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All Journal JURNAL LENTERA : Kajian Keagamaan, Keilmuan dan Teknologi Journal of Humanities and Social Studies Journal Of Management Science (JMAS) Jurnal Mantik International Journal of Economics Development Research (IJEDR) Jurnal Manajemen Bisnis Eka Prasetya Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Jurnal IPTEK Bagi Masyarakat Abdimas Awang Long: Jurnal Pengabdian dan Pemberdayaan Masyarakat Journal of Social Studies, Arts and Humanities (JSSAH) Jurnal Pengabdian Pada Masyarakat METHABDI Jurnal Ilmiah Ekonomi dan Manajemen Economic: Journal Economic and Business Economics and Digital Business Journal
Gultom, Pesta
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Journal : Journal of Social Studies, Arts and Humanities (JSSAH)

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The Impact of Relationship Marketing and Customer Experience on Consumer Purchase Decisions in the Automotive Sector Situmorang, Irvan Rolyesh; Gultom, Pesta; Haubu, TJ.
Journal of Social Studies Arts and Humanities (JSSAH) Vol 5, No 2 (2025): Vol 5, No 2 (2025): Journal of Social Studies, Arts and Humanities
Publisher : Universitas Pakuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/jssah.v5i2.12846

Abstract

This study aims to examine the influence of relationship marketing and consumer experience on purchase decisions at ACR Diesel, a company engaged in the automotive spare parts industry located in Medan, Indonesia. As competition intensifies in the automotive sector, companies must strengthen long-term customer relationships and deliver positive experiences to maintain market relevance. This research employs a quantitative approach using descriptive and explanatory methods. The study population consisted of 212 customers of ACR Diesel during the 2023 period, with a sample of 139 respondents determined using the Slovin formula with a 95% confidence level. Data were collected through questionnaires and analyzed using multiple linear regression with the help of SPSS software. The findings reveal that both relationship marketing and consumer experience have positive and significant effects, both partially and simultaneously, on purchase decisions. Relationship marketing characterized by trust, commitment, communication, and customer satisfaction plays a crucial role in fostering loyalty and repeat purchases. Similarly, positive consumer experiences in product quality, service responsiveness, and emotional engagement enhance purchasing intentions and decision-making. The study concludes that integrating strong relationship marketing strategies with consistent and satisfying customer experiences can effectively increase consumer purchasing decisions and business sustainability in a highly competitive automotive market.
Co-Authors Afrizal Alfian Angga, Ivone Artan, Silvia Artan, Silvina Aurelia Chandra, Deddy Chandra, Surya Choumuangpuak, Ronaldo Claudie Tiofanny Dovean, Dovean Fenny Fenny Gea, Sanderwan Kristian Hariana, Frizkha Haubu, TJ. Hoki, Fernando Januarty, Widalicin Leonardi, Nicholas Loo, Petrus Lubis, Rahma Safitri Luckyanto, Marvin Manik, Desma Erica Mariati Manik, Desma Erica Maryati Marthalena Maryati, Desma Erica Monica, Cencen Nainggolan, Elisabet Nainggolan, Elisabeth Nainggolan, Susan Grace V. Noor, Muhammad Rafif Octoria Hulu, Publius Purba, Angel Theresia Rey Timotius Banjarnahor Sianturi, Richardo Aprianto Situmorang, Irvan Rolyesh Sri Rezeki Sutantio, Andy Tanaka, Leony Utami, Mulia Vasly, Aurelia Vesuvius, Deric Wilbert Wilbert