PENGARUH PEMASARAN RELASIONAL DAN NILAI PELANGGAN TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN SEBAGAI VARIABEL MODERASI

Authors

  • Fitriana Puspitasari, Marjam Desma Rahadhini & Sumarno Dwi Saputra

Abstract

The purpose of this study was to analyze the effect of relationship marketing,
customer value and customer satisfaction to customer loyalty and analyze the effect of
relationship marketing and customer value on customer loyalty with satisfaction as a
moderating variable. This study is a survey. The type of data used quantitative and
qualitative data. The data source used primary data sources and secondary data. The
study population is consumer Warung Pecel Solo. The research sample of 100 people
with purposive sampling technique. The technique of collecting data used interviews,
questionnaires and observations. Data were analyzed used multiple linear regression
and test of absolute difference. The results showed that relationship marketing has a
significant effect on customer loyalty. Value customers has a significant effect on
customer loyalty. Satisfaction has a significant effect on customer loyalty. Satisfaction
does not moderate the effect of relationship marketing on customer loyalty. Satisfaction
does not moderate the influence of customer value on customer loyalty
Keywords: relationship marketing, customer value, satisfaction, loyalty

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Published

2017-12-12

Issue

Vol. 17 No. 3 (2017): Jurnal Ekonomi dan Kewirausahaan : September

Section

Artikel

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