RIFKA AMALIA, 1511011093 (2019) PENGARUH DIMENSI RELATIONSHIP MARKETING TERHADAP LOYALITAS KONSUMEN MALITIKA VARIASI MOBIL DI BANDAR LAMPUNG. FAKULTAS EKONOMI DAN BISNIS, UNIVERSITAS LAMPUNG.
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Abstract
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,
| Item Type: | Other |
|---|---|
| Subjects: | A General Works = Karya Karya Umum |
| Divisions: | Fakultas Ekonomi dan Bisnis > Prodi Manajemen |
| Depositing User: | UPT . Teti Novianti |
| Date Deposited: | 19 Mar 2022 16:57 |
| Last Modified: | 19 Mar 2022 16:57 |
| URI: | http://digilib.unila.ac.id/id/eprint/55202 |
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