DIGITAL MARKETING AND ENTREPRENEURIAL MARKETING IN OPTIMIZING MILLENNIAL CONSUMER LOYALTY THROUGH CONSUMER SATISFACTION

Yanti Pujiastuti

Abstract

Millennial generation loyalty to a product needs to be supported by a strategy that leads to digitalization and innovation. Evidence of the effect of digital marketing, entrepreneurial marketing on customer satisfaction is tested in this study. The effect of intervening consumer satisfaction on the relationship between digital marketing, entrepreneurial and consumer loyalty is included in the test. The population is the millennial generation who have visited Semarang and obtained 103 samples. The data analysis technique used regression and path analysis. The results of the study found a significant effect of digital marketing on consumer satisfaction (0.001) and consumer loyalty (0.000) and a significant influence of entrepreneurial marketing on consumer satisfaction (0.000). Consumer satisfaction is not proven to have an effect on consumer loyalty (0.163) so it is not proven to have an intervening effect. Digital marketing can be used to increase millennial consumer satisfaction and loyalty in the tourism sector. Future research can provide certain conditions for the sample so that the results are more optimal.

Keywords: digital marketing, entrepreunerial marketing, consumer loyalty, consumer satisfaction

Full Text:

PDF

References

Andi, F. (2018). Sinergi Fintech dengan Perbankan Syariah dalam Perspektif Hukum. Istinbáth Jurnal Hukum Dan Ekonomi Islam, 17(2), 417–430. http://www.istinbath.or.id

Ferdinand, A. (2012). Metode Penelitian Manajemen, Undip, Semarang. MANAJEMEN UNDIP.

Gultom, D. K., Arif, M., & Fahmi, M. (2020). Determinasi Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Melalui Kepercayaan. Maneggio: Jurnal Ilmiah Magister Manajemen, 3(2), 171–180.

Huba, J., & McConnell, B. (2007).Creating Customer Evangelists: How Loyal Customers Become a Volunteer Salesforce, 1–11. http://www.amazon.com/Creating-Customer-Evangelists-Customers-Volunteer/dp/1419597213/wabalake-20

indonesia.go.id. (n.d.). https://indonesia.go.id/ragam/pariwisata/pariwisata/wisata- indonesia-di-mata-dunia

Kotler, P. (2017). [Philip_Kotler]_Kotler,_P.,_2017._Marketing_4.0_Mo(z-lib.org).

Miles, M., Gilmore, A., Harrigan, P., Lewis, G., & Sethna, Z. (2015). Exploring entrepreneurial marketing. Journal of Strategic Marketing, 23(2), 94–111. https://doi.org/10.1080/0965254X.2014.914069

Purnomo, A., PENGARUH DIGITAL MARKETING TERHADAP LOYALITAS PELANGGAN ( Studi pada Pelanggan Kedai Hj . S Jl . Kesumba Kota Malang ). Jurnal JIBEKA Volume 12, no.1, 201:1-8, 1–8.

Shiratina, A., Narimawati, U., & Suryana, Y. (2016). the Chronology of entrepreneurial. 14(2), 843–850.

Simms, C., & Trott, P. (2007). An analysis of the repositioning of the “BMW Mini” brand. Journal of Product & Brand Management, 16(5), 297–309. https://doi.org/10.1108/10610420710779591

suryadewata.go.id. (n.d.).

W, R. W. A., Poluakan, M. V., Dikayuana, D., Wibowo, H., & Raharjo, S. T. (2020). Potret Generasi Milenial Pada Era Revolusi Industri 4.0. Focus : Jurnal Pekerjaan Sosial, 2(2), 187. https://doi.org/10.24198/focus.v2i2.26241

Wibowo, B. S., & Haryokusumo, D. (2020). Peluang Revolusi Industri 4.0 Bidang Pemasaran: Pemanfaatan Aplikasi E-commerce, Sosial Media Instagram dan Digital Marketing terhadap keputusan Instant Online Buying Konsumen Generasi Millenial. Capital: Jurnal Ekonomi Dan Manajemen, 3(2), 86. https://doi.org/10.25273/capital.v3i2.6077

Yasmin, A., Tasneem, S., & Fatema, K. (2015). Effectiveness of Digital Marketing in the Challenging Age: An Empirical Study. The International Journal of Management Science and Business Administration, 1(5), 69–80. https://doi.org/10.18775/ijmsba.1849-5664-5419.2014.15.1006

Yau, O. (2002). An Empirical Investigation of the Impact of Business-to-business Electronic Commerce Adoption on the Business Operations of Hong Kong Manufacturers. Irst Monday, 7,9

Refbacks

  • There are currently no refbacks.