PENGARUH ISLAMIC MARKETING MIX TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI PADA PELANGGAN MILENIAL SHOPEE

Mohamad Mondir

doi:10.35316/lisanalhal.v18i1.17-38

Mohamad Mondir Ekonomi Syariah, Sekolah Tinggi Agama Islam (STAI) Al-Utsmani Bondowoso, Jawa Timur 68121, Indonesia

10.35316/lisanalhal.v18i1.17-38

Keywords: Customer Loyalty, Customer satisfaction, E-commerce, Islamic marketing mix, Shopee

Abstract

This study aims to analyze and identify the impact of the Islamic marketing mix on customer loyalty, with customer satisfaction as a mediating variable. This research is a quantitative study with 159 samples of Shoppe millennial Muslim customers. This research uses random sampling and convenience sampling. The findings in this research show that the promotion of products, people, and places significantly affect customer satisfaction. Besides that, process, price, and physical evidence do not considerably affect customer satisfaction. Physical evidence, product, and promotion significantly affect customer loyalty, and variable people, price, place, process, and customer satisfaction do not substantially affect customer loyalty. Thus, it means promotion, physical evidence, price, process, people, product, and place can not be mediated by customer satisfaction on Shopee customer loyalty. This study has practical implications for people with online businesses who want to choose the right marketing strategy for creating customer satisfaction and loyalty in the Millennial era. This study could also be a reference for future researchers who will do Islamic marketing mix research by using the other variables and reset subjects.

Downloads

Download data is not yet available.

References

Abbas, Aamir, Qasim Ali Nisar, Mahmood A.Husain Mahmood, Abderrahim Chenini, and Ahsan Zubair, ‘The Role of Islamic Marketing Ethics towards Customer Satisfaction’, Journal of Islamic Marketing, 11.4 (2020), 1001–18 <https://doi.org/10.1108/JIMA-11-2017-0123>

Abuznaid, Samir Ahmad, ‘Islamic Marketing and Muslim Consumers’ Behavior’, Asian Journal of Social Science Studies, 5.1 (2020), 10 <https://doi.org/10.20849/ajsss.v5i1.710>

Aditya, Nalendra Aloysius Rangga, ‘Pengaruh Kualitas Pelayanan Harga Kepuasan Pelanggan Terhadap Loyalitas Pelanggan (Studi Kasus Pelanggan IM3 Madiun)’, Jurnalilmu Pengetahuan Dan Teknologi Komputer, 3.2 (2018), 281–88

Alnaser, Feras M I, ‘The Influence of Services Marketing Mix (7 Ps.) and Subjective Norms on Customer’s Satisfaction in Islamic Banks of Palestine ’, European Journal of Business and Management , 9.27 (2017), 20–25 <http://iiste.org/Journals/index.php/EJBM/article/view/38819/39920>

Asnawi, Nur & Muhammad Asnan Fanani, Pemasaran Syariah : Teori, Filosofi & Isu-isu Kontemporer. Depok : PT RajaGrafindo Persada, 2017.

Al Tamer, Majed, ‘BAU Journal-Creative Sustainable Development BAU Journal-Creative Sustainable Development Volume 2 Issue 2 The Advantages and Limitations of E-Commerce to Both The Advantages and Limitations of E-Commerce to Both Customers & Businesses Customers & Businesses’, BAU Journal-Creative Sustainable Development, 2.2 (2021) <https://doi.org/10.54729/2789-8334.1043>

Cindy Mutia Annur, 'Ini Situs E-Commerce dengan Pengunjung Terbanyak per Agustus 2022', di akses pada tanggal 30 Desember 2022 <https://databoks.katadata.co.id/datapublish/2022/09/20/ini-situs-e-commerce-dengan-pengunjung-terbanyak-per-agustus-2022>

Daryanto, Manajemen Pemasaran. Bandung: PT Sarana Tutorial Nuriani Sejahtera, 2001.

Djunaidi, Firman Gazali, Analisis Faktor – Faktor yang mempengaruhi Kepuasan Konsumen dalam Menggunakan Minyak Kayu Putih pada Ketel Walbarua di Desa Ubung. Pasuruan : PT Qiara Media, 2020.

Diana, Rosida Mei, ‘Pengaruh Strategi Promosi dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan (Studi Kasus Pada Pengguna Shopee Di Kota Malang)’, 2021

‘Electronic Commerce 2018: A Managerial and Social Networks Perspective - Efraim Turban, Jon Outland, David King, Jae Kyu Lee, Ting-Peng Liang, Deborrah C. Turban - Google Buku’ <https://books.google.co.id/books?id=D9Q5DwAAQBAJ&newbks=1&newbks_redir=0&printsec=frontcover&dq=Efraim+Turban&hl=id&redir_esc=y#v=onepage&q=Efraim Turban&f=false> [accessed 8 November 2023]

Fakhrullah, Muhammad, and Haziq Waharudin, ‘The Effect of Islamic Marketing Ethics toward Customer Satisfaction, Trust and Loyalty to Islamic Banks’, International Journal of Innovation and Business Strategy (IJIBS), 11.1 (2019), 36–50

Hasan, Md. Moynul, and Mohammad Fakhrul Islam, ‘The Effect of Marketing Mix (7Ps’) on Tuorists’ Satisfaction: Study On Cumilla’, The Cost And Management, 48.02 (2020), 30–40

Khairawati, Salihah, ‘Effect of Customer Loyalty Program on Customer Satisfaction and Its Impact on Customer Loyalty’, International Journal of Research in Business and Social Science (2147- 4478), 9.1 (2019), 15–23 <https://doi.org/10.20525/ijrbs.v9i1.603>

Kotler, Philip dan Kevin Keller. Manajemen Pemasaran Manajemen Pemasaran Jilid I Terj Bon sabran. Jakarta : Erlangga, 2008.

Kotler, Philip dan Amstrong, Gary, Prinsip-Prinsip Pemasaran, edisi K-12, Terj Bob Sabran. Jakarta : Penerbit Erlangga, 2008.

Larasati, Diani Ajeng (Universitas Negeri Surabaya), ‘View of Pengaruh Marketing Mix-7P Terhadap Kepuasan Nasabah BRI Syariah Kantor Cabang Malang’, Jurnal Ekonomi Islam, 2019, pp. 42–53 <https://journal.unesa.ac.id/index.php/jei/article/view/26497/10145> [accessed 9 November 2023]

Mathew, Viju, ‘Does Islamic Marketing Mix Affect Consumer Satisfaction? An Analysis of Consumer Perception in the Service Industry’, International Journal of Service Science, Management, Engineering, and Technology, 13.1 (2022), 1–13 <https://doi.org/10.4018/IJSSMET.297491>

Mauliandini, A, A R Munir, and ..., ‘The Effect of Marketing Mix and Retail Mix on Consumer Loyalty of Gelael Supermarket in Makassar City’, SEIKO: Journal of …, 2.2 (2019), 274–81 <https://journal.stieamkop.ac.id/index.php/seiko/article/view/793>

Oktaviani, Chairunnisa, Ina Sintia, Maya Panorama, and Siti Salsabila, ‘Reslaj : Religion Education Social Laa Roiba Journal Pengaruh Islamic Marketing Mix , Service Quality Dan Customer Value Terhadap Kepuasan Nasabah Bank Syariah Indonesia Reslaj : Religion Education Social Laa Roiba Journal’, Religion Education Social Laa Raiba Journal, 5 (2023), 691–708 <https://doi.org/10.47476/reslaj.v5i3.1724>

Othman, Bestoon Abdulmaged, Amran Harun, Nuno Marques De Almeida, and Zana Majed Sadq, ‘The Effects on Customer Satisfaction and Customer Loyalty by Integrating Marketing Communication and after Sale Service into the Traditional Marketing Mix Model of Umrah Travel Services in Malaysia’, Journal of Islamic Marketing, 12.2 (2021), 363–88 <https://doi.org/10.1108/JIMA-09-2019-0198>

Othman, Bestoon Abdulmaged, Amran Harun, Wirya Najm Rashid, Safdar Nazeer, Abdul Wahid Mohd Kassim, and Kadhim Ghaffar Kadhim, ‘The Influences of Service Marketing Mix on Customer Loyalty towards Umrah Travel Agents: Evidence from Malaysia’, Management Science Letters, 9.6 (2019), 865–76 <https://doi.org/10.5267/j.msl.2019.3.002>

Prakkasi, Idris. Pemasaran Syari’ah Era Digital. Bogor : Lindan Besatari, 2020.

Pusat Pengkajian dan Pengembangan Ekonomi Islam (P3EI) Universitas Islam Indosnesia Yogyakarta atas kerja sama dengan Bank Indonesia, Ekonomi Islam. Jakarta : Rajawali Pers, 2014.

Radiman, Radiman, Sri Wahyuni, Jufrizen Jufrizen, Muslih Muslih, Dedek Gultom, and Salman Farisi, ‘Effect Of Marketing Mix, Service Quality, And University Image On Student Loyalty’, 2020 <https://doi.org/10.4108/eai.8-10-2018.2288715>

Reza Pahlevi, 'Nilai Transaksi E-Commerce Indonesia Diperkirakan Capai US$137,5 Miliar pada 2025', di akses pada Kamis, 1 September 2022 <https://databoks.katadata.co.id/datapublish/2022/03/18/nilai-transaksi-e-commerce-indonesia-diperkirakan-capai-us1375-miliar-pada-2025>

Samir, Abuznaid, ‘An - Najah Univ. J. Res. (Humanities). Vol. 26(6), 2012’, Humanities, 26.6 (2012), 1473–1503

Sari, D A P, ‘Pengaruh Bauran Pemasaran Dan Kualitas Layanan Terhadap Loyalitas Pelanggan Yang Dimediasi Variabel Kepuasan (Studi Pada Pelanggan Indihome PT. Telekomunikasi Indonesia Regional Bogor)’, Tesis, Universitas Muhammadiyah Malang, 2018, 1–138

Shafin, Nazree, and Rozilah Kasim, ‘Incorporating Islamic Ethic Elements into Marketing Mix Paradigm’, Financial Risk and Management Reviews, 4.1 (2018), 24–33 <https://doi.org/10.18488/journal.89.2018.41.24.33>

Sobari, Nurdin, Hardius Usman, and M. Zainul Wathani, ‘The Influence of Sharia Compliance and Marketing Mix on Satisfaction and Intention of Muslim Tourist to Revisit Sharia Hotel’, 36.Icbmr (2017), 645–56 <https://doi.org/10.2991/icbmr-17.2017.58>

Sohrabi, Abulfazl, Sadaf Khanbolooki, and Toktam Ghazavi, ‘Investigating the Relationship between Marketing Mix of Parsian Banking Services and Customer Loyalty According to the Mediating Role of Customer Satisfaction’, Bulletin de La Société Royale Des Sciences de Liège, 86 (2017), 421–33 <https://doi.org/10.25518/0037-9565.6795>

Sumadi, Sumadi, Muhammad Tho’in, Tino Feri Efendi, and Diyah Permatasari, ‘Pengaruh Strategi Pemasaran Syariah, Kepuasan Konsumen, Dan Kepercayaan Konsumen Terhadap Loyalitas Konsumen (Studi Kasus Pada Naughti Hijab Store)’, Jurnal Ilmiah Ekonomi Islam, 7.2 (2021), 1117–27 <https://doi.org/10.29040/jiei.v7i2.2562>

Tjiptono, Fandy, StrategiPemasaran. Yogyakarta: CV. Andi, 2008.

W, R Willya Achmad, Marcelino Vincentius Poluakan, Didin Dikayuana, Herry Wibowo, and Santoso Tri Raharjo, ‘Potret Generasi Milenial Pada Era Revolusi Industri 4.0’, Focus : Jurnal Pekerjaan Sosial, 2.2 (2020), 187 <https://doi.org/10.24198/focus.v2i2.26241>

Wilson, Jonathan, ‘Looking at Islamic Marketing, Branding and Muslim Consumer Behaviour beyond the 7P’s: The Call for Supportive Course Content and More P’s Please’, Journal of Islamic Marketing, 3.3 (2012), 212–16 <https://doi.org/10.1108/17590831211259718>

Wilson, Jonathan A.j., ‘The New Wave of Transformational Islamic Marketing: Reflections and Definitions’, Journal of Islamic Marketing, 3.1 (2012), 5–11 <https://doi.org/10.1108/17590831211225436>

Y. Rakhmat Akbar, Iryadi Akbar dan Putri Nuraini, ‘Analisis Dimensi Service Marketing Mix Sebagai Pengukur Kepuasan Nasabah Bank Syariah Di Pekanbaru’, Jurnal Tabarru’: Islamic Banking and Finance, pp. 1–15 <https://journal.uir.ac.id/index.php/tabarru/article/view/4395/2170> [accessed 9 November 2023]

Zainal, Veitzhal Rivai dkk, Islamic Marketing Management. Jakarta : PT BUMI Aksara, 2018.