ANALISIS PENGARUH RELATIONSHIP MARKETING TERHADAP LOYALITAS KONSUMEN OSBOND GYM PALEMBANG

Hasim, Julius Arista (2019) ANALISIS PENGARUH RELATIONSHIP MARKETING TERHADAP LOYALITAS KONSUMEN OSBOND GYM PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

Sport has an important role in human life because sport is supported by the body to stay healthy. One manager of the fitness center that manages this business opportunity is OsBond Gym. The purpose of this study is to analyze the relationship of marketing to consumer Osbond Gym Palembang. In this study used a sample of 100 respondents using purposive sampling technique. The sample in this study were permanent members of OsBond Hym Palembang. The technique of collecting data used was a questionnaire using a Likert scale. The analysis technique used is multiple regression analysis. The results of this study indicate that there are also partially simultaneous variables of trust, commitment, communication, and handling of ownership problems that are significant to consumer loyalty at Osbond Gym Palembang. In the test, it was found that adjusted r square was 0.418, which means that 41.8% of the variables of trust, commitment, communication and problem solving were able to explain the variable of customer loyalty at Osbond Gym Palembang when receiving 58.2% of the variable commitment, commitment, communication and problem support variable replacement. Keyword: relationship marketing and customer loyalty

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