Pengaruh Relationship Marketing Terhadap Kepuasan, Loyalitas Pelanggan Pada Usaha Mikro Kecil Dan Menengah
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Abstract
Usaha Mikro Kecil dan Menengah (UMKM) di Kota Metro Lampung menghadapi tantangan persaingan yang ketat, sehingga strategi pemasaran yang efektif seperti pemasaran relasional menjadi kunci untuk meningkatkan kepuasan dan loyalitas pelanggan. Penelitian ini bertujuan menganalisis bagaimana pemasaran relasional mempengaruhi kepuasan dan loyalitas pelanggan pada UMKM di wilayah tersebut. Menggunakan metode kualitatif dengan pendekatan fenomenologi, data dikumpulkan melalui wawancara mendalam terhadap 15 pemilik UMKM dan 20 pelanggan mereka, serta observasi lapangan. Hasil penelitian menunjukkan bahwa pemasaran relasional, melalui interaksi personal, komunikasi rutin, dan program loyalitas, secara signifikan meningkatkan kepuasan pelanggan dengan membangun kepercayaan dan emosi positif. Hal ini pada kemitraan mendorong loyalitas jangka panjang, seperti pembelian berulang dan rekomendasi mulut ke mulut. Namun tantangan seperti keterbatasan sumber daya manusia dan teknologi menjadi hambatan implementasi. Kesimpulan penelitian ini pentingnya UMKM di Kota Metro Lampung untuk mengadopsi pemasaran relasional sebagai strategi utama guna mempertahankan pelanggan di era digital. Saran untuk penelitian selanjutnya adalah mengintegrasikan metode kuantitatif untuk validasi lebih luas.
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