PENGARUH RELATIOHSHIP MARKETING TERHADAP LOYALITAS KONSUMEN KIMIA FARMA DI KOTA PALEMBANG

Jordan, . (2023) PENGARUH RELATIOHSHIP MARKETING TERHADAP LOYALITAS KONSUMEN KIMIA FARMA DI KOTA PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to prove the effect of Relationship Marketing on consumer loyalty, through the four dimensions of relationship marketing consisting of trust, commitment, communication, and conflict resolution. The data used are primary and secondary data. The population of this study were consumers who had carried out chemical pharma transactions at least 2 times. The sampling technique used was purposive sampling and a sample of 100 was obtained. Hypothesis testing is done by multiple regression analysis, t test, f test, and test the coefficient of determination. The results of this study indicate that trust and conflict handling have a positive and significant effect on consumer loyalty, while commitment and communication have a positive but not significant effect on Kimia Farma's consumer loyalty in Palembang. Keywords: Trust, Commitment, communication, conflict handling, consumer loyalty

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