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Wijayaningsih, Rini
Universitas Bhayangkara Jakarta Raya
Religion Aerospace Engineering Humanities Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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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 AA Sudharmawan, AA Ade Saputra Agenginardi, Xiane Briaventi ahmad rizal Aisyha Destirani Alen Dwi Setyo Alfian Saputra Amir Nur Hasan Ananda Ummu Thoyibah Andi Icha Halifah Rahma Andrian Andrian Andrian Andrian Andrian Angel Maharani Angel Septiani Parhusip Annisa Azahra Aulia Annisa Hediana Anwar, Misbahul Arini Endrawati Ashraff Rizky Setyawan Aurlia Hayatunisa Awalia Romadon Bagas Mulyadi Bintang Narpati Cahyani Nurwa Putri Cinka Amalia Putri Clara Nabila Cristiana Vicensia Aritonang Della Widya Ayu Devina Elga Ranjani Diah Ayu Sefianggraini Dika Febriansyah Dina Fitria Annuri Elena Syafa Chamilla Endang Hutabarat Fadilah, Nayla Nur Fajar Al Bayhaqi Fajriyati, Yunni Fatimah, Diani Fikri , Adi Wibowo Noor Gita Rezda Andiwa Handayani, Milda Harfanly Bramley Munte Haroen, Zeintya Azra Haryudi Anas Hasanuddin Hasanuddin Hasanuddin Hasanuddin Hazza Hibatullah Hutabarat, Sofia Lorent Hutajulu, Sherly Margaretha Ika Wijayanti Indira Salsabila Jenio Prawirodinata Jumawan, Jumawan Kanizah Kanizah Kardinah Indrianna Meutia Kefas Kristian Telaumbanua Lathiffah Alya Fikri Laurence, Michael Lubis, Yuni Ariska Lufiana Anggrainie M Fadhli Nursal Marcellita Capritalim Meri Heni Goretti Sitohang Mohammad Dava Ramdhani Umam Muhammad Wallid Alba Muhammad Zidan Berampu Mutiara Salsabila Nabila Zahra Octaviany Nadya Debora Siregar Najwa Andini Nasywa Tazqiya Ramadani Nazwa Dea Devilia Nila Sari, Pratiwi NOVIA RAHMAWATI Nugra Aditiantara Nur Azizah, Intan Pratiwi Nila Sari Prayuda Putra Ariansyah Putri Salsabilla R Putri, Hanifah Adilla Rakha Randyka Ramadhani, Zalsya Isma Rani Anggitasari Ratna Indriyani Indriyani Raymond Peres Johannes Loi Refalina Indah Lestary Revilia Nur Vardania Putri Rini Tresnawati Ririn Dwi Astuti Rizki, Yusron Rizqina Aura Rizqullah, Tamam Zaidan Sabrina Fitria Sabrina Setyakinasti Safira Tamiya Saibatul Aslamiyah Sari, Risma Indah Sherly Margaretha Hutajulu Siti Khotimah Soehardi Soehardi Soehardi Soehardi Sofia Lorent Hutabarat Surachman Surjaatmadja Syifa Wandayu Salsabilla Tamiya, Safira Tegar Bima Rohaedi Tubagus Abel Ibrahim Zhafran Untari, Dhian Tyas Valentino Juliano Jawa Napa Vashelda, Ardhelia Denis Wahyu Putra, Ch. Indra Widi Winarso Widi Winarso, Widi Widya Rahma Wijayanti, Murti Wisnu Wibisono Xiane Briaventi Agenginardi Yefta Berliana Yoganingsih, Tutiek Yudho Hari Rahmat Yuni Ariska Lubis Yunita, Tyna Yunni Fajriyati Yusuf Rahman Maulana Zaen, Muhammad Fauzan Zalsya Isma Ramadhani Zeintya Azra Haroen Zeinyta Azra Haroen Zeinyta Azra Haroen, Zeinyta Azra Zidan Fadliansyah