Covid 19 Pandemic: Enhancing Customer Loyalty to The Existence of Traditional Market
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Jul 31, 2021
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Abstract
Observations were conducted to clarify the alleged problem, in which identified problems such as seller friendliness in transactions, personal service, and price fluctuations still unsportsmanlike, and it became triggers for customers to switch and following modern markets offered. This paper aims to examine the effect of service quality and price to enhancing customer loyalty in traditional market, through customer satisfaction. By using purposive as sampling technique and screening method to ensure our target. Our questionnaires in online form, and 82 feedbacks received. The data was analyzed by assisting PLS Software Vs 3.3. We found customer satisfaction significantly contributes to the relationship between service quality and price on customer loyalty partially mediated. This contribution strongly supports the previously insignificant effect of price on loyalty of traditional market customers
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How to Cite
Pratama, Z. P., Sari, D. K., Games, D., & Hidayat, T. (2021). Covid 19 Pandemic: Enhancing Customer Loyalty to The Existence of Traditional Market. Enrichment : Journal of Management, 12(1), 152-157. https://doi.org/10.35335/enrichment.v12i1.175
References
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[12] Games, D., Soutar, G., & Sneddon, J. (2020). Personal values and SME innovation in a Muslim ethnic group in Indonesia innovation. Journal of Entrepreneurship in Emerging Economies, 2053–4604. https://doi.org/10.1108/JEEE-01-2020-0008
[13] Ginting, M., & Saputra, A. (2015). Pengaruh Lokasi, Kualitas Produk dan Kualitas pelayanan terhadap Kepuasan Konsumen Pasar Tradisional. Jurnal Manajemen Bisnis, 23(1), 10–19.
[14] Gupta, S., Rajiah, P., Middlebrooks, E. H., Baruah, D., Carter, B. W., Burton, K. R., Chatterjee, A. R., & Miller, M. M. (2018). Systematic Review of the Literature: Best Practices. Academic Radiology, 25(11), 1481–1490. https://doi.org/10.1016/j.acra.2018.04.025
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[18] Hidayat, T., Fahmy, R., Sari, D. K., Mergeresa, F., & Fernando, Y. (2021). COVID 19 Outbreak Effect on Leadership, Job Satisfaction, And Turnover Intention: A Mediating Model of Indonesian Banking Sector. International Journal of Industrial Management, 10(1), 113–128. https://doi.org/10.1.2021.6011
[19] Islam, T., Islam, R., Hameed, A., Xiaobei, L., Rehmani, M., Irfan, M., & Shujaat, M. (2021). The impact of corporate social responsibility on customer loyalty : The mediating role of corporate reputation , customer satisfaction , and trust. Sustainable Production and Consumption, 25, 123–135. https://doi.org/10.1016/j.spc.2020.07.019
[20] Ji, C., & Prentice, C. (2021). Linking transaction-specific satisfaction and customer loyalty – The case of casino resorts. Journal of Retailing and Consumer Services, 58(June 2020), 102319. https://doi.org/10.1016/j.jretconser.2020.102319
[21] Kemala, S. (2015). Pengaruh Harga, Pelayanan Kualitas Produk, Lingkungan Fisik dan Lokasi Pasar Tradisional terhadap Loyalitas Konsumen pada Pasar Bawah Bukittinggi. Jurnal Ekonomi STIE Haji Agus Salim Bukittinggi, Vol 18, No(2), 278–286. http://ojs.stiehas.ac.id
[22] Khamis, F. M., & Rashid, R. (2018). Service quality and customer’s satisfaction in Tanzania’s Islamic banks: A case study at People’s Bank of Zanzibar (PBZ). Journal of Islamic Marketing, 9(4), 884–900. https://doi.org/10.1108/JIMA-09-2016-0068
[23] Lee, S. (2017). A study on traditional market decline and revitalization in Korea: Improving the Iksan Jungang traditional market. Journal of Asian Architecture and Building Engineering, 16(3), 455–462. https://doi.org/10.3130/jaabe.16.455
[24] Li, F., Lu, H., Hou, M., Cui, K., & Darbandi, M. (2021). Customer satisfaction with bank services: The role of cloud services, security, e-learning and service quality. Technology in Society, 64(October 2020), 101487. https://doi.org/10.1016/j.techsoc.2020.101487
[25] Marsono, S. (2016). Pengaruh Bauran Pemasaran Terhadap Loyalitas Konsumen Pada Pasar Tradisional Di Kota Surakarta. Jurnal Ekonomi, Bisnis & Perbankan, 4(1), 63–75.
[26] Matsui, Y., Trang, D. T. T., & Thanh, N. P. (2015). Estimation of Waste Generation and Recycling Potential from Traditional Market: A Case Study in Hue City, Vietnam. Journal of Environmental Protection, 06(04), 308–320. https://doi.org/10.4236/jep.2015.64031
[27] Mustapa, A., Pharamita, P. D., & Haisolan, L. B. (2018). Pengaruh kualitas produk, harga produk, dan keragaman produk sparepart toyota terhadap minat beli konsumen dengan kepuasan pelanggan sebagai variabel intervening (Studi pelanggan pt. new ratna motor semarang). Journal Of Management, 4(4), 1–14. https://jurnal.unpand.ac.id/index.php/MS/article/view/1037
[28] Najib, M. F., & Sosianika, A. (2018). Retail service quality scale in the context of Indonesian traditional market. International Journal of Business and Globalisation, 21(1), 19–31. https://doi.org/10.1504/IJBG.2018.094093
[29] Najja, T., Jan, K. P., Den, P. H. J. Van, & Walle, B. a Van De. (2014). Building Customer Loyalty among SMEs in Uganda: The Role of Customer Satisfaction, Trust, and Commitment. Maastricht School of Management, 2(1), 22–35.
[30] OECD. (2020). Covid-19: SME Policy Responses. Oecd 2020, March, 1–55. https://oecd.dam-broadcast.com/pm_7379_119_119680-di6h3qgi4x.pdf
[31] Othman, B. A., & Harun, A. (2020). 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. https://doi.org/10.1108/JIMA-09-2019-0198
[32] Pramudyo, A. (2014). Menjaga eksistensi pasar tradisional di yogyakarta. Jbma, 2(1), 78–93.
[33] Price, R. A., Wrigley, C., & Straker, K. (2015). Not just what they want, but why they want it: Traditional market research to deep customer insights. Qualitative Market Research, 18(2), 230–248. https://doi.org/10.1108/QMR-03-2014-0024
[34] Reza, S., Mubarik, M. S., Naghavi, N., & Rub Nawaz, R. (2020). Relationship marketing and third-party logistics: evidence from hotel industry. Journal of Hospitality and Tourism Insights, 3(3), 371–393. https://doi.org/10.1108/jhti-07-2019-0095
[35] Rina Wulandari, Rahayu Triastity, L. (2016). Analisis Pengaruh Citra Pasar Tradisional Terhadap Loyalitas Konsumen Dengan Kepuasan Koonsumen Sebagai Variabel Mediasi (Survey Pada Konsumen Pasar Gede Solo). Jurnal Ekonomi Dan Kewirausahaan Vol. 16 Edisi Khusus April 2016: 159 – 169, 4(2), 159–169.
[36] Rohaeni & Marwa, N. (2018). Kualitas Pelayanan terhadap Kepuasan Pelanggan. Ekonomi, 20(2), 241–258. http://ejournal.borobudur.ac.id/index.php/1/article/view/448/444
[37] Sari, D. K., Mizerski, D., & Liu, F. (2017). Boycotting foreign products: a study of Indonesian Muslim consumers. Journal of Islamic Marketing, 8(1).
[38] Sari, N. N., Utami, S., & Bambang, R. N. (2019). Pengaruh Kualitas Pelayanan Dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Pada Pasar Tradisional Ngronggo Kota Kediri. JIMEK : Jurnal Ilmiah Mahasiswa Ekonomi, 2(1), 20. https://doi.org/10.30737/jimek.v2i1.413
[39] Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill-Building Approach, 6th Edition.
[40] Septiari, E. D., & Kusuma, G. H. (2016). Understanding the Perception of Millennial Generation toward Traditional Market (A Study in Yogyakarta). Review of Integrative Business and Economics Research, 5(1), 30–43.
[41] Shen, C., & Yahya, Y. (2021). The impact of service quality and price on passengers’ loyalty towards low-cost airlines: The Southeast Asia’s perspective. Journal of Air Transport Management, 91(October 2020), 101966. https://doi.org/10.1016/j.jairtraman.2020.101966
[42] Srivastav, G., & Mittal, A. (2016). Impact of internet banking on customer satisfaction in private and public sector banks. In Indian Journal of Marketing (Vol. 46, Issue 2). https://doi.org/10.17010/ijom/2016/v46/i2/87252
[43] Sugiyono. (2010). Metode penelitian kuantitatif, kualitatif, dan R & D. In Metode penelitian kuantitatif, kualitatif, dan R & D. Alfabeta.
[44] Suryanto, S., Hermanto, B., & Dai, R. M. (2019). Traditional Market Issues. 225(Icobest), 533–537. https://doi.org/10.2991/icobest-18.2018.107
[45] Tabrani, M., Amin, M., & Nizam, A. (2018). Trust, commitment, customer intimacy and customer loyalty in Islamic banking relationships. International Journal of Bank Marketing, 36(5), 823–848. https://doi.org/10.1108/IJBM-03-2017-0054
[46] Tumbel, A. L., & Rate, P. Van. (2015). Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian di Pasar Tradisional; Pasar Tradisional Manado. Jurnal LPPM Bidang EkoSosBudKum, 2(2), 60–72. www.media.neliti.com/media/publications/108722-ID-Pengaruh-Bauran-Pemasaran-Terhadap-Keput.pdf
[47] Usman, M., Shafiq, M., Savino, M., Rashid, Z., Yehya, M. I., Naqvi, A. A., Iqbal, S., & Menanno, M. (2019). Investigating the Role of QMS implementation on customers’ satisfaction: A case study of SMEs. IFAC-PapersOnLine, 52(13), 2032–2037. https://doi.org/10.1016/j.ifacol.2019.11.504
[48] Witell, L., Kristensson, P., Gustafsson, A., & Löfgren, M. (2011). Idea generation: Customer co-creation versus traditional market research techniques. Journal of Service Management, 22(2), 140–159. https://doi.org/10.1108/09564231111124190
[49] Yun, W., & Hanson, N. (2020). Weathering consumer pricing sensitivity: The importance of customer contact and personalized services in the financial services industry. Journal of Retailing and Consumer Services, 55(October 2019), 102085. https://doi.org/10.1016/j.jretconser.2020.102085
[50] Yuniarti, D. S. R. (2018). Pengaruh Kualitas Produk dan Kualitas Layanan Terhdap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Pada Pasar Tradisional Kembang Surabaya. Journal EMBA, 2(1), 16–32.
[2] Arianty, N. (2013). Analisis Perbedaan Pasar Modern Dan Pasar Tradisional Ditinjau Dari Strategi Tata Letak (Lay Out) Dan Kualitas Pelayanan Untuk Meningkatkan Posisi Tawar Pasar Tradisional. Jurnal Manajemen & Bisnis, 13(01), 12.
[3] Bentley, F. R., Daskalova, N., & White, B. (2017). Comparing the reliability of Amazon Mechanical Turk and Survey Monkey to traditional market research surveys. Conference on Human Factors in Computing Systems - Proceedings, Part F1276, 1092–1099. https://doi.org/10.1145/3027063.3053335
[4] Dash, G., Kiefer, K., & Paul, J. (2021). Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention. Journal of Business Research, 122(October 2020), 608–620. https://doi.org/10.1016/j.jbusres.2020.10.016
[5] Dunn, W. R., Lyman, S., & Marx, R. (2003). Research methodology. Arthroscopy - Journal of Arthroscopic and Related Surgery, 19(8), 870–873. https://doi.org/10.1016/S0749-8063(03)00705-9
[6] El-Adly, M. I. (2019). Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty. Journal of Retailing and Consumer Services, 50(xxxx), 322–332. https://doi.org/10.1016/j.jretconser.2018.07.007
[7] Famiyeh, S., Kwarteng, A., & Darko, D. A. (2018). Service quality, customer satisfaction and loyalty in automobile maintenance services: evidence from a developing country. Journal of Quality in Maintenance Engineeering, 18(3), 344–362.
[8] Feranita, N. V., Nugraha, A., & Sukoco, S. A. (2019). The Role of Government Support For Innovation and Performance of SMEs. Jurnal Politico, 19(2), 124–136.
[9] Fourie, L. (2015). Customer satisfaction: A key to survival for SMEs? Problems and Perspectives in Management, 13(3), 181–188.
[10] French, K. A., Allen, T. D., Miller, M. H., Kim, E. S., & Centeno, G. (2020). Faculty time allocation in relation to work-family balance, job satisfaction, commitment, and turnover intentions. Journal of Vocational Behavior, 120(May), 103443. https://doi.org/10.1016/j.jvb.2020.103443
[11] Fure, H. (2013). Lokasi, Keberagaman Produk, Harga, dan Kualitas Pelayanan; Pengaruhnya Terhadap Minat Beli Pada Pasar Tradisional Bersehati Calaca. Journal EMBA, 1(3), 273–283. https://doi.org/10.1200/JCO.2014.56.8501
[12] Games, D., Soutar, G., & Sneddon, J. (2020). Personal values and SME innovation in a Muslim ethnic group in Indonesia innovation. Journal of Entrepreneurship in Emerging Economies, 2053–4604. https://doi.org/10.1108/JEEE-01-2020-0008
[13] Ginting, M., & Saputra, A. (2015). Pengaruh Lokasi, Kualitas Produk dan Kualitas pelayanan terhadap Kepuasan Konsumen Pasar Tradisional. Jurnal Manajemen Bisnis, 23(1), 10–19.
[14] Gupta, S., Rajiah, P., Middlebrooks, E. H., Baruah, D., Carter, B. W., Burton, K. R., Chatterjee, A. R., & Miller, M. M. (2018). Systematic Review of the Literature: Best Practices. Academic Radiology, 25(11), 1481–1490. https://doi.org/10.1016/j.acra.2018.04.025
[15] Hair, Joe F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121. https://doi.org/10.1108/EBR-10-2013-0128
[16] Hair, Joseph F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (Seventh). Pearson Prentice Hall.
[17] Haratikka, H., & Sari, A. B. P. (2020). Code Switching in Traditional Market. 12(2), 120–128.
[18] Hidayat, T., Fahmy, R., Sari, D. K., Mergeresa, F., & Fernando, Y. (2021). COVID 19 Outbreak Effect on Leadership, Job Satisfaction, And Turnover Intention: A Mediating Model of Indonesian Banking Sector. International Journal of Industrial Management, 10(1), 113–128. https://doi.org/10.1.2021.6011
[19] Islam, T., Islam, R., Hameed, A., Xiaobei, L., Rehmani, M., Irfan, M., & Shujaat, M. (2021). The impact of corporate social responsibility on customer loyalty : The mediating role of corporate reputation , customer satisfaction , and trust. Sustainable Production and Consumption, 25, 123–135. https://doi.org/10.1016/j.spc.2020.07.019
[20] Ji, C., & Prentice, C. (2021). Linking transaction-specific satisfaction and customer loyalty – The case of casino resorts. Journal of Retailing and Consumer Services, 58(June 2020), 102319. https://doi.org/10.1016/j.jretconser.2020.102319
[21] Kemala, S. (2015). Pengaruh Harga, Pelayanan Kualitas Produk, Lingkungan Fisik dan Lokasi Pasar Tradisional terhadap Loyalitas Konsumen pada Pasar Bawah Bukittinggi. Jurnal Ekonomi STIE Haji Agus Salim Bukittinggi, Vol 18, No(2), 278–286. http://ojs.stiehas.ac.id
[22] Khamis, F. M., & Rashid, R. (2018). Service quality and customer’s satisfaction in Tanzania’s Islamic banks: A case study at People’s Bank of Zanzibar (PBZ). Journal of Islamic Marketing, 9(4), 884–900. https://doi.org/10.1108/JIMA-09-2016-0068
[23] Lee, S. (2017). A study on traditional market decline and revitalization in Korea: Improving the Iksan Jungang traditional market. Journal of Asian Architecture and Building Engineering, 16(3), 455–462. https://doi.org/10.3130/jaabe.16.455
[24] Li, F., Lu, H., Hou, M., Cui, K., & Darbandi, M. (2021). Customer satisfaction with bank services: The role of cloud services, security, e-learning and service quality. Technology in Society, 64(October 2020), 101487. https://doi.org/10.1016/j.techsoc.2020.101487
[25] Marsono, S. (2016). Pengaruh Bauran Pemasaran Terhadap Loyalitas Konsumen Pada Pasar Tradisional Di Kota Surakarta. Jurnal Ekonomi, Bisnis & Perbankan, 4(1), 63–75.
[26] Matsui, Y., Trang, D. T. T., & Thanh, N. P. (2015). Estimation of Waste Generation and Recycling Potential from Traditional Market: A Case Study in Hue City, Vietnam. Journal of Environmental Protection, 06(04), 308–320. https://doi.org/10.4236/jep.2015.64031
[27] Mustapa, A., Pharamita, P. D., & Haisolan, L. B. (2018). Pengaruh kualitas produk, harga produk, dan keragaman produk sparepart toyota terhadap minat beli konsumen dengan kepuasan pelanggan sebagai variabel intervening (Studi pelanggan pt. new ratna motor semarang). Journal Of Management, 4(4), 1–14. https://jurnal.unpand.ac.id/index.php/MS/article/view/1037
[28] Najib, M. F., & Sosianika, A. (2018). Retail service quality scale in the context of Indonesian traditional market. International Journal of Business and Globalisation, 21(1), 19–31. https://doi.org/10.1504/IJBG.2018.094093
[29] Najja, T., Jan, K. P., Den, P. H. J. Van, & Walle, B. a Van De. (2014). Building Customer Loyalty among SMEs in Uganda: The Role of Customer Satisfaction, Trust, and Commitment. Maastricht School of Management, 2(1), 22–35.
[30] OECD. (2020). Covid-19: SME Policy Responses. Oecd 2020, March, 1–55. https://oecd.dam-broadcast.com/pm_7379_119_119680-di6h3qgi4x.pdf
[31] Othman, B. A., & Harun, A. (2020). 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. https://doi.org/10.1108/JIMA-09-2019-0198
[32] Pramudyo, A. (2014). Menjaga eksistensi pasar tradisional di yogyakarta. Jbma, 2(1), 78–93.
[33] Price, R. A., Wrigley, C., & Straker, K. (2015). Not just what they want, but why they want it: Traditional market research to deep customer insights. Qualitative Market Research, 18(2), 230–248. https://doi.org/10.1108/QMR-03-2014-0024
[34] Reza, S., Mubarik, M. S., Naghavi, N., & Rub Nawaz, R. (2020). Relationship marketing and third-party logistics: evidence from hotel industry. Journal of Hospitality and Tourism Insights, 3(3), 371–393. https://doi.org/10.1108/jhti-07-2019-0095
[35] Rina Wulandari, Rahayu Triastity, L. (2016). Analisis Pengaruh Citra Pasar Tradisional Terhadap Loyalitas Konsumen Dengan Kepuasan Koonsumen Sebagai Variabel Mediasi (Survey Pada Konsumen Pasar Gede Solo). Jurnal Ekonomi Dan Kewirausahaan Vol. 16 Edisi Khusus April 2016: 159 – 169, 4(2), 159–169.
[36] Rohaeni & Marwa, N. (2018). Kualitas Pelayanan terhadap Kepuasan Pelanggan. Ekonomi, 20(2), 241–258. http://ejournal.borobudur.ac.id/index.php/1/article/view/448/444
[37] Sari, D. K., Mizerski, D., & Liu, F. (2017). Boycotting foreign products: a study of Indonesian Muslim consumers. Journal of Islamic Marketing, 8(1).
[38] Sari, N. N., Utami, S., & Bambang, R. N. (2019). Pengaruh Kualitas Pelayanan Dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Pada Pasar Tradisional Ngronggo Kota Kediri. JIMEK : Jurnal Ilmiah Mahasiswa Ekonomi, 2(1), 20. https://doi.org/10.30737/jimek.v2i1.413
[39] Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill-Building Approach, 6th Edition.
[40] Septiari, E. D., & Kusuma, G. H. (2016). Understanding the Perception of Millennial Generation toward Traditional Market (A Study in Yogyakarta). Review of Integrative Business and Economics Research, 5(1), 30–43.
[41] Shen, C., & Yahya, Y. (2021). The impact of service quality and price on passengers’ loyalty towards low-cost airlines: The Southeast Asia’s perspective. Journal of Air Transport Management, 91(October 2020), 101966. https://doi.org/10.1016/j.jairtraman.2020.101966
[42] Srivastav, G., & Mittal, A. (2016). Impact of internet banking on customer satisfaction in private and public sector banks. In Indian Journal of Marketing (Vol. 46, Issue 2). https://doi.org/10.17010/ijom/2016/v46/i2/87252
[43] Sugiyono. (2010). Metode penelitian kuantitatif, kualitatif, dan R & D. In Metode penelitian kuantitatif, kualitatif, dan R & D. Alfabeta.
[44] Suryanto, S., Hermanto, B., & Dai, R. M. (2019). Traditional Market Issues. 225(Icobest), 533–537. https://doi.org/10.2991/icobest-18.2018.107
[45] Tabrani, M., Amin, M., & Nizam, A. (2018). Trust, commitment, customer intimacy and customer loyalty in Islamic banking relationships. International Journal of Bank Marketing, 36(5), 823–848. https://doi.org/10.1108/IJBM-03-2017-0054
[46] Tumbel, A. L., & Rate, P. Van. (2015). Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian di Pasar Tradisional; Pasar Tradisional Manado. Jurnal LPPM Bidang EkoSosBudKum, 2(2), 60–72. www.media.neliti.com/media/publications/108722-ID-Pengaruh-Bauran-Pemasaran-Terhadap-Keput.pdf
[47] Usman, M., Shafiq, M., Savino, M., Rashid, Z., Yehya, M. I., Naqvi, A. A., Iqbal, S., & Menanno, M. (2019). Investigating the Role of QMS implementation on customers’ satisfaction: A case study of SMEs. IFAC-PapersOnLine, 52(13), 2032–2037. https://doi.org/10.1016/j.ifacol.2019.11.504
[48] Witell, L., Kristensson, P., Gustafsson, A., & Löfgren, M. (2011). Idea generation: Customer co-creation versus traditional market research techniques. Journal of Service Management, 22(2), 140–159. https://doi.org/10.1108/09564231111124190
[49] Yun, W., & Hanson, N. (2020). Weathering consumer pricing sensitivity: The importance of customer contact and personalized services in the financial services industry. Journal of Retailing and Consumer Services, 55(October 2019), 102085. https://doi.org/10.1016/j.jretconser.2020.102085
[50] Yuniarti, D. S. R. (2018). Pengaruh Kualitas Produk dan Kualitas Layanan Terhdap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Pada Pasar Tradisional Kembang Surabaya. Journal EMBA, 2(1), 16–32.