Title:
THE ROLE OF PRICE FAIRNESS AND RELATIONSHIP MARKETING IN INCREASING CUSTOMER RETENTION THROUGH CUSTOMER VALUE: ON NIPRO SYRINGE PRODUCTS IN EAST JAVA

Authors:
Donni Apriyanto, Muhadjir Anwar and Sugeng Purwanto, Indonesia

Abstract:
This study aims to analyze the role of Price Fairness and Relationship Marketing in improving Customer Retention through Customer Value for Nipro Syringe products in East Java. The main objectives of this study are: 1) to analyze the effect of Price Fairness on Customer Retention, 2) to analyze the effect of Relationship Marketing on Customer Retention, 3) to analyze the role of Customer Value as a mediator between Price Fairness and Customer Retention, and 4) to analyze the role of Customer Value as a mediator between Relationship Marketing and Customer Retention. The population of this study consists of all customers of Nipro Syringe products at PT. Sinar Roda Utama, who comes from the categories of Health Department, Government Hospitals, and Private Hospitals in East Java. The sample of this study consists of 112 respondents, selected using purposive sampling with specific criteria. The data were analyzed using Partial Least Square (PLS) technique, supported by Smart PLS 3.0 software. The results of the study indicate that: 1) Price Fairness has a positive effect on Customer Retention , suggesting that customers who feel that the price they pay is in accordance with the benefits received tend to be more loyal and stay as customers, 2) Relationship Marketing also has a positive effect on Customer Retention, where marketing strategies focusing on long-term relationships can enhance customer loyalty, 3) Customer Value plays a significant role as a mediator between Price Fairness and Customer Retention , where customers' perception of the value they receive strengthens their loyalty, and 4) Customer Value also mediates the effect of Relationship Marketing on Customer Retention , where positive customer experiences increase their perceived value and reinforce their desire to stay loyal to the company.