PENGARUH RELATIONSHIP MARKETING TERHADAP LOYALITAS PELANGGAN KOPI KENANGAN DI KOTA PALEMBANG

Nugroho, Silvester Aldi (2022) PENGARUH RELATIONSHIP MARKETING TERHADAP LOYALITAS PELANGGAN KOPI KENANGAN DI KOTA PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

This study aims to prove the effect of relationship marketing on customer loyalty through four dimensions, namely trust, commitment, communication and problem solving. The data used is primary data. The population in this study were the consumers of Kopi Kenangan in the city of Palembang. The sampling technique used is purposive sampling by taking 100 respondent. Data was collected by distributing questionnaires. The data analysis technique used is validity test, reliability test, and classical assumption test consisting of normality test, multicollinearity test, and heteroscedasticity test. Hypothesis testing was carried out in the form of t test, F test, coefficient of determination test and multiple linear regression analysis. The results showed that trust and commitment had a positive and significant effect on customer loyalty, while communication and customer handling had a positive and insignificant effect on loyalty. Keywords: Relationship Marketing, Trust, Commitment, Communication, Problem Handling, and Customer Loyalty.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Relationship Marketing ; Trust ; Commitment ; Communication ; Problem Handling ; Customer Loyalty
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions: Theses - S1 > Management Study Program
Depositing User: Silvester Aldi Nugroho
Date Deposited: 05 Sep 2022 07:54
Last Modified: 26 Sep 2022 06:57
URI: http://eprints.ukmc.ac.id/id/eprint/8884

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