Electronic Theses and Dissertation

Pengaruh marketing mix terhadap kepuasan konsumen dan customer relationship management serta implikasinya pada repurchase intention apotek kimia farma banda aceh * m. rayyan rivalda, jasman j. ma’ruf, muslim magister manajemen, universitas syiah kuala, indonesia *corresponding author: rivaldarayyan1@gmail.com abstrak penelitian ini dilakukan untuk menguji hubungan yang terbentuk antara marketing mix terhadap repurchase intention dengan menempatkan kepuasan konsumen dan customer relationship management sebagai pemediasi. penelitian ini dilakukan di apotek kimia farma dengan subjeknya yaitu para konsumen di kota banda aceh yang berjumlah 120 responden dengan teknik purposive sampling dan dianalisis dengan sem amos. adapun hasil dari penelitian ini membuktikan bahwa marketing mix dan customer relationship management sudah berjalan dengan baik serta kepuasan konsumen dan repurchase intention berada pada posisi yang tinggi. kemudian, marketing mix yang dijalankan oleh apotek kimia farma area banda aceh terbukti meningkatkan kepuasan konsumen, manajemen hubungan pelanggan, dan minat pembelian kembali. begitu juga pengaruh kepuasan dan crm turut meningkatkan repurchase intention dan memediasi secara parsial hubungan antara bauran pemasaran terhadap minat pembelian kembali para konsumen. kata kunci: marketing mix, kepuasan konsumen, customer relationship management, repurchase intention

THE INFLUENCE OF MARKETING MIX ON CONSUMER SATISFACTION AND CUSTOMER RELATIONSHIP MANAGEMENT AND ITS IMPLICATIONS ON REPURCHASE INTENTION KIMIA FARMA PHARMACY BANDA ACEH * M. Rayyan Rivalda, Jasman J. Ma'ruf, Muslim Master of Management, Syiah Kuala University, Indonesia *Corresponding Author: rivaldarayyan1@gmail.com Abstract This research was conducted to examine the relationship formed between marketing mix and repurchase intention by placing consumer satisfaction and customer relationship management as mediators. This research was conducted at Kimia Farma Pharmacy with the subjects being consumers in Banda Aceh City, totaling 120 respondents using a purposive sampling technique and analyzed using AMOS SEM. The results of this research prove that the marketing mix and customer relationship management are running well and consumer satisfaction and repurchase intention are at a high position. Then, the marketing mix run by Kimia Farma Pharmacy in the Banda Aceh area was proven to increase consumer satisfaction, customer relationship management and repurchase interest. Likewise, the influence of satisfaction and CRM also increases repurchase intention and partially mediates the relationship between the marketing mix and consumers' repurchase intention. Keywords: Marketing Mix, Customer Satisfaction, Customer Relationship Management, Repurchase Intention