EKSISTENSI PEDAGANG TRADISIONAL DALAM DINAMIKA PEMASARAN MODEREN (Studi Pada Pedagang Lokal Papalele di Ambon)
Abstract
Abstract: Relationship marketing is a significant factor which is determine the existence of papalele’ trader in business reality recently. This orientation are consumers, to increase their satisfaction and to support loyalty. This research is done to descript the application of relationship marketing on papalele’s trader in Mardika market of Ambon city. Data were got by questionnaire and interview with papalele’s traders of Ambon market. The type of research is descriptive research. The population is 63 papalele’s traders. All of them was sample of this research (sensus method). According to the data analysis, the description of papalele’s traders, as follows: consumer prefer buy goods on papalele’s traders rather than other, because of mutual satisfaction can be get from both of them. That is profitability on papalele’s traders dan support loyalty and loyalty. Beside that, other factors are keeping relationship with consumer, satisfaction and focus on consumer.
Keywords: Relationship marketing. Consumer Loyalty, papalele’s traders.
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