PENGARUH RELATIONSHIP MARKETING TERHADAP LOYALITAS PELANGGAN( Studi pada pelanggan Sriwijaya Air Malang)

Suhartono, K.P (2010) PENGARUH RELATIONSHIP MARKETING TERHADAP LOYALITAS PELANGGAN( Studi pada pelanggan Sriwijaya Air Malang). Other thesis, University of Muhammadiyah Malang.

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Abstract

Research’s goal is to know an influence of relationship marketing for customer loyalty. To know variable of relationship marketing which have biggest influence for customer loyalty. The useful research for company is direct useful like low cost, increasing sales and indirect useful like staf retention. Another useful is evaluate service has been implemented. This research represent type is survey research. This research is located at Sriwijaya Air Distric Malang Office. Data resources are primary data and secondary data. The population research is a customer which has repeat buy Sriwijaya Air ticket. The characteristic sample is customer Sriwijaya Air Malang which had repeated buy minimum twice and customer Sriwijaya Air Malang above 17 years old. The technique of sampling is use non-probability with purposive sampling. A collecting data technique is giving a cuesioner for about 100 Sriwijaya Air Malang customers. Technique of analyze data is linier regression with analyze of F and t. Based research which has taken with linier regression with F analyze show that independent variable which is consist of quality services (X1), commitment (X2), truly (X3), and communication (X4) have influence to customer loyalty because F count bigger than F table.. Communication is a variable which have bigger influence than another variable to customer loyalty. Research’s result show that relationship marketing has positive influence to customer loyalty simultanly. Communication has a bigger influence than another variable to determine customer loyalty with t hitung 1,928. It means if company want to save and increase customer loyalty, company must care about relation with customer through good and consistent communication with customer. Without forget another factor which can help to increase customer loyalty. Keyword : Relationship Marketing, Customer Loyalty

Item Type: Thesis (Other)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Economic > Department of Management
Depositing User: Rayi Tegar Pamungkas
Date Deposited: 22 Mar 2012 10:58
Last Modified: 22 Mar 2012 10:58
URI: http://eprints.umm.ac.id/id/eprint/967

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