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Luh Komang Candra Dewi
Universitas Triatma Mulya
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Effect of Digital Marketing and Customer Relationship Marketing on Consumer Satisfaction and Consumer Loyalty at Gypsy Belles Jewelry Bali Luh Komang Candra Dewi; Ayunita Sindya Dewi; Dewiwati Sujadi
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 3 (2022): Budapest International Research and Critics Institute August
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v5i3.6935

Abstract

Online marketing has become a mandatory activity that needs to be done by all business people. And in order to get maximum results regarding the application of digital marketing, they do not hesitate to use several digital marketing service providers. Of course, it is not without reason that they chose a digital agency. They must do that because not all business actors are able to implement the most appropriate marketing strategy for the development of their products and brands. The development of the digital business world has been quite rapid, but there are still many business actors who need a person, institution, or company who is able to meet their needs regarding the use of digital marketing. This study aims to analyze effect of digital marketing and customer relationship marketing on consumer satisfaction and consumer loyalty at Gypsy Belles Jewelry Bali. This research uses quantitative analysis. The population in this study are consumers who buy at Gypsy Belles Jewelry Bali. This study uses 19 statements so that the sample studied is a minimum of 95 respondents and a maximum of 190 respondents. Hypothesis testing is carried out using the WarpPLS inferential analysis tool. The results show that digital marketing has a positive and significant effect on consumer satisfaction. Customer relationship marketing has a positive and significant effect on consumer satisfaction. Digital marketing has a positive and significant effect on consumer loyalty. Customer relationship marketing has a positive and not significant effect on consumer loyalty. Consumer satisfaction has a positive and significant effect on consumer loyalty.
Co-Authors . Syamsulbahri Aat Ruchiat Nugraha Abdul, Elfis Mus Afan Suyanto, Mohamad Agus Nurofik Alimin, Erina Almeida, Antonio de Amrin Amrin Antari, Ni Luh Sili Ari Astana, I Made Ariana Sekardewi Arnold Sultantio Hutabarat Asnawati Asnawati Augusto da Conceição Augusto da Conceição Soares Ayunita Sindya Dewi Azlina, Yunidyawati Bahtiar Efendi Bahtiar Efendi Bahtiar Efendi Barick Ahmad Setiawan, Barick Ahmad Budiarto, Balla Wahyu Dadang Suhardi Debora Angelina Halawa Denny Trisna Ardana Desty Febrian, Wenny Dewiwati Sujadi Dian Ariani Diawati, Prety Djakasaputra, Arifin Donny Dharmawan Donny Dharmawan Dos Santos, Veonita Amena Ekasari, Silvia Elizabeth Elizabeth Yohanes Emma Budi Sulistiarini Erina Alimin Erna Erna, Erna Errie Margery Fajri, Muhammad Iqbal Filomena da Costa Firdaus Yuni Dharta Frans Sudirjo Frans Sudirjo Gusti Noorlitaria Achmad Halawa, Debora Angelina Harimurti Wulandjani Helmi Ali Hermiyetti Hery Erdi Hery Purnomo Hidayati, Heny I Gede Anindya Perdana Putra I Gede Putu Kawiana I Gede Putu Kawiana I Gede Putu Kawiana I Gede Putu Kawiana I Gusti Ngurah Khrisna Siwa Putra I Ketut Agus Darmawan I Ketut Mustika I Ketut Mustika I Ketut Wirawan I Made Suardika I Nengah Suardhika I Nengah Subadra I Nengah Suweca I Nengah Suweca I Putu Agus Suarsana Ariesta I Putu Ari Wijaya I Putu Bagus Suthanaya I Putu Gede Angga Sugiarsa I Wayan Gede Antok Setiawan Jodi I WAYAN TERIMAJAYA I Wayan Tisyadana Ibnu Habibi Fauzi Ida Bagus Raka Suardana Irawan, Putu James Adolf Paparang John E.H.J. Foeh Judijanto, Loso Junaedi, I Wayan Junaedi Karta, Luh Putuh Agustini Kespandiar, Tengku Kunto Atmojo L.K. Herindiyah Kartika Yuni Latif Latif Luh Kadek Budi Martini Made Agus Adhy Putra Made Agus Adhy Putra Made Agus Adhy Putra Mokhamad Arwani Mokhamad Arwani Muhammad Asir Musran Munizu Mustafa, Fahrina Muthi’atul Khasanah Ni Kadek Suryani Ni Luh Kardini Ni Made Hartini Ni Made Sri Cempaka Ni Putu Desy Natalia Noer Soetjipto NPMA Durya Nurul Hakiki Patrick Pascalino Suwandhi Putu Edi Ariawan Putu Hema Maharani Ratnawita Ratnawita Reinaldi Wiranata Rulyenzi Rasyid Saharjo, Sulistyoadi Joko Sani, Indra Santika, I Putu Sanzinha dos Santos Branca Saortua Marbun Saputra, Eka Kurnia SETIAWAN JODI, I WAYAN GEDE ANTOK SETYAWAN, I. G. N. Tomi Sherry Adelia Sidakarya, Nyoman Sili Antari Silvia Ekasari SILVIA EKASARI Soares, Augusto Sonny Santosa Sourtua Marbun Sourtua Marbun Marbun Stevanus Kakomore STEVANUS KAKOMORE Sugiarsa, I Putu Gede Angga Sujadi, Dewiwati Suryahadi (Suryahadi) Suwignyo Widagdo Syamsul Ph.D M.A. Hadi Syech Idrus Tanti Widia Nurdiani Uli Wildan Nuryanto Utami, Eva Yuniarti Vandini Putri Nurhabibah Wadzibah Nas Wayan Gede Supartha Yanti Setianti Yudithia, Yudithia Yuni, Herinidyah Kartika Yuniartoto, Wahyo Yusi Faizathul Octavia