Abstract

Abstrak

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Penelitian ini bertujuan untuk mengetahui pengaruh secara parsial dan simultan variabel kepercayaan, komitmen, komunikasi dan penanganan keluhan terhadap loyalitas pelanggan katering Prima Semarang. Populasi penelitian sebesar 113 pelanggan. Setelah dilakukan tinjauan pustaka dan penyusunan hipotesis, data dikumpulkan melalui metode kuesioner terhadap 54 responden pelanggan katering Prima yang diperoleh dengan menggunakan teknik purposive sampling. Terbukti ke empat dimensi relationship marketing secara parsial dan simultan berpengaruh signifikan dan positif terhadap loyalitas pelanggan.

 

Abstract

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This study aimed to investigate the effect of partially and simultaneous variable trust, commitment, communication and conflict handling toward loyalty customer Prima catering. Population of the research are for 113 customers. After revies of the literature and formulations of hypotheses, data collected through questionnire method on 54 customers of Prima catering respondents obtained by using purposive sampling technique. Conclusions from this research is proven four dimensions  of relationship marketing partially and  simultaneously have a significant and positive impact on customer loyalty Prima catering.