The Effect of Relationship Marketing on Customer Gratitude and Customer Loyalty at Farm to Table Business
Farm to Table Business is one of the platform for selling agricultural products by digital marketing that really needs a relationship marketing strategy to add customers and increase customer loyalty by increasing customer gratitude. Relationship marketing is a form of strategy to retain customers....
| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Brawijaya
2023-11-01
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| Series: | Habitat |
| Subjects: | |
| Online Access: | https://habitat.ub.ac.id/index.php/habitat/article/view/3535 |
| _version_ | 1797447767234183168 |
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| author | Firsta Koesdyah Mekasari Budi Setiawan Riyanti Isaskar Djoko Koestiono Syafrial Silvana Maulidah |
| author_facet | Firsta Koesdyah Mekasari Budi Setiawan Riyanti Isaskar Djoko Koestiono Syafrial Silvana Maulidah |
| author_sort | Firsta Koesdyah Mekasari |
| collection | DOAJ |
| description | Farm to Table Business is one of the platform for selling agricultural products by digital marketing that really needs a relationship marketing strategy to add customers and increase customer loyalty by increasing customer gratitude. Relationship marketing is a form of strategy to retain customers. The purpose of this research is to analyze the effect of relationship marketing on customer gratitude and the effect of customer gratitude on customer loyalty at Farm to Table Business. This study used a purposive sampling technique to determine the sample with a total of 100 respondents. The data analysis technique in this study used SEM PLS (Partial Least Square) with Warp PLS 7.0 software. The results of this research show that: (1) Relationship marketing has a positive and highly significant effect on customer gratitude by 0.22; (2) Customer Gratitude has a positive and highly significant effect on customer loyalty by 0.56. |
| first_indexed | 2024-03-09T14:00:41Z |
| format | Article |
| id | doaj.art-24377ab9d5eb471f81a73d03c1f848bc |
| institution | Directory Open Access Journal |
| issn | 0853-5167 2338-2007 |
| language | English |
| last_indexed | 2024-03-09T14:00:41Z |
| publishDate | 2023-11-01 |
| publisher | University of Brawijaya |
| record_format | Article |
| series | Habitat |
| spelling | doaj.art-24377ab9d5eb471f81a73d03c1f848bc2023-11-30T08:15:27ZengUniversity of BrawijayaHabitat0853-51672338-20072023-11-0134323624410.21776/ub.habitat.2023.034.3.213318The Effect of Relationship Marketing on Customer Gratitude and Customer Loyalty at Farm to Table BusinessFirsta Koesdyah Mekasari0Budi Setiawan1Riyanti Isaskar2Djoko Koestiono3Syafrial4Silvana Maulidah5Faculty of Agriculture, Universitas Brawijaya, IndonesiaFaculty of Agriculture, Universitas Brawijaya, IndonesiaFaculty of Agriculture, Universitas Brawijaya, IndonesiaFaculty of Agriculture, Universitas Brawijaya, IndonesiaFaculty of Agriculture, Universitas Brawijaya, IndonesiaFaculty of Agriculture, Universitas Brawijaya, IndonesiaFarm to Table Business is one of the platform for selling agricultural products by digital marketing that really needs a relationship marketing strategy to add customers and increase customer loyalty by increasing customer gratitude. Relationship marketing is a form of strategy to retain customers. The purpose of this research is to analyze the effect of relationship marketing on customer gratitude and the effect of customer gratitude on customer loyalty at Farm to Table Business. This study used a purposive sampling technique to determine the sample with a total of 100 respondents. The data analysis technique in this study used SEM PLS (Partial Least Square) with Warp PLS 7.0 software. The results of this research show that: (1) Relationship marketing has a positive and highly significant effect on customer gratitude by 0.22; (2) Customer Gratitude has a positive and highly significant effect on customer loyalty by 0.56.https://habitat.ub.ac.id/index.php/habitat/article/view/3535farm to table businessrelationship marketingcustomer gratitudecustomer loyaltysem-pls |
| spellingShingle | Firsta Koesdyah Mekasari Budi Setiawan Riyanti Isaskar Djoko Koestiono Syafrial Silvana Maulidah The Effect of Relationship Marketing on Customer Gratitude and Customer Loyalty at Farm to Table Business Habitat farm to table business relationship marketing customer gratitude customer loyalty sem-pls |
| title | The Effect of Relationship Marketing on Customer Gratitude and Customer Loyalty at Farm to Table Business |
| title_full | The Effect of Relationship Marketing on Customer Gratitude and Customer Loyalty at Farm to Table Business |
| title_fullStr | The Effect of Relationship Marketing on Customer Gratitude and Customer Loyalty at Farm to Table Business |
| title_full_unstemmed | The Effect of Relationship Marketing on Customer Gratitude and Customer Loyalty at Farm to Table Business |
| title_short | The Effect of Relationship Marketing on Customer Gratitude and Customer Loyalty at Farm to Table Business |
| title_sort | effect of relationship marketing on customer gratitude and customer loyalty at farm to table business |
| topic | farm to table business relationship marketing customer gratitude customer loyalty sem-pls |
| url | https://habitat.ub.ac.id/index.php/habitat/article/view/3535 |
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