THE INFLUENCE OF RELATIONSHIP MARKETING TOWARD THE LOYALTY OF SURAKARTA ASSALAM HYPERMARKET CUSTOMER

Purnomo, Yudik Eko (2013) THE INFLUENCE OF RELATIONSHIP MARKETING TOWARD THE LOYALTY OF SURAKARTA ASSALAM HYPERMARKET CUSTOMER. Other thesis, Universitas Sebelas Maret.

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    Abstract

    The aim of this research are to know: (1) the influence of Relationship Marketing (RM) variables toward Customer Loyalty (CL) variables. (2) The influence of Relationship Marketing RM variables toward Relationship Quality (RQ) variables. (3) The influence of Relationship Quality RQ variables toward Customer Loyalty (CL) variables. Method used in this research is quantitative. Population as a subject is the customer of Surakarta Assalam Hypermart who shop twice or more. Sampling used are quota sampling, purposive sampling, and accidental sampling. Sampling amount in this research is 100 respondent. Collecting data technique used questionnaire by likert scale. Analysis data technique used SEM. Hyphothesis analysis used coefficient analysis to know the connection of research variable. According the result of SEM analysis could be concluded: (1) Direct mail has the negative influence -0,141 toward customer loyalty, preferential treatment has the significant negative influence -0,265 toward customer loyalty, interpersonal communication has the negative influence -0,309 toward customer loyalty, tangible reward has the negative influence -0,031 toward customer loyalty. (2) Direct mail has the positive influence to trust 0,124, significant positive influence to satisfaction 0,325, significant positive influence to commitment 0,276. (3) Preferential treatment has the influence to trust 0,030, has the negative influence to satisfaction 0,387 and has the positive influence to commitment 0,122. (4) Interpersonal communication has the significant positive influence to trust 0,726, has the significant positive influence to satisfaction 0,520 and has the significant positive influence to commitment 0,339. (5) Tangible reward has the significant positive influence to trust 0,217, has the significant positive influence to 0,298 dan has the negative influence to commitment -0,188. (6) Trust has the positive influence to customer loyalty 0,167, satisfaction has the significant positive influence to customer loyalty 0,358, commitment has the significant positive influence to customer loyalty 0,700. Key Word: relationship marketing, relationship quality, customer loyalty.

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > H Social Sciences (General)
    L Education > LC Special aspects of education > LC5201 Education extension. Adult education. Continuing education
    Divisions: Fakultas Keguruan dan Ilmu Pendidikan > Pendidikan Ekonomi
    Depositing User: Lia Primadani
    Date Deposited: 06 May 2014 17:19
    Last Modified: 06 May 2014 17:19
    URI: https://eprints.uns.ac.id/id/eprint/15107

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