Menciptakan hubungan jangka panjang analisis konsumen akhir dan konsumen bisnis

Maritza Luthfi Hasna (Universitas Muhammadiyah Surakarta)
Elsa Rindy Viantika (Universitas Muhammadiyah Surakarta)
Madya Desyana Nur Abibah (Universitas Muhammadiyah Surakarta)
Aghnia Fadilla (Universitas Muhammadiyah Surakarta)
Henitya Sekar Wahyuningtyas (Universitas Muhammadiyah Surakarta)
Visel Westzona (Universitas Muhammadiyah Surakarta)

Determinasi: Jurnal Penelitian Ekonomi Manajemen dan Akuntansi
Vol. 4 No. 3 (2026)

In an increasingly competitive business world, building and maintaining long-term relationships with consumers has become a crucial strategy for achieving sustainable competitive advantage. This study aims to analyze different approaches to creating long-term relationships with two types of consumers: end consumers and business consumers. The objective of this study is to understand the factors that influence loyalty, satisfaction, and customer engagement in both segments, as well as the strategies implemented by companies to establish enduring relationships. The research method used in this study is a qualitative approach based on literature review, analyzing relationship marketing theories, and observing best practices adopted by global companies such as Apple, Toyota, and McDonald's. The study explores how companies devise communication strategies, after-sales services, and technology to strengthen relationships with end consumers and business consumers. Additionally, the research examines how companies analyze consumer needs and behaviors to create more personal and mutually beneficial relationships. The findings of the research indicate that end consumers are more responsive to emotional and personal approaches, such as personalized services and in-depth brand experiences. In contrast, business consumers prioritize reliability, efficiency, and professional relationships based on long-term economic value. By using different approaches tailored to the characteristics of each segment, companies can create more stable and productive long-term relationships. The conclusion of this study is that building long-term relationships with consumers requires strategies tailored to the specific needs of each segment. Companies need to leverage technology, effective communication, and optimal after-sales services to maintain consumer engagement. By understanding the characteristics and expectations of both end consumers and business consumers, companies can strengthen their relationships and create mutually beneficial long-term profits.