[ABSTRAK
Penelitian ini bertujuan untuk menganalisis dampak Pemasaran Relasional terhadap Loyalitas Pelanggan. Jenis Penelitian ini adalah penelitian kuantitatif dengan desain penelitian causal. Untuk menganalisis dampak dari pemasaran relasional terhadap loyalitas pelanggan digunakan Analisis regresi berganda yangbertujuan untuk menguji kelima konstruk utama (trust, commitment, bonding, communication dan satisfaction) terhadap loyalitas pelanggan. Hasil penelitian menunjukan bahwa secara simultan kelima variabel tersebut berpengaruh terhadap customer loyalty, dan secara parsial dari kelima variabel (trust, commitment, bonding, communication dan satisfaction) ada empat variabel yang berpengaruhterhadap loyalitas pelanggan, yaitu trust, commitment, bonding, dan satisfaction.ABSTRAK
The purpose of this study is to examine the Influence of Relationship Marketingon Customer Loyalty. This research is quantitative research with causal researchdesign. Multiple regression analysis assessed the impact on relationship marketingof five key constructs (trust, commitment, bonding, communication andsatisfaction) on customer loyalty. The results showed that all five variables (trust,commitment, bonding, communication and satisfaction) simultaneously affectedcustomer loyalty, and partially of these five variables (trust, commitment,bonding, communication and satisfaction) there are four variables (trust,commitment, bonding, and satisfaction) affected customer loyalty., The purpose of this study is to examine the Influence of Relationship Marketingon Customer Loyalty. This research is quantitative research with causal researchdesign. Multiple regression analysis assessed the impact on relationship marketingof five key constructs (trust, commitment, bonding, communication andsatisfaction) on customer loyalty. The results showed that all five variables (trust,commitment, bonding, communication and satisfaction) simultaneously affectedcustomer loyalty, and partially of these five variables (trust, commitment,bonding, communication and satisfaction) there are four variables (trust,commitment, bonding, and satisfaction) affected customer loyalty.] |
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