PENGARUH SOSIAL PROOF DAN PUBLIC RELATION TERHADAP CUSTOMER RETENTION
Abstract
This study analyzes the influence of social proof and public relations on customer retention in Mobile Heloo Coffee MSMEs in Bengkulu City. This study uses a quantitative approach and the research population is all active customers of Mobile Heloo Coffee MSMEs in Bengkulu City, with a sample of 110 respondents who were selected purposively. Primary data was collected through a Likert scale-based questionnaire instrument which was distributed directly to respondents. Data analysis was carried out using the SPSS version 26 device with multiple linear regression method. The results showed that social proof and public relations had a positive and significant effect on customer retention, explaining 76,0% of the variation (the remaining 24,0% by other factors). The implications of the study show that Kopi Heloo Keliling MSMEs need to optimize social proof strategies through attractive social media content and strengthen public relations with excellent service through mobile cart mobility to increase customer loyalty in a sustainable manner.
Keywords: Social proof, Public relations, Customer Retentio
References
Ahmad, R., & Buttle, F. (2001). Customer Retention: A Potentially Potent Marketing Manajemen strategi. Jurnal of Strategic Marketing, 9, 29–45.
Alma, B. (2014). Manajemen Pemasaran dan Pemasaran Jasa.
Ang, L., & Buttle, F. (2006). Customer retention management processes A quantitative study. European Journal of Marketing, 40(1/2), 83–99.
Aryandi, J., & Onsardi, O. (2020). Pengaruh Kualitas Pelayanan Dan Lokasi Terhadap Keputusan Pembelian Konsumen Pada Cafe Wareg Bengkulu. Jurnal Manajemen Modal Insani Dan Bisnis (Jmmib), 1(1), 117-127.
Aspinall, V., & Cappello, M. (2009). Introduction To Veterinary Anatomy and Physiology textbook Second Edition.
Beddu, M., Rustam, I., Ilahi, A. A. A., Nur, I., & Burhan, I. (2025a). The Influence of Influencers and Brand Awareness on Purchase Decisions in MSMEs ( Amaryllis Hijab ). International Journal of Economics Business and Innovation Research, 04(05), 109–123.
Beddu, M., Rustam, I., Ilahi, A. A. A., Nur, I., & Burhan, I. (2025b). The Influence of Influencers and Brand Awareness on Purchase Decisions in MSMEs (Amaryllis Hijab ). International Journal of Economics Business and Innovation Research, 04(05), 109–123.
Chopra, A., Avhad, V., & Jaju, and S. (2021). Influencer Marketing: An Exploratory Study to Identify Antecedents of Consumer Behavior of Millennial. Business Perspectives and Research, 9(1), 77–91.
Danish, R., Humayon, A., Shahid, A., Ahmad, H., & Murtaza, G. (2015). Relationship Between Perceived Organizational Support and Organizational Citizenship Behavior; a Study of Employees in National Highway Authority of Pakistan. American Journal of Economics, Finance and Management, 1, 195–199.
Djakasaputra, A. (2023). Pemanfaatan Media Sosial Sebagai Pemberdayaan Masyarakat. Jurnal Dianmas, 1(1), 1–10.
Hadinata, A. W., & Wijaya, L. S. (2024a). Strategi Public Relations UMKM Dalam Upaya Meningkatkan Penjualan Batik Bulan Pekalongan Melalui Sosial Media. Journal Syntax Idea, 6(06).
Hadinata, A. W., & Wijaya, L. S. (2024b). Strategi Public Relations UMKM Dalam Upaya Meningkatkan Penjualan Batik Bulan Pekalongan Melalui Sosial Media. Journal Syntax Idea, 6(06).
Hanifun, I., & Onsardi, O. (2024). Pengaruh Brand Image Dan Promotion Terhadap Keputusan Mahasiswa Baru Memilih Universitas Dehasen Sebagai Tempat Kuliah (Studi Pada Mahasiswa Baru Angkatan 2023). Jurnal Entrepreneur dan Manajemen Sains (JEMS), 5(2), 365-381.
Harianto, D., Akib, A., Utami, D., & Nuraisyiah. (2025). Efektivitas Engagement Influencer : Dampak terhadap Omzet Harian dan Daya Saing UMKM Kaku Food di Kota Makassar. Jurnal Pendidikan Ekonomi Akuntansi Kewirausahaan, 5(2), 90–102.
Imanullah, M., Onsardi, O., Toyib, R., Hidayat, M. T., Wahyudi, I., Abimanyu, A., & Susanto, A. (2021). Pengenalan Website Sekolah Dasar Muhammmadiyah 1 Unggulan Dalam Rangka Meningkatkan Mutu Pembelajaran Dan Promosi Sekolah. Jurnal Pengabdian Masyarakat Bumi Raflesia, 4(1), 483-492.
Junardi. (2025). Peran Customer Satisfaction dalam Memediasi Pengaruh Brand Image dan Social Media Marketing terhadap Customer Retention pada UMKM : Studi Kasus PT Sewu Segar Nusantara. Manajemen Business Innovation Conference-MBIC, 8, 233–248.
Khanza, M., Toyib, R. T., & Onsardi, O. (2021). Implmentasi Algoritma Apriori Untuk Meningkatkan Penjualan Handphone di Toko Mardha Cell. JSAI (Journal Scientific and Applied Informatics), 4(2), 221-235.
Kotler, P., & Armstrong, G. (2014). Prinsip-prinsip Pemasaran. (1st ed.).
Kotler, P., & Keller, K. L. (2016). Manajemen Pemasaran. Erlangga.
Laetitia, A. (2025). Dampak Social Proof dan Retensi Pelanggan di UMKM Café di Kota Bandung : Tinjauan Literatur modern. Jurnal Dimensi, 5(1), 30–33. https://doi.org/10.32897/dimmensi.v5i1.4110
Lazuwardini, S. K., Djanggu, N. H., & Dedi Wijayanto. (2024). Pengaruh Social Customer Relationship Management Terhadap Customer Engagement , Customer Satisfaction. Integrate: Industrial Engineering and Management System, 8(2), 97–107.
Melani, Muslan, & Purwitasari, P. (2024). Strategi komunikasi brand image dalam pemasaran produk asia baru cake dan barker di kota kendari. Jurnal Ilmiah Ilmu Sosial Dan Pendidikan, 2(2), 332–338.
Munandar, J. A., & Onsardi, O. (2021). Faktor-Faktor Yang Mempengaruhi Minat Nasabah Menabung Di Bank Sumsel Babel Kcp Tanjung Sakti. (Jems) Jurnal Entrepreneur Dan Manajemen Sains, 2(1), 43-52.
Ndubisi, N. O. (2007). Relationship Marketing and Customer Loyalty. Marketing Intelligence and Planning, 25(1).
Ndubisi, Oly, N., Kok, C., & C., N. G. (2007). SupplierCustomer Relationship Management and Customer Loyalty. The Banking Industry Perspective. Journal of Enterprise Information Management, 20(2), 222–236.
Onsardi, O., & Fitri, R. D. (2023). Dampak Relationship Marketing, Store Atmosphere Dan Lokasi Terhadap Minat Beli Pada Toko Moy Stuff. Jurnal Manajemen Modal Insani Dan Bisnis (Jmmib), 4(1), 66-73.
Onsardi, O., Ekowati, S., Yulinda, A. T., & Megawati, M. (2022). Dampak Digital Marketing, Brand Image Dan Relationship Marketing Terhadap Keputusan Pembelian Konsumen Lina Ms Glow Kota Bengkulu. Creative Research Management Journal, 5(2), 10-19.
Onsardi, O., Muntahanah, M., & Toyib, R. (2020). Penerpan Algoritma Binary Search Dalam Pencarian Data Potensi Investasi Di Kabupaten Seluma Dengan Smartphone. Jsai (Journal Scientific And Applied Informatics), 3(3), 129-136.
Onsardi, O., Wulandari, K., Finthariasari, M., & Yulinda, A. T. (2021). Impact Of Service Marketing On Student Decisions. JBMP (Jurnal Bisnis, Manajemen dan Perbankan), 7(2), 234-254.
Putra, D. A., Harmain, H., & Imsar. (2025a). Analysis of the Influence of CRM ( Customer Relationship Marketing ) through Communication , Commitment , Trust and Conflict Management on Customer Retention Case Study : Warung Banbet. Dinar: Jurnal Ekonomi Dan Keuangan Islam, 98–113.
Putra, D. A., Harmain, H., & Imsar. (2025b). Analysis of the Influence of CRM ( Customer Relationship Marketing ) through Communication , Commitment , Trust and Conflict Management on Customer Retention Case Study : Warung Banbet. Dinar: Jurnal Ekonomi Dan Keuangan Islam, 98–113.
Rahmawati, R., & Onsardi, O. (2022). Korelasi Mutu Pelayanan Dengan Impulse Buying Konsumen UD. Mantan Karyawan Kota Bengkulu. In Prosiding Seminar Nasional Business Corporate (Vol. 1, No. 1, Pp. 23-29).
Ranaweera, Chatura, & Prabhu, J. (2003). On The Relative Importance of Customer Satisfaction and Trust as Determinants of Customer Retention and Positive Word of Mouth. Journal of Targeting, Measurement and Analysis of Marketing, 12(1), 82–90.
Sajuyigbe, A. S., Eniola, A. A., Adebanji, A., & Oladejo, D. A. (2021). Capacity Building and Women-Owned Small and Medium Enterprises ’ ( SMEs ) Performance : Empirical Evidence from Southwest, Nigeria. Jurnal Bisnis Dan Kewirausahaan (Journal of Business and Entrepreneurship), 9(1), 12–24.
Sapitri, L., & Onsardi, O. (2021). The Effect of Brand Image and Product Quality toward Wardah Cosmetics Consumers’ Loyalty as A Study on Students Management Study Program, Faculty of Econom ics and Business, Muhammadiyah University of Bengkulu. Jurnal Ekonomi, Manajemen, Bisnis dan Akuntansi Review, 1(2), 139-146.
Siboro, R. M. (2024). Pengaruh Kepuasan Pelanggan, Kepercayaan Pelanggan, Dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Dalam Penggunaan Tokopedia Dibatam. Jurnal 3 Fiks, 3.
Sonatasia, D., Onsardi, O., & Arini, E. (2020). Strategi Meningkatkan Loyalitas Konsumen Makanan Khas Kota Curup Kabupaten Rejang Lebong. (Jmmib) Jurnal Manajemen Modal Insani Dan Bisnis, 1(1).
Tata, J., & Prasad, S. (2015). Immigrant family businesses: social capital, network benefits and business performance. International Journal of Entrepreneurial Behavior & Research, 21, 842–866.
Toyib, R., Onsardi, O., & Muntahanah, M. (2020). Promosi Produk Pertanian Dan Kerajinan Menggunakan Website Serta Pembukuan Sederhana di Desa Sido Dadi Kecamatan Arma Jaya Kabupaten Bengkulu Utara. Jurnal Pengabdian Masyarakat Bumi Raflesia, 3(1).
Utami, A. M., & Wahyudi, T. N. (2024). The Role of Influencers and Digital Marketing in Boosting Sales for Culinary MSMEs in Solo. Jurnal Manajemen Bisnis, 11(1), 28–38. https://doi.org/10.33096/jmb.v11i1.688
,
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
