Jatmoko, Rista Amalia (2017) Pengaruh Relationship Marketing Terhadap Loyalitas Pelanggan Pengguna Kartu Prabayar Telkomsel Di Kota Malang. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh relationship marketing terhadap loyalitas pelanggan pengguna kartu prabayar Telkomsel. Jenis penelitian yang dilakukan adalah explanatory research. Sampel dalam penelitian ini berjumlah 231 responden dengan metode non probability sampling malalui teknik purposive sampling. Metode analisis menggunakan Analisis Regresi Linear Berganda dengan software SPSS 17. Hasil penelitian ini menunjukkan bahwa Relationship Marketing yang terdiri dari 4 variabel trust, commitment, communication, dan conflict handling memiliki hubungan yang signifikan terhadap loyalitas pelanggan. Diantara variabel Relationship Marketing, variabel trust memiliki nilai paling tinggi dalam mempengaruhi loyalitas pelanggan dalam pengguna kartu prabayar Telkomsel.
English Abstract
This study tries to identify the effect of relationship marketing on customer loyalty of Telkomsel prepaid card users. The sample of this explanatory study is 231 respondents selected through non-probability sampling method with purposive sampling technique. The analysis was carried out through Multiple Regression Analysis using SPSS 17. The results show that relationship marketing variables consisting of trust, commitment, communication, and conflict handling have a positive relation with customer loyalty. Among the relationship marketing variables, trust has the highest value in influencing the loyalty of Telkomsel prepaid card users.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2017/622/051710597 |
| Uncontrolled Keywords: | Relationship Marketing, Trust, Commitment, Communication, Conflict, relationship marketing, trust, commitment, communication, conflict handling, customer loyalty Handling, Loyalitas Pelanggan, |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.81 Sales management > 658.812 Customer relations |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 06 Dec 2017 04:16 |
| Last Modified: | 29 Sep 2022 07:39 |
| URI: | http://repository.ub.ac.id/id/eprint/6529 |
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