The Influence Of Marketing Strategy And Customer Satisfaction On Customer Loyalty at PT. Mitragraha Inti Utama

Fuji Aldiena Indriani; Siti Insani

doi:10.70283/dirya.v2i2.92

Authors

Fuji Aldiena Indriani Politeknik Piksi Ganesha Bandung, Indonesia
Siti Insani Politeknik Piksi Ganesha Bandung, Indonesia

DOI:

https://doi.org/10.70283/dirya.v2i2.92

Keywords:

Marketing Strategy, Customer Satisfaction, Customer Loyalty

Abstract

This research investigates the impact of marketing strategies and customer satisfaction on customer loyalty at PT Mitragraha Inti Utama. In today’s highly competitive business environment, maintaining customer retention presents a substantial challenge for organizations. Strategic marketing efforts and high levels of customer satisfaction are widely acknowledged as key drivers of customer loyalty. Employing a quantitative research design, the study utilizes a survey method by distributing structured questionnaires using a Likert scale to 100 customers of PT Mitragraha Inti Utama. The collected data were analyzed using multiple linear regression to examine the effect of each independent variable. The findings reveal that marketing strategy significantly and positively influences customer loyalty. Likewise, customer satisfaction also demonstrates a significant and positive relationship with customer loyalty. Furthermore, when considered simultaneously, both marketing strategy and customer satisfaction significantly contribute to enhancing customer loyalty. The research findings indicate that marketing strategies have a positive and significant impact on customer loyalty. Based on the determination test, marketing strategies and customer satisfaction contribute 90.7% to customer loyalty at PT Mitragraha Inti Utama, while the remaining percentage is influenced by other variables not examined in the study.These results highlight the critical need for companies to continuously refine their marketing strategies and uphold service excellence in order to foster customer satisfaction and secure long-term loyalty.

References

Adisaputro, G. (2019). Manajemen Pemasaran. UPP STIM YKPN.

Ahmudin, A., & Ranto, D. W. P. (2023). Pengaruh Harga, Word of Mouth dan Kepuasan Pelanggan terhadap Loyalitas Pelanggan Telkomsel di Yogyakarta. Jurnal E-Bis, 7(1), 158–168.

Aziz, T., Haryadi, R. N., Riyanto, S., & Hm, U. (2023). The Effect of Marketing Mix and Brand Image towards Interest of Students at Riyadlul Jannah Islamic High School Jonggol. International Journal of Sharia Business Management, 2(2).

Cardoso, A., Gabriel, M., Figueiredo, J., Oliveira, I., Rêgo, R., Silva, R., Oliveira, M., & Meirinhos, G. (2022). Trust and Loyalty in Building the Brand Relationship with the Customer: Empirical Analysis in a Retail Chain in Northern Brazil. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 109. https://doi.org/10.3390/joitmc8030109

Dewi, P. S. A., & Suprapti, N. W. S. (2018). MEMBANGUN LOYALITAS PELANGGAN MELALUI KEPUASAN YANG DIPENGARUHI OLEH KUALITAS PRODUK, PERSEPSI HARGA DAN CITRA MEREK (Studi Pada Produk Smartphone Merek Oppo). Matrik : Jurnal Manajemen, Strategi Bisnis Dan Kewirausahaan, 87. https://doi.org/10.24843/matrik:jmbk.2018.v12.i02.p01

Eryandi, E., Eliza, E., Budiarti, E., Simbolon, M. B., & Haryadi, R. N. (2025). Strengthening Digital Marketing Capacity For Msmes In Cileungsi To Accelerate Business Growth. Pasundan Community Service Development, 3(1), 34-41.

Global Risk Report. (2023). The Global Risks Report 2023 18th Edition - Insight Report.

Insani, S., & Adjie, W. H. (2023). PENGUKURAN KESIAPAN TRANSFORMASI DIGITAL UMKM DI KABUPATEN SLEMAN. SECAD, 3(2), 45–57.

Kotler, P., & Keller, K. L. (2017). Manajemen Pemasaran (Edisi ke-12. Jilid 1) Indonesia. PT Macanan Jaya Cemerlang: Pt Indeks.

Kumalasari, N. R. (2020). Analisis Strategi Pemasaran Dalam Meningkatkan Volume Penjualan Produk di Toko Ismart dan Indomaret Ponorogo [Skripsi]. IAIN Ponorogo.

Putra, R. (2021). Determinasi kepuasan pelanggan dan loyalitas pelanggan terhadap kualitas produk, citra merek dan persepsi harga (literature review manajemen pemasaran). Jurnal Ekonomi Manajemen Sistem Informasi, 2(4), 516–524.

Srisusilawati, P., Burhanudin, J., Trenggana, A. F. M., Anto, M. A., Kusuma, G. P. E., Rahmasari, L. F., Ariyani, N., Hadi, P., Manggabarani, A. S., & Lestari, F. P. (2023). Loyalitas Pelanggan. Penerbit Widina.

Sudrartono, T., Hernawati, E., Adji, W. H., Warsiati, W., Insani, S., Martowinangun, K., Nunung, A., Legistari, K., Adji, W. Z., Fatihah, D. C., Pramanik, N. D., Nurdin, J., Paryanti, D., Triswastika, A., & Wityasminingsih, E. (2024). MANAJEMEN PERUSAHAAN MODERN. In T. Sudrartono (Ed.), CV WIDINA MEDIA UTAMA. CV WIDINA MEDIA UTAMA.

Thung, J. (2021). Membangun loyalitas pelanggan melalui kepuasan pelanggan yang dibentuk dari kualiatas produk,kewajaran harga, DAdan citra merek di KFC Indonesia. Universitas Pelita Harapan.

Tjiptono, F., & Chandra, G. (2012). Pemasaran Strategik Edisi 2. Yogyakarta: Andi.

Wicaksono, D. A. (2022). Faktor–faktor yang mempengaruhi loyalitas pelanggan (Suatu kajian teoritis). ULIL ALBAB: Jurnal Ilmiah Multidisiplin, 1(3), 504–509.

Widyaningrum, I. D. (2020). Pengaruh kualitas pelayanan dan loyalitas pelanggan hotel Luminor Mangga Besar Jakarta Barat. Jurnal STEI Ekonomi, 20(20), 1–22.