ANALISIS PENGARUH FINANCIAL BENEFIT, SOCIAL BENEFIT, DAN STRUCTURAL TIES TERHADAP LOYALITAS KONSUMEN PADA PT CENTRAL MAKMUR ABADITAMA JAYA UNTUK PRODUK SCHNEIDER (Studi Kasus pada PT Central Makmur Abaditama Jaya Palembang)

This study is aimed to determine the effectconsist of Relationship Marketing on
consumers loyalty at Schneider product at PT Central Makmur Abaditama Jaya
Palembang. This study population is were all of consumers who do loyal buying
at PT Central Makmur Abaditama Jaya Palembang, and then the sample in this
study are 160 respondents who be the PT Central Makmur Abaditama Jaya
Palembang loyal customers. The methods of this research are use census
sampling. With analyze media using validity test, reliability test, classic
assumption test, and hypothesis test using F test and t test. The results of F test
showed that’ independent variable of Relationship Marketing had significant and
positive impact together on the dependent variable consumers loyalty, and in t test
showed that independent variable like Financial Benefit, Social Benefit, and
Structural ties had a significant and positive impact to the dependent variable
consumers loyalty.

Keywords : Relationship Marketing (Financial Benefit, Social Benefit,
Structural Ties), Customers Loyalty.