LOYALITAS PELANGGAN PADA PERUSAHAAN OTOBUS SUMBER GROUP PERAN RELATIONSHIP MARKETING DAN CITRA
Daftar Isi:
- This study aimed to analyze the influence of relationship marketing and customer loyalty image otobus Resources Group company in Surabaya. Consumer loyalty is important to do an enterprise to cope with the fierce competition in today's business world. One way to achieve competitive advantage in maintaining loyalty pelanggan is to establish relationship marketing and corporate image in the eyes of consumers. The data used in this study were obtained from questionnaires (primary) analysis technique used is multiple regression using a hypothesis test, the F test and t test. The results showed a correlation value R or koefisisen was 66.9%. This value indicates that the relationship between customer loyalty otobus Resource Group in Surabaya with a marketing relationship that consists of trust, commitment, communication, conflict resolution and the image together have a strong degree of correlation. The coefficient of determination (R2) of 44.8%, indicating that the changes in the variables of customer loyalty in Surabaya otobus Resource Group are affected by relationship marketing consists of: belief (X1), commitment (X2), communication (X3), conflict resolution (X4), and image (X5) has a considerable influence on customer loyalty otobus Resource Group in Surabaya. Suggestions for further research to the addition of variables that can affect customer loyalty such as quality of service, price, product.