Shahab, Fariza Aulia M (2014) Pengaruh relationship marketing terhadap loyalitas pelanggan Alfamidi Malang. Undergraduate thesis, Universitas Islam Negeri Maulana Malik Ibrahim.
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Abstract
INDONESIA:
Dengan tingkat persaingan yang semakin ketat, banyak bisnis retail pada saat ini tidak hanya memfokuskan strategi pemasarannya untuk menjaring pelanggan baru saja namun juga berupaya menjaga hubungan yang baik dengan pelanggannya. Salah satu srategi yang ditempuh Alfamidi Malang untuk menjadi jaringan ritel yang mampu menyatu dengan masyarakat dengan menggunakan relationship marketing.
Tujuan penelitian ini untuk mengetahui variabel relationship marketing yang terdiri dari financial benefits, social benefits, structural benefits yang berpengaruh secara simultan, parsial dan variabel yang dominan terhadap loyalitas pelanggan. Penelitian ini menggunakan teknik accidental sampling dengan sampel sebanyak 90 responden. Analisis yang digunakan adalah analisis regresi linier berganda.
Dari hasil penelitian ini menunjukan bahwa variabel relationship marketing berpengaruh secara simultan terhadap loyalitas pelanggan dengan nilai Fhitung sebessar 10,805 signifikansi 0,000. Sedangkan secara parsial variabel financial benefits, social benefits berpengaruh signifikan terhadap loyalitas pelanggan Alfamidi Malang. Variabel yang berpengaruh dominan terhadap loyalitas pelanggan adalah structural benefits dengan nilai thitung 3,548 dengan signifikan t sebesar 0,001.
ENGLISH:
In the high level of competition, many retail businesses are not only focusing on marketing strategy to get new customers, but also maintain a good relationship with their customers. One strategy that is pursued by Alfamidi Malang to be a network retail that is able to blend with society is relationship marketing.
The purpose of the research are to determine the influence of marketing variables consisting of financial benefit, social benefit, structural benefit that influence simultaneously , partially and dominant variables on customer loyalty. This study uses accidental sampling technique with a number sample of 90 respondents. The analysis used is multiple linear regression analysis.
The result of the research indicates that the relationship marketing variables influence simultaneously on customer’s loyalty with value 10.805 0.000 significance of F value. Whereas partially financial benefit, social benefit have a significant effect on customer’s loyalty Alfamidi Malang. The dominant variable is the structural benefits of customer’s loyalty with significant t count 3,548 and 0,001 t .
Item Type: | Thesis (Undergraduate) | ||||||
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Supervisor: | Rahayu, Yayuk Sri | ||||||
Contributors: |
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Keywords: | Relationship Marketing; Structural Benefits; Loyalitas Pelanggan; Customer Loyalty | ||||||
Subjects: | 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications | ||||||
Departement: | Fakultas Ekonomi > Jurusan Manajemen | ||||||
Location: | 150502 | ||||||
Depositing User: | Ratih Novitasari | ||||||
Date Deposited: | 08 Sep 2015 10:45 | ||||||
Last Modified: | 08 Sep 2015 10:45 | ||||||
URI: | http://etheses.uin-malang.ac.id/id/eprint/1664 |
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