PENGARUH COMMUNITY MARKETING DAN RELATIONSHIP MARKETING TERHADAP LOYALITAS PELANGGAN PADA BENGKEL ISTANA NISSAN DI KOTA PALEMBANG

Adi, Reagen Kristianto (2023) PENGARUH COMMUNITY MARKETING DAN RELATIONSHIP MARKETING TERHADAP LOYALITAS PELANGGAN PADA BENGKEL ISTANA NISSAN DI KOTA PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

ABSTRACT This study aims to analyze and prove the effect of Community Marketing and Relationship Marketing on customer loyalty at the Nissan Palace Car Repair Shop in Palembang City. This research is a quantitative research with a survey method. The population of this study is a member of the Gravinci Sriwijaya community. The number of samples in the study is believed to be 70 respondents with a side purposive data collection technique. The analysis technique used is validity test, reliability test, classic assumption test which consists of normality test, heteroscedasticity test, multicollinearity test, multiple linear regression analysis, hypothesis testing, namely the t test and F test, as well as the coefficient of determination test. The results of this study indicate that the community marketing variable has a positive and significant effect on customer loyalty, the relationship marketing variable also has a positive and significant effect on customer loyalty at the Nissan Palace auto repair shop in Palembang City.

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