Product Information Quality

Oct 13, 2025 by talynt.org 40 views

Analysis of Factors Affecting Relational Marketing Benefits of Decisions on Purchasing Goods and Services Online to Big Employees of PT. Inalum Kuala Tanjung

Introduction

The rapid development of information technology has revolutionized the way businesses operate and interact with their customers. One of the most significant impacts of this technological advancement is the rise of e-commerce, which has enabled companies to reach a wider audience and promote their products and services online. The presence of online stores has made it easier for consumers to purchase goods and services without having to physically visit a store. This is particularly beneficial for employees of large companies located in remote areas with limited shopping facilities, such as PT. Inalum Kuala Tanjung. This study aims to analyze the factors that affect the benefits of relational marketing online and its impact on the online purchasing decisions of PT. Inalum Kuala Tanjung employees.

Background

Relational marketing is a marketing strategy that focuses on building and maintaining long-term relationships with customers. In the context of online purchasing, relational marketing benefits refer to the advantages that customers experience when using online platforms, such as ease of access, diverse product choices, and competitive prices. The benefits of relational marketing online are influenced by various factors, including site awareness, product information quality, service information quality, and security perception. This study aims to investigate the effect of these factors on the benefits of relational marketing online and its impact on online purchasing decisions.

Methodology

This study uses a descriptive explanatory design and data collection methods through interviews, questionnaires, and documentation studies. The data were analyzed using multiple linear regression analysis and simple linear regression. The study focuses on employees of PT. Inalum Kuala Tanjung, who are the target audience for online purchasing.

Factors Affecting Relational Marketing Benefits

The study identifies four factors that affect the benefits of relational marketing online:

Site Awareness: This refers to the level of awareness that employees of PT. Inalum have about the existence of online store sites that offer the products and services they need.
Product Information Quality: This refers to the level of clarity and accuracy of product information available on online sites, such as descriptions, specifications, and product images.
Service Information Quality: This refers to the level of clarity and accuracy of information related to services offered by online sites, such as the process of ordering, shipping, and returning products.
Security Perception: This refers to the level of trust that employees of PT. Inalum have in the security of online platforms.

Results

The results of this study show that:

Site awareness, product information quality, service information quality, and security perception jointly have a positive and significant effect on the benefits of relational marketing online. Site awareness variables are the most dominant factors in influencing the benefits of relational marketing online.
Benefits of online marketing online effects positive and significantly on online purchasing decisions. This means that the greater the benefits felt by employees from online sites, the more likely they are to make purchases through online platforms.

Implications

The results of this study have important implications for companies such as PT. Inalum, who want to improve their online marketing strategy. Increasing site awareness, improving the quality of product information and services, and building trust in the security of online platforms can increase the benefits of relational marketing and encourage consumers to make online purchases. In addition, companies also need to focus on developing effective loyalty and customer service programs to strengthen long-term relationships with their online customers.

Conclusion

This study provides insights into the factors that affect the benefits of relational marketing online and its impact on online purchasing decisions. The results show that site awareness, product information quality, service information quality, and security perception jointly have a positive and significant effect on the benefits of relational marketing online. The study also highlights the importance of developing effective loyalty and customer service programs to strengthen long-term relationships with online customers. The findings of this study have important implications for companies that want to improve their online marketing strategy and increase customer loyalty.

Recommendations

Based on the findings of this study, the following recommendations are made:

Increase site awareness: Companies should invest in promoting their online store sites to increase awareness among their target audience.
Improve product information quality: Companies should ensure that product information available on their online sites is clear, accurate, and up-to-date.
Improve service information quality: Companies should ensure that information related to services offered by their online sites is clear, accurate, and up-to-date.
Build trust in security: Companies should invest in building trust in the security of their online platforms to increase customer confidence.
Develop effective loyalty and customer service programs: Companies should focus on developing effective loyalty and customer service programs to strengthen long-term relationships with their online customers.

Limitations

This study has several limitations, including:

Sample size: The study was conducted with a relatively small sample size, which may limit the generalizability of the findings.
Data collection methods: The study used a combination of data collection methods, including interviews, questionnaires, and documentation studies, which may have introduced biases.
Data analysis: The study used multiple linear regression analysis and simple linear regression, which may not be the most appropriate methods for analyzing the data.

Future Research Directions

This study provides a foundation for future research in the area of relational marketing online. Some potential future research directions include:

Investigating the impact of social media on relational marketing online: This study could investigate the impact of social media on relational marketing online and its impact on online purchasing decisions.
Examining the role of customer service in relational marketing online: This study could examine the role of customer service in relational marketing online and its impact on customer loyalty.
Investigating the impact of cultural differences on relational marketing online: This study could investigate the impact of cultural differences on relational marketing online and its impact on online purchasing decisions.
Q&A: Relational Marketing Online and Its Impact on Purchasing Decisions

Q: What is relational marketing online?

A: Relational marketing online refers to the marketing strategy that focuses on building and maintaining long-term relationships with customers through online platforms. It involves creating a positive and engaging experience for customers, which can lead to increased customer loyalty and retention.

Q: What are the benefits of relational marketing online?

A: The benefits of relational marketing online include increased customer loyalty and retention, improved customer satisfaction, and increased sales and revenue. It also helps to build trust and credibility with customers, which can lead to long-term relationships.

Q: What are the factors that affect the benefits of relational marketing online?

A: The factors that affect the benefits of relational marketing online include site awareness, product information quality, service information quality, and security perception. These factors can influence the level of trust and satisfaction that customers experience when using online platforms.

Q: How can companies increase site awareness?

A: Companies can increase site awareness by investing in online marketing and advertising, such as search engine optimization (SEO), pay-per-click (PPC) advertising, and social media marketing. They can also use email marketing and loyalty programs to keep customers engaged and informed about their products and services.

Q: What is the importance of product information quality in relational marketing online?

A: Product information quality is critical in relational marketing online because it affects the level of trust and satisfaction that customers experience when using online platforms. Companies should ensure that product information is clear, accurate, and up-to-date, and that it meets the needs and expectations of their customers.

Q: How can companies improve service information quality?

A: Companies can improve service information quality by providing clear and accurate information about their services, such as shipping and return policies, payment options, and customer support. They can also use customer feedback and reviews to improve their services and provide a better experience for customers.

Q: What is the role of security perception in relational marketing online?

A: Security perception is critical in relational marketing online because it affects the level of trust that customers experience when using online platforms. Companies should invest in building trust in the security of their online platforms, such as using secure payment processing and encryption, and providing clear and accurate information about their security policies.

Q: How can companies develop effective loyalty and customer service programs?

A: Companies can develop effective loyalty and customer service programs by providing personalized and engaging experiences for customers, such as offering rewards and discounts, and providing timely and effective customer support. They can also use data and analytics to understand customer behavior and preferences, and to tailor their programs to meet their needs and expectations.

Q: What are the implications of this study for companies?

A: The implications of this study for companies are that they should invest in building trust and credibility with their customers, and in providing a positive and engaging experience for them. They should also focus on developing effective loyalty and customer service programs to strengthen long-term relationships with their customers.

Q: What are the limitations of this study?

A: The limitations of this study include the relatively small sample size, and the use of a combination of data collection methods, which may have introduced biases. The study also used multiple linear regression analysis and simple linear regression, which may not be the most appropriate methods for analyzing the data.

Q: What are the future research directions for this study?

A: The future research directions for this study include investigating the impact of social media on relational marketing online, examining the role of customer service in relational marketing online, and investigating the impact of cultural differences on relational marketing online.