PENGARUH RELATIONSHIP MARKETING TERHADAP CUSTOMER LOYALTY DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING PADA PT. MITRA PINASTHIKA MUSTIKA

David Rivaldi

Abstract


Penelitian membahas pengaruh relationship marketing terhadap customer loyatly dengan customer satisfaction sebagai variabel intervening di PT Mitra Pinasthika Mustika Surabaya. Sampel penelitian ini berjumlah 100 responden pelanggan PT Mitra Pinasthika Mustika yang memiliki motor Honda dan mengetahui atau memakai One Heart Privillage Card. Pengukuran dilakukan dari variabel relationship marketing (X1) dengan indikator Financial Benefit, Social Benefit, Structural Ties , variabel customer satisfaction (Y2) dengan indikator Fulfillment, Pleasure, Ambivalance, sedangkan customer loyalty (Y1) memiliki indikator Word of Mouth, Future Purchase Intention dan Price sensitive, hasil penelitian menunjukkan: (1) relationship marketing berpengaruh signifikan terhadap customer satisfaction; (2) relationship marketing berpengaruh signifikan terhadap customer loyalty; (3) customer satisfation berpengaruh signifikan terhadap customer loyalty.  

 


Keywords


Relationship Marketing, Customer Satisfaction, Customer Loyalty

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