The Role of Relationship Marketing in Small and Medium Enterprises (SMEs)

Tanti Handriana

Abstract


ABSTRACT

This study examines the role of relationship marketing on Small and Medium Enterprises (SMEs) in Indonesia. Relationship marketing is a concept in marketing management aimed at maintaining long-term relationships with customers. Meanwhile, SMEs occupy a crucial role in sustaining the economy of Indonesia. Therefore, by implementing the concept of relationship marketing, it is expected that customer loyalty on SMEs is formed and can maintain the sustainability of SMEs. The study used survey methods, with a sample pool of 183 SMEs customers. The analysis technique utilized structural equation modeling (SEM) and the data was processed using AMOS Basic. The results show that trust and relational commitment is significantly affected by communication and relational benefits. Meanwhile, trust and relational commitment significantly affect customer loyalty. The variables of similarity and frequency of interactions have no significant effect on either trust or relational commitment of customers of SMEs.

Keywords: Relationship marketing; SMEs; AMOS basic; trust; relational commitment

ABSTRAK

Kajian ini menguji peranan pemasaran hubungan ke atas Perusahaan Kecil dan Sederhana (PKS) di Indonesia. Pemasaran hubungan merupakan konsep dalam pengurusan pemasaran yang bertujuan untuk menjaga hubungan jangka panjang dengan pelanggan. Sementara itu, PKS memainkan peranan yang penting dalam mengekalkan kemapanan ekonomi Indonesia. Oleh itu, dengan menerapkan konsep pemasaran hubungan, diharapkan kesetiaan pelanggan terhadap PKS dapat dibentuk dan sekaligus dapat mengekalkan kemapanan PKS. Kajian ini menggunakan kaedah soal selidik, dengan sampel pelanggan PKS sebanyak 183 orang. Teknik analisis yang digunakan adalah Model Persamaan Berstruktur (SEM) dan data diproses menggunakan AMOS Basic. Hasil kajian menunjukkan bahwa kepercayaan dan komitmen hubungan secara signifikan dipengaruhi oleh komunikasi dan manfaat hubungan. Sementara itu, kepercayaan dan komitmen hubungan secara signifikan mempengaruhi kesetiaan pelanggan. Pembolehubah kesamaan dan frekuensi interaksi tidak mempunyai pengaruh signifikan sama ada terhadap kepercayaan mahupun komitmen hubungan pelanggan PKS.

Kata kunci: Pemasaran relasional; Perusahaan kecil dan sederhana; PKS; AMOS basic; kepercayaan, komitmen hubungan


Keywords


Relationship marketing; SMEs; AMOS basic; trust; relational commitment

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