Peran Relationship Marketing (Pemasaran Hubungan) Dalam Menciptakan Loyalitas Pelanggan Pemasang Iklan Pada Perusahaan Penerbit Media Cetak

Tamtama, Noviadry Nur and , Dr. Anton Agus Setiawan, SE, M.Si, and , Drs. M. Farid Wajdi, MM., Ph.D (2017) Peran Relationship Marketing (Pemasaran Hubungan) Dalam Menciptakan Loyalitas Pelanggan Pemasang Iklan Pada Perusahaan Penerbit Media Cetak. Thesis thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Loyal customers are absolutely necessary for print media publishing companies. This study aims to analyze the influence of relationship marketing in creating customer loyalty. The research begins with the observation of companies conducting ad campaigns in print media and book study on books and journals on Relationship Marketing and Customer Loyalty. This research population is a company that has done advertising campaign in print media. The sample of this research is 109 respondents taken from companies active in promotion of print media advertisement with probability sampling. This research uses descriptive statistics with Multiple Linear Regression to prove the influence of independent variables Relationship Marketing to the dependent variable Customer Loyalty. The result of the research conclude that Relationship Marketing variables have positive and significant influence to Customer Loyalty. The results of this study strengthen previous research conducted by Andreas Leverin and Veronica Liljander (2006) on the influence of Relationship Marketing on Customer Loyalty. Keywords: relationship marketing, customer relationship satisfaction, customer relationship enhancement, customer loyalty.

Item Type:	Karya ilmiah (Thesis)
Uncontrolled Keywords:	relationship marketing, customer relationship satisfaction, customer relationship enhancement, customer loyalty.
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Fakultas Pasca Sarjana > Magister Manajemen
Depositing User:	Unnamed user with username p100150032
Date Deposited:	19 Aug 2017 06:24
Last Modified:	19 Aug 2017 06:24
URI:	http://eprints.ums.ac.id/id/eprint/55729

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