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Pengaruh customer gratitude sebagai mediasi dalam hubungan marketing investments terhadap behavioral loyalty = The effect of customer gratitude as mediator in relationship of marketing investments toward behavioral loyalty

Dewi Agustin Pratama Sari; Aswin Dewanto Hadisumarto, supervisor; Sri Rahayu Hijrah Hati, examiner; Sri Daryanti, examiner ([Publisher not identified] , 2015)

 Abstrak

[ABSTRAK
Penelitian ini bertujuan untuk meneliti pengaruh marketing investments yang dilakukan oleh produsen binder di Barel yaitu direct mail, tangible reward, interpersonal communication, dan preferential treatment terhadap behavioral loyalty pelanggan toko binder yang dimediasi oleh customer gratitude. Penelitian ini adalah penelitian kuantitatif dengan responden sebanyak 95 orang pelanggan produsen binder. Berdasarkan penelitian ini diketahui bahwa, dari strategi marketing investments yang dilakukan oleh produsen binder, preferential treatment merupakan strategi paling efektif yang mempengaruhi customer gratitude. Selain itu, customer gratitude yang ada pada pelanggan binder ini memiliki pengaruh positif terhadap behavioral loyalty. Dengan memahami strategi marketing investments mana yang paling efektif, diharapkan membantu produsen binder dalam mengambil keputusan lebih tepat serta mendapatkan pelanggan yang loyal.

ABSTRACT
;This research aim to analysis of marketing investments by binder
manufacturer such as direct mail, tangible reward, interpersonal communication,
and preferential treatment towards behavioral loyalty and customer gratitude as
mediator. This is quantitative research consist of 95 resellers of binder
manufacturer as responden. Based on this research, preferential treatment is the
most effective strategy marketing investments has positive effect toward customer
gratitude. Besides, customer gratitude has positive effect toward behavioral
loyalty. If manager understand this strategy, hopefulness he can making accurate
decision to get customer loyalt;This research aim to analysis of marketing investments by binder
manufacturer such as direct mail, tangible reward, interpersonal communication,
and preferential treatment towards behavioral loyalty and customer gratitude as
mediator. This is quantitative research consist of 95 resellers of binder
manufacturer as responden. Based on this research, preferential treatment is the
most effective strategy marketing investments has positive effect toward customer
gratitude. Besides, customer gratitude has positive effect toward behavioral
loyalty. If manager understand this strategy, hopefulness he can making accurate
decision to get customer loyalt;This research aim to analysis of marketing investments by binder
manufacturer such as direct mail, tangible reward, interpersonal communication,
and preferential treatment towards behavioral loyalty and customer gratitude as
mediator. This is quantitative research consist of 95 resellers of binder
manufacturer as responden. Based on this research, preferential treatment is the
most effective strategy marketing investments has positive effect toward customer
gratitude. Besides, customer gratitude has positive effect toward behavioral
loyalty. If manager understand this strategy, hopefulness he can making accurate
decision to get customer loyalt, This research aim to analysis of marketing investments by binder
manufacturer such as direct mail, tangible reward, interpersonal communication,
and preferential treatment towards behavioral loyalty and customer gratitude as
mediator. This is quantitative research consist of 95 resellers of binder
manufacturer as responden. Based on this research, preferential treatment is the
most effective strategy marketing investments has positive effect toward customer
gratitude. Besides, customer gratitude has positive effect toward behavioral
loyalty. If manager understand this strategy, hopefulness he can making accurate
decision to get customer loyalt]

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 Metadata

No. Panggil : S60672
Entri utama-Nama orang :
Entri tambahan-Nama orang :
Entri tambahan-Nama badan :
Subjek :
Penerbitan : [Place of publication not identified]: [Publisher not identified], 2015
Program Studi :
Bahasa : ind
Sumber Pengatalogan : LibUI ind rda
Tipe Konten : text
Tipe Media : unmediated ; computer
Tipe Carrier : volume ; online resource
Deskripsi Fisik : xvi, 109 pages : illustration ; 29 cm
Naskah Ringkas :
Lembaga Pemilik : Universitas Indonesia
Lokasi : Perpustakaan UI, Lantai 3
  • Ketersediaan
  • Ulasan
No. Panggil No. Barkod Ketersediaan
S60672 14-18-443267939 TERSEDIA
Ulasan:
Tidak ada ulasan pada koleksi ini: 20412023