Ramadhan, Mochammad Ilhamsyah (2018) The Influence of Relationship Marketing toward Purchase Decision and its Impact on Customer Satisfaction (Survey on Customer at Informa Tunjungan Plaza Surabaya). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini memiliki tujuan (1) untuk menguji pengaruh relationship marketing pada purchase decision, (2) untuk menguji pengaruh relationship marketing pada customer satisfaction, (3) untuk menguji pengaruh relationship marketig terhadap customer satisfaction melalui purchase decision. Jenis penelitian yang digunakan adalah penelitian explanatory dengan pendekatan kuantitatif. Sampel sebanyak 118 orang responden yang merupakan pelanggan dari Informa. Teknik pengambilan sampel menggunakan Teknik nonprobability sampling dengan cara pengambilan sampel menggunakan purposive sampling. Metode pengupulan data yang digunakan dalam penelitian ini adalah dengan menybebar kuisioner. Analisis yang digunankan yaitu analisis deskriptif dan jalur (path analysis). Analisis jalur menunjukkan bahwa (1) Relationship marketing memiliki pengaruh yang signifikan terhadap purchase decision dengan koefisien jalur (β) adalah 0,424 dan p-value dengan angka 0,00 (p <0,05); (2) Relationship marketing berpengaruh signifikan terhadap customer satisfaction dengan koefisien jalur (β) adalah 0,089 dan p-value dengan angka 0,00 (p <0,05); (3) Purchase Decision terhadap customer satisfaction memiliki pengaruh 0,200. Rekomendasi untuk perusahaan adalah menjaga relationship marketing yang positif dengan meningkatkan kualitas pelatihan kepada karyawan. Menarik dan mempertahankan pelanggan dengan pengalaman berkualitas tinggi secara konsisten. Informa harus dapat mempertahankan dan meningkatkan relationship marketing dan purchase decision, karena relationship marketing memiliki pengaruh signifikan terhadap customer satisfacrtion melalui purchase decision
English Abstract
This research has purposes (1) to examine the influence of relationship marketing on the purchase decision on customer satisfaction (2) to examine the influence of purchase decision on the customer satisfaction (3) to examine the influence of relationship marketing on customer satisfaction, This research was explanatory research with quantitative approach. A sample of 118 respondents who are customer of Informa. The sampling technique in this research used non-probability sampling by taking samples by purposive sampling. Data were collected by distributing questionnaires. The analysis used is descriptive analysis and path (path analysis). The path analysis showed that (1) relationship marketing has significant influence on purchase decision with path coefficient (β) was 0.424 and p-value with the number 0.00 (p<0.05); (2) purchase decision has significant influence on customer satisfaction with path coefficient (β) was 0.200 and p-value with the number 0.00 (p<0.05) (3) relationship marketing has significant influence on customer satisfaction with path coefficient (β) was 0.089 and p-value with the number 0.00 (p<0.05); The recommendation for the company is to maintain a positive relationship marketing by increasing quality of training to the employee. Atrract and maintain customers with consistent high-quality experience. Informa should be able to maintain and improve indicators of relationship marketing and purchase decision, because relationship marketing has significant influence on customer satisfaction through purchase decision.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2018/926/051810875 |
| Uncontrolled Keywords: | Relationship Marketing, Purchase Decision, Customer Satisfaction- Relationship Marketing, Purchase Decision, Customer Satisfaction |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 3 Consumer attitudes, preferences, reactions |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 29 Apr 2019 02:12 |
| Last Modified: | 23 Oct 2021 04:54 |
| URI: | http://repository.ub.ac.id/id/eprint/161879 |
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