The Influence of Element Marketing Communication, Relationship Commitment, Business on the Quality on Consumer Relations Against Customer Loyalty

International Journal of Economics & Business
ISSN: 2717-3151, Volume 1, Issue 2, page 32 – 54
Date: 22 November 2018
© Copyright International Journal of Zambrut

Haris Hermawan, Raden Andi Sularso, Diah Yulisetiarini & Hari Sukarno

Haris Hermawan & Raden Andi Sularso
Faculty of Economics and Bussiness, University of Jember
Jember, Indonesia

Diah Yulisetiarini & Hari Sukarno
Faculty of Economics and Bussiness, University of Jember
Jember, Indonesia

Abstract
The ASEAN Economic Community (MEA) is the integration of ASEAN member countries into the economic community for its people, in the era of the ASEAN Economic Community there are many challenges and opportunities faced by small culinary businesses in general. The challenge faced is increasingly fierce competition and competitors will take customers who are loyal to the product, the opportunity to be achieved is the growing market share in ASEAN. ASEAN economic blueprint in the MEA era is a challenge and opportunity for companies in Indonesia. This research includes the type of explanatory research or confirmatory research. The variables in this study are marketing soft sell (X1), Hard sell Marketing communication (X2), Relationship Commitment (X3), Relationship Quality (Y1), and Customer Loyalty (Y2). Data interval measurements (interval scale data) that produce responses to stimuli are presented in semantic (bipolar adjective) categories. The method used is a purposive sampling method based on quota. The analysis used to test the hypothesis in this study is SEM-Structural Equation Modeling) The findings of this study in the form of emotion shopping mediation from business to consumer relationship quality in triggering impulse buying based on marketing soft sell communication, marketing communication hard sell and relationship commitment. The research findings show that the direct effect of business to consumer relationship quality on customer loyalty is 51.3%, impulse buying in the form of relationship commitment with affective-emotional indicators (willing to buy because of affective attitude with the seller’s commitment), cognitive-calculative (perceived that the company has the ability to provide competitive prices), Non-Coercive seller (ability to offer products to buy along with specific manner of salesmen), Uncertainty avoidance (having clear rules to prevent customer confusion) These indicators are based on characteristics that can be defined and observed by customers , while the emotion of business to consumer relationship quality arising from this study comes from the Money-back guarantee indicator, Trust (trust that grows in relational relations), Commitment (keeping promises), Satisfaction (customer satisfaction felt ) The findings of this study are to confirm and extend the results of empirical studies from previous studies that prove that: there is a guarantee of the company’s ability to repay money if the order is not appropriate.

Keywords: Soft Sell Marketing, Hard Sell Marketing, Relationship Commitment, Business to Consumer Relationship Quality Customer Loyalty, Impulse Buying & Shopping Emotion.

1. Background of the Research
1.1 Introduction
Kotler and Armstrong (2008: 10) states that marketing communication aims to find, attract, retain and grow target customers by creating, delivering, and communicating value superiority with customers while maintaining loyal customers, maintaining customer loyalty means the company’s ability to position its products in mind customers and try to think of customers as partners by strengthening customer confidence, always interacting, if necessary develop for mutual progress. Terence (2003: 24-29) states the character of marketing communication: (1) influences behavior, (2) starts from customers and prospective customers, (3) uses one or all means to “contact”, (4) tries to create synergy, (5) establish relationships.
Customer loyalty is defined as the loyalty shown by customers to products with indicators: loyal to continuous purchase-retention (Olivares et al., 2018), repurchase-buying (Kenningham et al., 2015), recommending products or service recommendations as well as reference source for referrals (Ku et al., 2016; Berman, 2015), so that customers have endurance not affected by other products-resistance (Mani and Chuck, 2017).
Customer consumption behavior begins to shift, retail customers shop through stores, now through online shops. This behavior is ……….

1.2 Research Gap
Research gap; (1) soft sell that performs its functions as follows: uses more visual imagery and are more subtle and ambiguous than hard sell ones, which are relatively more informational and focus on tangible product features, and (2) hard sell can be equated with informational advertising, particularly the kind that uses strong arguments and demands for action on these two elements based on research by Bradley et al. (1994); Messaris (1998); Alden et al. (1999); Okazaki et al. (2014); Prasertchuwong (2015). Zia (2014) and Rahi et al. (2016) state that Public Relations and Publicity will be effective for customer loyalty when customers have a good shopping experience, customers can conduct testimonials. Husnain et al. (2015); Khizar et al. (2016); Chang et al. (2016) states that there is proven direct marketing and commitment from the company will increase customer loyalty. Pongpaew et al. (2016); Verma et al. (2015); Jalillvand et al. (2012); Bilgihan (2016) states that interactive / internet marketing by means of social media, online shop can increase trust in marketing and influence loyalty, but otherwise Xu (2016) states that web-advertising does not affect customer loyalty if it is difficult to enter the url (uniform resource locator) ……….

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