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Andrian Andrian
Universitas Sumatera Utara
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Journal : Jurnal Manajemen, Akuntansi, Ekonomi

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Analysis of Marketing Strategy, Purchasing Interest and Loyalty Towards Retail Stores’ Profitability in Bekasi Area Andrian, Andrian; Nila Sari, Pratiwi; Anwar, Misbahul; Wijayaningsih, Rini; Wahyu Putra, Ch. Indra
Jurnal Manajemen, Akuntansi, Ekonomi Vol. 4 No. 2 (2025): Jurnal Manajemen, Akuntansi, Ekonomi (September)
Publisher : CV. Era Digital Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59066/jmae.v4i2.1629

Abstract

This study investigates the influence of marketing strategy, purchasing interest, and consumer loyalty on the profitability of retail stores in Bekasi Area. In a highly competitive market, retail businesses must implement effective marketing strategies to attract consumers and foster long-term loyalty. There are 178 customers who frequently shop at retail stores, including retail business managers. By using a quantitative approach, the research employs survey data collected from retail consumers and analyzes the relationships between variables through path analysis. The findings reveal that marketing strategies—particularly those involving pricing, promotion, store location, and customer service—significantly affect both purchasing interest and consumer loyalty. Furthermore, consumer loyalty plays a crucial role in enhancing profitability through repeat purchases and positive word-of-mouth. This study shows that 36.4% of purchasing decisions can be explained by the independent variables of Marketing Strategy, Purchasing Interest and Consumer Loyalty, while the remaining 63.6% is explained by other causes outside the variables in this study, like Consumers’ Satisfaction, Repurchase Intention and so on. The study concludes that integrated marketing efforts and loyalty-building initiatives are essential for sustaining profitability in the Indonesian retail sector.
Co-Authors Abiemanyu , Abiemanyu Adi Muhamad Muhsidi Aldi, Rahmad Alhabsyi*, Syarifah Mastura Andi Saputra Andrew Andrew, Andrew Andri Firmansyah Anwar, Misbahul Aprillio Poppy Belladonna Aulia Qadri , Rizni Aulia, Fitrah Nurul Aziz, Prily Fitria Bahrul , Ulum Cahyadi Husadha Cahyani, Roddiyah Dedi Hermon Diah Wulandari Dian Sudiantini Dina Fitria Annuri Dwi Meilany, Windy Dwi Sulastri, Fitria Dzakinah, Syadza Walni Dzakinah Edy Widodo Erni Astuti Faisal Ali, Yusuf Fajri Fajri Fitriani, Meita Ganefri . Gunawan Gunawan Gunawan H. Anang, Rahidin Hambali Hambali Haryanto , Raden Achmad Hasanuddin Hasanuddin Herri Trisna Frianto Herri Trisna Frianto, Herri Trisna Hery Winoto TJ Hikmah, Yulia HS, Christnatalis Idayanti, Irma ika agustina Ika Agustina Istianingsih Sastrodiharjo, Istianingsih Jasmawati, Jasmawati Jessyka, Jessyka Kamal, Wafiq Fadlul Khairil Anwar Khairil Anwar Kiswara Rahmantya, Yanneri Elfa Kuantan, Steven Lailiyya, Nushrotul Lamsyariah, Lamsyariah Lie, Gunardi Lithrone Laricha Salomon Lubis, Reniwati Lusiah Lusiah M. Wahyudi, M. Wahyudi Mahesi Agni Zaus Maksudi Maksudi Meiwatizal Trihastuti Melitina Tecoalu Michelle, Michelle Muhamad Fatchan Murtopo Murtopo, Murtopo Musa Hubeis Natalia, Julietha Lindasari Fortuna Navanti, Dovina Nila Sari, Pratiwi Nilasari, Pratiwi Novi Resmini Novianti, Dian Novitri, Novitri Nurhadi, Jatmika Nuur Atthoriq, Dillah P, Robert Pius Prasetyo, Ery Teguh Pratama, Ananda Nickola Pudjo Sugito, Pudjo Pudyastuti, Esty Rahmat Kurniawan Ramadhani, Yaasiin Reniwati Lubis Riza Amelia Robi, Muhammad Rezqi Sari , Pratiwi Nila Setia, Rifin Sifa Fauziah Silvi Ariyanti Siregar, Efrizal Siti Rohana Nasution Sudana, Undang Sugiarto, Fahmi Arsyalhabs Sukardi Sukardi Sumantyo, Franciscus Dwikotjo Sri Syaiful Islami Syobar, Khaerul Umar, Iswandi Untari, Dhian Tyas Wahyu Putra, Ch. Indra Wahyuddin Wahyuddin Wijayaningsih, Rini Wilson Kosasih Wulandari, Aulia Fitria Yayuk Nurjanah Yoganingsih, Tutiek Yusdani Yusdani Zai, Immanuel Zubir, Muhammad