Kepuasan Konsumen Sebagai Dampak dari Relationship Marketing dan Kebijakan Harga

Authors

  • Nursatriani Universitas Islam Makassar
  • Norhaedah Universitas Islam Makassar
  • Ernawati Ernawati Universitas Islam Makassar
  • Nugraha Abhull Azwad Universitas Islam Makassar

DOI:

https://doi.org/10.37888/bjrm.v8i1.655

Abstract

Abstract: This study aims to analyze the influence of Relationship Marketing and date prices on customer satisfaction at Pusat Kurma dan Oleh-Oleh Haji Umroh Bin Daud Makassar. The research method used is quantitative, with data collection techniques including observation, interviews, questionnaires, and documentation. The sample consisted of 100 respondents selected through purposive sampling. The results show that, partially, Relationship Marketing positively and significantly affects customer satisfaction, with a t-value of 5.619 and a significance of 0.000. The date price variable also has a positive and significant effect, with a t-value of 14.768 and a significance of 0.000. Simultaneously, Relationship Marketing and date prices have a positive and significant effect on customer satisfaction, with an F-value of 191.561 and a significance of 0.000. The study concludes that combining effective Relationship Marketing with competitive pricing strategies can significantly enhance customer satisfaction. Therefore, the company is advised to strengthen relationships with customers and continuously adjust pricing to align with product quality.

Keywords: Relationship Marketing, Price, Customer Satisfaction

 

 

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Published

2025-02-18

How to Cite

Nursatriani, Norhaedah, Ernawati, E., & Nugraha Abhull Azwad. (2025). Kepuasan Konsumen Sebagai Dampak dari Relationship Marketing dan Kebijakan Harga. BJRM (Bongaya Journal of Research in Management), 8(1), 82–88. https://doi.org/10.37888/bjrm.v8i1.655

Issue

Vol. 8 No. 1 (2025): BJRM (Bongaya Journal of Research in Management)

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Articles

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Copyright (c) 2025 Nursatriani, Norhaedah, Ernawati Ernawati, Nugraha Abhull Azwad

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