THE EFFECT OF RELATIONSHIP MARKETING AND BRAND IMAGE ON CUSTOMER LOYALTY (CASE OF ASTINET BUSINESS CUSTOMER PT TELKOM WITEL MAKASSAR)
| Main Authors: | Qalby, Andi Nur, Munir, Abdul Razak, Jusni, Jusni |
|---|---|
| Format: | Article info application/pdf |
| Bahasa: | eng |
| Terbitan: |
Master of Management, Faculty of Economics and Business, Hasanuddin University
, 2018
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| Online Access: |
http://feb.unhas.ac.id/jurnal/index.php/hjabe/article/view/76 http://feb.unhas.ac.id/jurnal/index.php/hjabe/article/view/76/45 |
Daftar Isi:
- Marketing is an activity that can penetrate space and time. This study aims to determine to know the influence of Relationship Marketing and Brand Image Against Customer Loyalty at PT Telkom Witel Makassar. This type of research is causal (causal relationship research), which is trying to find the relationship of influence between relationship marketing and brand image with customer satisfaction and loyalty ASTINet users. The results showed that Relationship marketing and Brand image have positive and significant impact on customer satisfaction. Relationship marketing and Brand image also show a positive and significant influence on customer satisfaction customer loyalty. Likewise with customer satisfaction that menunukkan positive and significant influence on customer loyalty. Keywords: Relationship marketing, Brand image, customer satisfaction, customer loyalty
- Pemasaran merupakan sebuah aktivitas yang mampu menembus ruang dan waktu. Penelitian ini bertujuan untuk mengetahui untuk mengetahui Pengaruh Relationship Marketing dan Brand Image Terhadap Loyalitas Pelanggan pada PT Telkom Witel Makassar. Jenis penelitian adalah kausal (causal relationship research), yaitu berusaha mencari hubungan pengaruh antara relationship marketing dan brand image dengan kepuasan dan loyalitas konsumen pengguna ASTINet. Hasil penelitian menunjukkan bahwa Relationship marketing dan Brand image berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Relationship marketing dan Brand image juga menunjukkan pengaruh positif dan signifikan terhadap kepuasan pelanggan loyalitas pelanggan. Begitupun dengan kepuasan pelanggan yang menunukkan pengaruh positif dan signifikan terhadap loyalitas pelanggan.