Title:
THE EFFECT OF RELATIONAL MARKETING ORIENTATION AND IMAGE ON LOYALTY MEDIATED BY CUSTOMER SATISFACTION OF E-COMMERCE BUSINESS IN BANDA ACEH CITY

Authors:
Ikramullah, Muhammad Adam and Mukhlis Yunus

Abstract:
This research aims to test the Relational Marketing Orientation and Image influence on Loyalty through Consumer Satisfaction in E-Commerce Businesses. The population was all e-commerce consumers in Banda Aceh City. The sample in this study was 160 people. Data were analyzed thru the Structural Modeling (SEM) technique. The results show that in the e-Commerce of Banda Aceh city, Relational Marketing Orientation affects satisfaction, Image affects satisfaction, Relational Marketing Orientation affects loyalty, Image affects loyalty, Satisfaction affects loyalty, Relational Marketing Orientation affects loyalty thru satisfaction, and Image affects loyalty thru satisfaction. These findings also prove that satisfaction functions as a partial mediator variable for the research model. These findings conclude that the model of increasing loyalty to e-commerce in the city of Banda Aceh is a function of strengthening Relational Marketing Orientation, strengthening image, and increasing customer satisfaction.