Analysis Analisis Relationship Marketing dan Word Of Mouth dalam Upaya Menciptakan Loyalitas Pelanggan - Annaliah, Febrizha; Santi, Ira Nuriya; Rombe, Elimawaty; Evrianti, Hesti (Universitas PGRI Palembang, 2025)
ABSTRAK Penelitian ini bertujuan untuk menganalisis peran Relationship Marketing dan Word of Mouth (WoM) dalam meningkatkan loyalitas pelanggan pada peternak babi di Desa Ambawang, Kabupaten Kubu Raya. Dengan pendekatan deskriptif kualitatif, data dikumpulkan melalui wawancara mendalam terhadap lima responden yang memenuhi kriteria tertentu, dan dianalisis menggunakan metodologi Miles dan Huberman. Hasil penelitian menunjukkan bahwa kepercayaan, kualitas produk, dan harga yang kompetitif menjadi kunci dalam membangun hubungan jangka panjang dengan pelanggan. Kombinasi kedua strategi ini terbukti efektif, bahkan dalam skala usaha kecil. Penelitian ini menyimpulkan bahwa kombinasi Relationship Marketing dan Word of Mouth berkontribusi signifikan dalam membangun dan mempertahankan loyalitas pelanggan, bahkan dalam skala usaha kecil. Kata Kunci: Relationship Marketing, Word of Mouth, Loyalitas Pelanggan, Peternak babi. ABSTRACT This study aims to analyze the role of Relationship Marketing and Word of Mouth (WoM) in increasing customer loyalty at pig farmers in of Mouth (WoM) in increasing customer loyalty in pig farmers in Ambawang Village, Kubawang Regency. Ambawang Village, Kubu Raya Regency. With a qualitative descriptive approach, data was collected through in-depth interviews with five respondents who meeting certain criteria, and analyzed using the Miles and Huberman methodology. Huberman methodology. The results showed that trust, product quality, and competitive prices are key to building long-term relationships. competitive prices are key in building long-term relationships with customers. with customers. The combination of these two strategies has proven to be effective, even in small-scale businesses. small business scale. This research concludes that the combination of Relationship Marketing and Word of Mouth contribute significantly to building and and maintaining customer loyalty, even on a small business scale Keywords : Relationship Marketing, Word of Mouth, Customer Loyalty, Pig Farmers.