The Effect of Customer Empowerment and Relationship Marketing on Customer Advocacy through Customer Trust as a Mediating Variable among Mekaar Customers of PT Permodalan Nasional Madani, Indramayu Branch
DOI:
https://doi.org/10.55927/ijis.v5i10.84Keywords:
Customer Empowerment, Relationship Marketing, Customer Trust, Customer Advocacy, MekaarAbstract
This study aims to analyze the effect of Customer Empowerment and Relationship Marketing on Customer Advocacy, with Customer Trust as a mediating variable among Mekaar customers of PT Permodalan Nasional Madani, Indramayu Branch. This research is motivated by fluctuations in the number of active customers and the high number of discontinued customers during the 2022-2026 period, indicating challenges in maintaining sustainable relationships with customers. This condition provides a basis for examining relational and behavioral factors that may encourage customers to provide positive support to the company. This study employs a quantitative approach with an explanatory research design. The population consists of Mekaar customers of PT Permodalan Nasional Madani, Indramayu Branch, with a sample of 200 respondents selected using purposive sampling. Primary data were collected through questionnaires using a five-point Likert scale and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with the assistance of SmartPLS 4. The research variables consist of Customer Empowerment (X1) and Relationship Marketing (X2) as independent variables, Customer Trust (Z) as the mediating variable, and Customer Advocacy (Y) as the dependent variable. The analysis includes the evaluation of the measurement model (outer model), structural model (inner model), direct effects, and indirect effects to examine the mediating role of Customer Trust. This study is expected to provide empirical evidence regarding the mechanism through which Customer Empowerment and Relationship Marketing contribute to the formation of Customer Advocacy through Customer Trust. The findings are also expected to provide practical implications for PNM in strengthening customer empowerment, developing long-term relationships, increasing customer trust, and encouraging customers to provide positive recommendations and support for Mekaar serviceS
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