Pengaruh Relationship Marketing dan Kepuasan Terhadap Loyalitas Pelanggan Pada Bisnis Kuliner

Sari, Delia Tridayana and , Anton Agus Setyawan, SE., M.Si., (2020) Pengaruh Relationship Marketing dan Kepuasan Terhadap Loyalitas Pelanggan Pada Bisnis Kuliner. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to determine the effect of relationship marketing and satisfaction on customer loyalty in the culinary business. This study used a sample of 150 respondents. The sampling method uses purposive sampling and the data used are primary data in the form of questionnaires. Data analysis method used is multiple linear regression analysis using several variables, Relationship marketing and customer satisfaction. The results showed that relationship marketing has a positive and significant effect on customer loyalty with a significance value of 0.004 less than 0.05. Satisfaction has a positive and significant effect on customer loyalty with a significance value of 0,000 less than 0.05. R Square value of 0.531 indicates that Relationship Marketing and Satisfaction in explaining customer loyalty of 53.1% while the remaining 46.9% is explained by other variables outside the model.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	loyalitas pelanggan Relationship marketing, kepuasan pelanggan.
Subjects:	H Social Sciences > HT Communities. Classes. Races
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	DELIA TRIDAYANA SARI
Date Deposited:	11 Aug 2020 02:23
Last Modified:	11 Aug 2020 02:23
URI:	http://eprints.ums.ac.id/id/eprint/84317

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