Pengaruh Strategi Pemasaran terhadap Loyalitas Pelanggan dan Volume Penjualan Melalui Kepuasan Pelanggan
(Studi Kasus pada PT. PLN (Persero) UP3 Bulukumba)
DOI:
https://doi.org/10.30603/ab.v21i1.6440Keywords:
Marketing Strategy, Customer Satisfaction, Customer Loyalty, Sales VolumeAbstract
This study aims to analyze the impact of marketing strategy on customer satisfaction, customer loyalty, and sales volume, with customer satisfaction acting as a mediating variable. The study employed the Partial Least Squares Structural Equation Modeling (PLS-SEM) method to examine the relationships between variables. Data were collected through surveys using questionnaires distributed to 106 customers selected using the purposive sampling method, targeting customers who had used energy sector services and possessed relevant experience with these services. Data collection was conducted directly, ensuring that respondents met the criteria aligned with the research objectives. The results show that marketing strategy has a positive and significant effect on customer satisfaction, customer loyalty, and sales volume. Additionally, customer satisfaction positively and significantly influences both loyalty and sales volume, and it is proven to mediate the relationship between marketing strategy and customer loyalty, as well as sales volume. These findings affirm that well-designed marketing strategies, such as relevant promotions, competitive pricing, and quality services, play a crucial role in enhancing customer satisfaction, which ultimately strengthens customer loyalty and drives sales growth. This study contributes to the theoretical framework by expanding the literature on marketing in the energy sector, particularly regarding the role of customer satisfaction as a mediator. Practically, the findings recommend that companies focus more on customer-centric marketing strategies to build sustainable long-term relationships. However, the limitations of this study include its restricted geographical scope and its lack of exploration of other variables, such as the role of digital technology. Future research is encouraged to expand the study area and incorporate additional variables for a more comprehensive analysis.
References
Anderson, E. W., & Mittal, V. (2020). Strengthening customer loyalty through satisfaction. Journal of Marketing Research, 57(4), 445-462. https://doi.org/10.1177/0022243720919741
Anderson, E. W., & Mittal, V. (2020). Strengthening the Satisfaction-Profit Chain. Journal of Service Research, 3(2), 107–120.
Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences (2nd ed.). Lawrence Erlbaum Associates.
Dick, A. S., & Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22(2), 99–113. https://doi.org/10.1177/0092070394222001
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). Sage Publications.
Henseler, J., Hubona, G., & Ray, P. A. (2015). Using PLS Path Modeling in New Technology Research: Updated Guidelines. Industrial Management & Data Systems, 116(1), 2–20. https://doi.org/10.1108/IMDS-09-2015-0382
Homburg, C., Jozić, D., & Kuehnl, C. (2019). Customer Experience Management: Towards Implementing an Evolving Marketing Concept. Journal of the Academy of Marketing Science, 45(3), 377–401. https://doi.org/10.1007/s11747-018-0609-6
Homburg, C., Jozić, D., & Kuehnl, C. (2019). Customer Experience Management: Towards Implementing an Evolving Marketing Paradigm. Journal of the Academy of Marketing Science, 45(3), 377-401. https://doi.org/10.1007/s11747-015-0460-7
Hu, L., & Bentler, P. M. (1999). Cutoff Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria Versus New Alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1–55. https://doi.org/10.1080/10705519909540118
Hulland, J. (1999). Use of Partial Least Squares (PLS) in Strategic Management Research: A Review of Four Recent Studies. Strategic Management Journal, 20(2), 195–204. https://doi.org/10.1002/(SICI)1097-0266(199902)20:2<195::AID-SMJ13>3.0.CO;2-7
Hussain, T., Mosa, A. M., & Omran, S. I. (2024). The Mediating Role of Customer Satisfaction in the Relationship Between Relational Marketing and Customer Retention. Journal of Relationship Marketing. https://doi.org/10.1080/15332667.2024.1234567
Kotler, P., & Keller, K. L. (2020). Marketing Management (15th ed.). Pearson Education.
Kumar, A., Srivastava, M., & Dhingra, P. (2024). Customer Satisfaction as a Mediator in Technology Acceptance and Engagement. Journal of Marketing Technology & Innovation, 10(2), 123–140. https://doi.org/10.1057/s41264-023-00256-2
Mittal, V., Anderson, E. W., & Sayrak, A. (2023). The Satisfaction-Profit Chain: A Meta-Analysis. Journal of Consumer Research, 50(1), 75–93. https://doi.org/10.1086/723957
Morgan, N. A., Slotegraaf, R. J., & Vorhies, D. W. (2019). Linking Marketing Capabilities with Profit Growth. Journal of Marketing, 83(4), 1–16. https://doi.org/10.1177/0022242919847196
Munir, M., & Rahmawati, R. (2018). The Effect of Marketing Mix on Customer Satisfaction and Loyalty. Journal of Marketing Research, 11(3), 45–58. https://doi.org/10.1016/j.jmr.2018.02.006
Ngobo, P. V. (2017). The Trajectories of Customer Loyalty: A Study of Customers in the Service Industry. Journal of Marketing Research, 54(2), 193–208. https://doi.org/10.1509/jmr.16.0059
Panjaitan, D., & Setyorini, R. (2019). Pengaruh Strategi Pemasaran terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan sebagai Variabel Intervening. JURISMA: Jurnal Riset Bisnis dan Manajemen, 10(1), 55–66. https://doi.org/10.31227/osf.io/xyz123
Panjaitan, R., & Setyorini, S. (2019). The Role of Marketing Strategies in Increasing Customer Satisfaction and Loyalty. Journal of Business and Management, 14(2), 120–135.
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2019). Handbook of Partial Least Squares: Concepts, Methods, and Applications. Springer.
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2019). Partial least squares structural equation modeling: Rigorous applications, better results, and higher acceptance. Long Range Planning, 52(6), 101036. https://doi.org/10.1016/j.lrp.2019.101036
Setiawan, B., Fudholi, D., & Satibi, S. (2019). The Impact of Marketing Strategy on Customer Loyalty with Satisfaction as Mediator. International Journal of Business Studies, 12(4), 145–157.
Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer Trust, Value, and Loyalty in Relational Exchanges. Journal of Marketing, 66(1), 15–37. https://doi.org/10.1509/jmkg.66.1.15.18449
Tempo. (2024). PLN Catat Produksi Listrik 84.572 GWh, Lampaui Target Tahun 2023. Tempo.co. Retrieved from https://www.tempo.co/
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Andi Muh. Armin Yusfin, Mahmud Nurnajamuddin, Serlin Serang
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
