The Influence of Customer Bonding and Customer Experience on Customer Loyalty of NR Shampoo, Medan Sunggal District (Case Study at PT. Ikapharmindo Putramas)
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Published:
Feb 23, 2023
Keywords:
Customer Bonding, Customer Experience, Customer Loyalty
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Abstract
The purpose of this study was to determine and analyze the effect of customer bonding and customer experience on customer loyalty of Shampoo NR at districts of medan sunggal (student case study of PT. Ikapharmindo Putramas Medan)’’. The research method used was exploratory research, where the variables were measured using a Likert scale. Methods of data collection is done by interview (interview), with a list of questions (questionnaire). The population in this study were all NR Shampoo customers totaling 57 people. Sampling with the saturated sampling method or better known as the census. In this study, the population was relatively small, as many as 57 people. Data processing using SPSS version 23 software, with descriptive analysis and hypothesis testing with multiple regression analysis. The results showed that: (1) partially customer bonding variables affect customer loyalty NR Shampoo at PT. Ikapharmindo Putramas Medan sunggal ; (2) partially customer experience variables affect customer loyalty NR Shampoo at PT. Ikapharmindo Putramas Medan sunggal; (3) Simultaneously there is a positive and significant influence between the variables of customer bonding and customer experience of customer loyalty Shampoo NR at PT. Ikapharmindo Putramas Medan sunggal.
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How to Cite
Aramita, F. (2023). The Influence of Customer Bonding and Customer Experience on Customer Loyalty of NR Shampoo, Medan Sunggal District (Case Study at PT. Ikapharmindo Putramas). ProBisnis : Jurnal Manajemen, 14(1), 89–96. https://doi.org/10.62398/probis.v14i1.88
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Al Amrie, S. M. A. Z., Jatmiko, R. D., & Handayanto, E. (2021). The Influence of Product Attributes and Customer Experience on Customer Loyalty:(Study on Café Customers in Malang City). Jurnal Manajemen Bisnis Dan Kewirausahaan (JAMANIKA), 1(04), 256–266.
Al Ansori, A., & Andjarwati, A. L. (2022). PENGARUH SERVICE QUALITY DAN CUSTOMER EXPERIENCE TERHADAP CUSTOMER LOYALTY (STUDI PADA PENUMPANG FIRST CLASS DOUBLE DECKER BUS ROSALIA INDAH). Jurnal Ilmu Manajemen, 10(1), 370–381.
Al Khoury, G., Thrassou, A., Papasolomou, I., & Vrontis, D. (2022). The requisite role of emotional intelligence in customer service in the retail banking sector. International Journal of Organizational Analysis, ahead-of-print.
Bove, L. L., & Johnson, L. W. (2000). A customer-service worker relationship model. International Journal of Service Industry Management, 11(5), 491–511.
Buttle, F. A., Ahmad, R., & Aldlaigan, A. H. (2002). The theory and practice of customer bonding. Journal of Business-to-Business Marketing, 9(2), 3–27.
Cowgill, M. A. (2002). Drivers of client satisfaction: A study of financial advisors and client service techniques. Argosy University/Sarasota.
Efni, Y., & others. (2016). Pengaruh Strategi Customer Bonding Terhadap Customersatisfaction Dan Customer Loyalty Padapt. Bank Rakyatindonesia (PERSERO) TBK.(Survey Pada Nasabah Tabungan Britama KantorCabang Teluk Kuantan). Jurnal Tepak Manajemen Bisnis, 8(2).
Harahap, B., Al Qohirie, M. I., Masri, D., & Apriyandi, A. (2022). Sosialisasi Penggunaan Digital Marketing Bagi Usaha Mikro, Kecil dan Menengah di Era Digitalisasi Pada Mahasiswa Program Studi Kewirausahaan. Mejuajua: Jurnal Pengabdian Pada Masyarakat, 2(2), 35–42.
Hasan, G. (2021). Effect of Develop Strategy, Ethical Climate, on Quality Service to Customer Experience With Local Wisdom as a Moderating Variable.
Hasan, R., Thaichon, P., & Weaven, S. (2021). Are we already living with Skynet? Anthropomorphic artificial intelligence to enhance customer experience. In Developing digital marketing (pp. 103–134). Emerald Publishing Limited.
Huda, M. (2020). THE EFFECT OF CUSTOMER INTIMACY, CUSTOMERS EXPERIENCE, CUSTOMER SATISFACTION AND CUSTOMER BONDING ON CUSTOMER LOYALTY AT BANK BRI SYARIAH KCP PANDA’AN PASURUAN. Ad-Deenar: Jurnal Ekonomi Dan Bisnis Islam, 4(02), 244–262.
Ihwan, I. (2021). Marketing Communication as a Moderate Variable Between Consumer Experience and Trust to Grab Service User Loyalty in Makassar City. Palakka: Media and Islamic Communication, 2(2), 129–144.
K-Means Analysis in Grouping Abilities of Battuta University Informatics Study Program Students. (n.d.).
Kuuru, T.-K. (2022). Embodied knowledge in customer experience: reflections on yoga. Consumption Markets \& Culture, 25(3), 231–251.
Masri, D., Apriyandi, A., & Harahap, B. (2022). Implementation of K-Means for Analysis of Factors Causing Consumer Satisfaction at Madani Hotel Medan City. Bulletin of Computer Science and Electrical Engineering, 3(2), 66–72.
Mullins, J. W., & W. J. O. C. (2015). Marketing Management: A Strategic Decision-Making Approach (8th ed.). McGraw-Hill International Edition.
Nasution, A. A., Harahap, B., Ritonga, Z., & others. (2022). The Influence of Product Quality, Promotion and Design on Purchase Decisions for Yamaha Nmax Motor Vehicles SPSS Application Based. International Journal of Economics (IJEC), 1(1), 1–13.
Nasution, R. A., Fauzi, A., & Lubis, A. N. (2023). THE EFFECT OF CUSTOMER CO-CREATION AND CUSTOMER EXPERIENCE ON ELECTRONIC WORD OF MOUTH (EWOM) THROUGH CUSTOMER SATISFACTION ON SHARIA INDONESIAN BANK IN MEDAN CITY. International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS), 3(1), 296–309.
Peppers, D., & Rogers, M. (2016). Managing customer experience and relationships: A strategic framework. John Wiley \& Sons.
Robertson, T. S., Gatignon, H., & Cesareo, L. (2018). Pop-ups, ephemerality, and consumer experience: the centrality of buzz. Journal of the Association for Consumer Research, 3(3), 425–439.
Rogers, M., & Peppers, D. (2022). Managing customer experience and relationships: a strategic framework. John Wiley \& Sons.
Salim, K. F., Catherine, C., & Andreani, F. (2015). Pengaruh Customer Experience Dan Kepercayaan Terhadap Kepuasan Konsumen Di TX Travel Klampis. Jurnal Hospitality Dan Manajemen Jasa, 3(1), 322–340.
Santoso, A. F. (2021). Pengaruh Penerapan Customer Bonding Terhadap Loyalitas Konsumen Di (Him Barbershop. Universitas Komputer Indonesia.
Simanullang, B., & Manurung, H. (2020). PENGARUH FASILITAS DAN PELAYANAN TERHADAP KEPUASAN KONSUMEN PADA SALON RIA PASAR DOLOKSANGGUL. Tapanuli Journals, 3(1), 54–59.
Situmorang, S. H., Mulyono, H., & Azmi, A. (2018). Effect Of Servicescape And Customer Experience On Social Location Marketing (Case Study At Caf, In Medan). 1st Economics and Business International Conference 2017 (EBIC 2017), 546–552.
SM, D. (2018). Pengaruh Strategi Customer Bonding Terhadap Loyalitas Nasabah PT. BANK Negara Indonesia (PERSEO) Tbk (Studi pada Nasabah Taplus Bisnis Kantor Cabang Pekanbaru). Menara Ilmu, 12(80).
Sudaryono. (2016). Manajemen Pemasaran: Teori dan Implementasi. aNDI.
Tjandra, W. W. (2021). Pengaruh Customer Experience dan Customer Bonding terhadap Loyalitas Nasabah (Studi pada Nasabah Bank BNI KCU USU). Universitas Sumatera Utara.
Tjiptono, F. (2014). Pemasaran Jasa, Prinsif dan Penelitian. Yogyakarta Penerbit Andi Publisher.
Van Bennekom, F. C. (2002). Customer surveying: A guidebook for service managers. Customer Service Press.
Waqas, M., Hamzah, Z. L., & Salleh, N. A. M. (2020). A typology of customer experience with social media branded content: a netnographic study. International Journal of Internet Marketing and Advertising, 14(2), 184–213.
Wibowo, L. A. (2011). Experiential Marketing dan Branded Customer Experience Kaitannya dengan Loyalitas Pelanggan Restoran Dan Cafe Serta Dampaknya Pada Citra Bandung Sebagai Destinasi Pariwisata Indonesia. Strategic: Jurnal Pendidikan Manajemen Bisnis, 11(1), 48–60.