relevance, quality, and timing on customer loyalty at Phenom Event Indonesia, a MICE event organizer based in Denpasar. A quantitative causal-associative approach was employed involving 40 customers selected through purposive sampling. Data were collected using a five-point Likert-scale questionnaire and analyzed using multiple linear regression with IBM SPSS Statistics. The findings indicate that gift relevance, quality, and timing each exert a positive and significant influence on customer loyalty, with relevance emerging as the strongest predictor. Collectively, the three variables explain 69.2% of the variance in customer loyalty. These findings highlight that corporate gifting is most effective when the gifts are relevant, of high quality, and delivered at meaningful moments, providing practical insights for event organizers seeking to strengthen long-term customer relationships
Co-Authors Eldian Rinaldi Made Ayu Jayanti Prita Utami