Pratama, Zahran Adityo Selo (2019) Pengaruh Relationship Marketing Terhadap Loyalitas Pelanggan Dengan Kepuasan Pelanggan Sebagai Variabel Mediasi. Sarjana thesis, Universitas Brawijaya.
Abstract
Perusahaan memiliki tujuan jangka panjang dan jangka pendek, dan pemasaran adalah salah satu komponen penting untuk mencapainya, menyoroti pentingnya mempertahankan dan meningkatkan loyalitas pelanggan. Relationsip marketing dan kepuasan pelanggan adalah faktor yang mempengaruhi loyalitas pelanggan. Penelitian ini bertujuan untuk mengidentifikasi pengaruh relationsip marketing terhadap loyalitas pelanggan dengan mediasi kepuasan pelanggan. Populasi penelitian kausal ini adalah pengguna layanan internet, dari mana 220 orang dipilih sebagai sampel melalui simple random sampling. Data dianalisis menggunakan path analysis, dan hipotesis dinilai menggunakan uji F dan uji T. Hasil analisis jalur menunjukkan bahwa relationship marketing tidak secara signifikan mempengaruhi loyalitas pelanggan dengan mediasi kepuasan pelanggan. Nilai Adjusted R squared sebesar 0,772 menunjukkan bahwa pengaruh hubungan pemasaran terhadap loyalitas pelanggan dengan mediasi kepuasan pelanggan adalah 77,2%, dan sisanya 22,8% dipengaruhi oleh variabel lain yang tidak termasuk dalam penelitian ini. Hasil di atas menunjukkan bahwa relationship marketing secara signifikan tidak mempengaruhi loyalitas pelanggan dengan mediasi kepuasan pelanggan dan bahwa kepuasan pelanggan tidak memainkan peran penting dalam model regresi itu.
English Abstract
Companies have both long and short-term objectives, and marketing is one of the important components to meet them, highlighting the significance of maintaining and improving customer loyalty. Relationship marketing and customer satisfaction are factors that influence customer loyalty. This study aims to identify the influence of relationship marketing on customer loyalty with the mediation of customer satisfaction. The population of this causal study is internet service users, from which 220 people were selected as the sample through simple random sampling. The data was analyzed using path analysis, and the hypotheses were assessed using F test and t-test. The results of the path analysis show that relationship marketing not significantly influences customer loyalty with the mediation of customer satisfaction. The Adjusted R squared value of 0.772 indicates that the influence of relationship marketing on customer loyalty with the mediation of customer satisfaction is 77.2%, and the remaining 22.8% is influenced by other variables not included in this research. The result above shows that relationship marketing not significantly influences customer satisfaction with the mediation of customer satisfaction and that customer satisfaction not plays an important role in that regression model.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FEB/2019/678/052000839 |
| Uncontrolled Keywords: | Relationship Marketing, Loyalitas Pelanggan, Kepuasan Pelanggan |
| 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 Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Endang Susworini |
| Date Deposited: | 30 Sep 2020 06:48 |
| Last Modified: | 15 Nov 2020 01:33 |
| URI: | http://repository.ub.ac.id/id/eprint/178535 |
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