Luxury Vehicle Enthusiast: A Customer Loyalty Analysis in Jakarta

Tifa Noer Amelia, Swastika Feranti Manungsong, Adi Susilo Jahja

Abstract


This study aims to determine whether customer relationship management, public relations, and experiential marketing can affect customer loyalty. This study was conducted on luxury vehicle consumers in Jakarta. The study used a random sampling of 200 respondents. The research analysis technique is multiple linear regression using SPSS software. The results show that in both partial and simulant tests the model shows that customer relationship management, public relations, and experiential marketing effectively predict consumer loyalty. These findings show that the character of Jakarta as the capital city and the center of development in Indonesia impacts creating loyalty based on field assessment. About 50% of other variables need to be tested to strengthen factors that increase loyalty and show luxury vehicle enthusiasm in Jakarta. This research specifies an automotive distributor in Jakarta that specializes in luxury vehicles. Unlike the common vehicle customer, it is more manageable to maintain customer enthusiasm for luxury cars based on customer relationship management, public relations, and experiential marketing strategy.

Full Text:

PDF

References


Ali, D. S. F. (2017). Marketing Public Relations–Diantara Penjualan dan Pencitraan. Deepublish.

Amelia, T. N. (2020). Evaluation Framework on Start-up Incubator Business Model: What to Ask and How to Employ Data Management Tools (N-Vivo). INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 3(4), 553–557. https://doi.org/https://doi.org/10.31842/jurnalinobis.v3i4.158

Arifin, R. (2023). Penjualan Mercy, BMW, sampai Lexus Ngegas di RI, Mana yang Terlaris? https://oto.detik.com/mobil/d-6515181/penjualan-mercy-bmw-sampai-lexus-ngegas-di-ri-mana-yang-terlaris

Chin, W. W. (1998). The Partial Least Squares Approach to Structural Equation Modeling. Modern Methods for Business Research, 8, 295–336.

Dewi, R. K., Kumadji, S., & Mawardi, M. K. (2015). Pengaruh Experiential Marketing Terhadap Kepuasan Pelanggan Dan Dampaknya Pada Loyalitas Pelanggan (Survei Pada Pelanggan Tempat Wisata Jawa Timur Park 1 Kota Wisata Batu). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 28(1), 1–6.

Ghozali, I. (2021). Aplikasi analisis multivariate dengan program SPSS. Badan Penerbit Universitas Dipenogoro.

Hidayat, T. (2015). Pengaruh Marketing Public Relation terhadap Loyalitas Pelanggan pada PT. Jalur Nugraha Ekakurir (JNE) Bandung. Jurnal Ekonomi, Bisnis & Entrepreneurship, 9(2).

Imasari, K., & Nursalin, K. K. (2011). Pengaruh Customer Relationship Management Terhadap Loyalitas Pelanggan Pada PT Bca Tbk. Fokus Ekonomi, 10(3).

Kotler, P., & Keller, K. L. (2016). Marketing management (15th Ed.,). Pearson Education.

Kurniawan, R. (2022). BMW Dominasi Penjualan Mobil Mewah. https://otomotif.kompas.com/read/2022/04/19/090200215/bmw-dominasi-penjualan-mobil-mewah-kuartal-i-2022.

Pratama, I. P. A. E. (2019). Customer Relationship Management (CRM) Teori dan Praktek Berbasis Open Source. Informatika.

Schmitt, B. (2010). Experience Marketing: Concepts, Frameworks and Consumer Insights. Foundations and Trends® in Marketing, 5, 55–112. https://doi.org/10.1561/1700000027

Setyaleksana, B. Y., Suharyono, S., & Yulianto, E. (2017). Pengaruh Customer Relationship Management (CRM) Terhadap Kepuasan Dan Loyalitas Pelanggan (Survei Pada Pelanggan Grapari Telkomsel Di Kota Malang). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 46(1), 45–51.




DOI: https://doi.org/10.26905/bismar.v3i1.12890

Refbacks

  • There are currently no refbacks.


Copyright (c) 2024 Business Management Research



Bismar has been indexing:

SINTA - Science and Technology Index


Bismar has been tools:

Index Copernicus International (ICI)


Business Management Research (BISMAR)
Management Department Faculty of Economics
University of Merdeka Malang

MAILING ADDRESS
Terusan Dieng Street 62-64, Sukun, Malang City, East Java, 65146, Indonesia
Phone: +62 821-41904-400
Email: [email protected]


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.