PENGARUH RELATIONSHIP MARKETING TERHADAP LOYALITAS KONSUMEN PUSAT KEUGARAN DI KOTA PAELAMBANG

Karbe, Vincensius Nico (2022) PENGARUH RELATIONSHIP MARKETING TERHADAP LOYALITAS KONSUMEN PUSAT KEUGARAN DI KOTA PAELAMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

This study aims prove whether there is a positive and significant of influence of trust, commitment, communication, and conflict handling of consumer loyalty in fitness center in Palembang City. The data used in this study are primary data. The population in this study are consumers who be a customer to a fitness center in Palembang City. The sample used was 100 respondents. Sampling techniques are by non- probability sampling and purposive sampling methods. The primary data in this study was obtained from questionnaires. The data analysis techniques used are validity tests, reliability tests, classical assumption tests consisting of normality tests, multicolonierity tests, and heteroskedasticity tests, multiple linear regression analysis, hypothesis tests consisting of t tests and coefficients of determination. The results in this study shows that trust has a positive but not significant effects on consumer loyalty. Commitment has a positive and significant effects on consumer loyalty, Communication has a positive and significant effects on consumer loyalty, and conflict handling has a positive and significant effects on consumer loyalty. Keywords: Relationship Marketing, Trust, Commitment, Communication, Conflict Handling, Consumer Loyalty, Fitness Center.

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