%0 Generic
%A RIFKA AMALIA, 1511011093
%C UNIVERSITAS LAMPUNG
%D 2019
%F eprints:55202
%I FAKULTAS EKONOMI DAN BISNIS
%T PENGARUH DIMENSI RELATIONSHIP MARKETING TERHADAP  LOYALITAS KONSUMEN MALITIKA VARIASI MOBIL    DI BANDAR LAMPUNG
%U http://digilib.unila.ac.id/55202/
%X The research problem is whether a relationship marketing (trust, commitment,  communication, and handling complaints) effect on consumer loyalty Malitika  Car variation in Bandar Lampung. The hypothesis of this study is thought to  relationship marketing effect on consumer loyalty Malitika Car variation in  Bandar Lampung. The total sample of 100 respondents of this study with the  characteristics of products and services ever use Malitika Variations. The study  states that the trust hypothesis test results (X1), commitment (X2), communication  (X3), and the handling of complaints (X4) simultaneously affect the customer  loyalty (Y) with significant p-value = 0.000 <0.05. The result of determination  coefficient of R square of 0.628 that means confidence (X1), commitment (X2),  communication (X3), and the handling of complaints (X4) together capable of  influencing consumer loyalty Malitika variation of 62.8% the balance of 37 %  influenced by other factors such as consumer tastes and other competitors that do  not factor in this study counting.    Keywords: relationship marketing, and customer loyalty,