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All Journal The Journal of Management, Digital Business, and Entrepreneurship
Nurbasari, Anny Nurbasari
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Effect of Customer Relationship Marketing and Promotion on Loyalty with Customer Satisfaction as a Mediating Variable Prabowo, Ilham Dwi; Nurbasari, Anny Nurbasari
The Journal of Management, Digital Business, and Entrepreneurship Vol. 3 No. 01 (2025)
Publisher : PT. Global World Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58857/JMDBE.2025.v03.i01.p02

Abstract

This study aims to analyze the effect of Customer Relationship Marketing (CRM) and promotion on customer loyalty with customer satisfaction as a mediating variable. The research was conducted on 341 respondents of Bank Mega Buah Batu Bandung Branch customers who were selected using purposive sampling method based on certain criteria. The research data were collected through a structured questionnaire, then analyzed using the Partial Least Square (PLS) method with the help of SmartPLS 3 software. The variables studied include CRM, promotion, satisfaction, and customer loyalty as the core variables in the research model. The results showed that CRM has a significant positive effect on customer satisfaction and loyalty, both directly and indirectly through the role of satisfaction as a mediating variable. Sales promotion is also proven to have a positive effect on customer satisfaction, but its direct effect on loyalty tends to be negative. Interestingly, the effect of promotion turns positive when mediated by customer satisfaction, so the mediating role of satisfaction becomes very important. Thus, this study confirms that customer satisfaction is a crucial factor that strengthens the relationship between marketing strategies and customer loyalty. The findings provide practical implications for banks to further emphasize sustainable CRM strategies and promotions oriented towards increasing customer satisfaction in order to build long-term loyalty.
The Role of Brand Image Mediate the Influence of E-WOM and Celebrity Endorser on Purchase Intention of Lemonilo Instan Noodle Products Nurbasari, Anny Nurbasari; Putri, Isabella Monica
The Journal of Management, Digital Business, and Entrepreneurship Vol. 1 No. 02 (2023)
Publisher : PT. Global World Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58857/JMDBE.2023.v01.i02.p01

Abstract

The purpose of this study was to determine and analyze the effect of electronic word of mouth (E-WOM) and celebrity endorsement on purchase intention of Lemonilo instant noodles with brand image as a mediating variable. The sample of this study were all teenagers and adults in the city of Bandung who had never consumed Lemonilo instant noodles. The number of samples is 185 respondents. The results of data processing are carried out using SEM analysis with processing using smart PLS. From the results of hypothesis testing, it was found that there was no positive effect of E-WOM on purchase intention, there was a positive influence of celebrity endorsers on purchase intention, there was a positive effect of E-WOM on brand image, there was no positive influence of celebrity endorsers on brand image, there was a positive influence brand image on purchase intention. For mediating variables, brand image is able to mediate the impact of E-WOM on purchase intention, and brand image is not able to mediate the impact of celebrity endorsers on purchase intention. Thus, the Lemonilo company needs to be able to improve E-WOM, by standardizing the existence of reviews of Lemonilo noodles, and being able to select easily recognizable celebrities for the advertisements used.
Co-Authors Prabowo, Ilham Dwi Putri, Isabella Monica