PENGARUH MOTIVASI, RELATIONSHIP MARKETING DAN SERVICE QUALITY TERHADAP KEPUTUSAN PEMBELIAN GEN Z MUSLIM DI KAB. SINJAI DENGAN LOYALITAS KONSUMEN SEBAGAI VARAIBEL INTERVENING PADA SHOPEE

Authors

  • Maharani Dewi Universitas Islam Negeri Alauddin Makassar
  • Mustakim Muchlis UIN Alauddin Makassar
  • Muhammad Ikbal UIN Alauddin Makassar

DOI:

https://doi.org/10.31849/jieb.v21i2.22338

Keywords:

Motivation, relationship marketing, service quality, consumer loyalty, purchasing decisions

Abstract

This study aims to determine the relationship between motivation, relationship marketing and service quality on purchasing decisions of Muslim Gen Z with consumer loyalty as an intervening variable. This study is a quantitative, causal associative study. Data were obtained through direct distribution of questionnaires to 230 respondents who are Muslim Gen Z in Sinjai Regency. The analysis method used is SEM-PLS. The results of the study found that motivation and relationship marketing have a positive but not significant effect on purchasing decisions. While service quality and consumer loyalty have a positive and significant effect on purchasing decisions. On the other hand, motivation, relationship marketing and service quality have a positive and significant effect on purchasing decisions of Muslim Gen Z through consumer loyalty as an intervening variable on Shopee. This shows that companies should focus on improving service quality and building consumer loyalty, as both have a significant impact on purchasing decisions. Relationship marketing strategies and understanding consumer motivation need to be optimized to strengthen loyalty, which in turn improves purchasing decisions.

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Published

2024-09-02

Issue

Vol. 21 No. 2 (2024)

Section

Articles