PENGARUH RELATIONSHIP MARKETING TERHADAP LOYALITAS PELANGGAN KOPI KENANGAN DI KOTA PALEMBANG

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.