PENGARUH PEMASARAN RELASIONAL NILAI PELANGGAN DAN KUALITAS PELAYANAN TERHADAP LOYALITAS KONSUMEN PADA TOKO SUMBER HANYAR PENAJAM PASER UTARA

Abstract

The aim of the research is to determine and analyze the influence of relationship marketing, customer value and service quality on customer loyalty at the Sumber Hanyar Penajam Paser Utara Store. To determine and analyze the influence of relationship marketing, customer value and service quality simultaneously on customer loyalty at the Sumber Hanyar Penajam Paser Utara Store.

The theoretical basis of this research consists of marketing management, relational marketing, customer value and service quality and consumer loyalty. Primary data collection techniques. Primary data in this study were obtained from questionnaires filled out by respondents directly and observations made by researchers.

The results of the study found that relational marketing has a positive and significant effect on consumer loyalty at the hanyar source store. The source hanyar shop makes consumers satisfied where consumer communication with the store runs smoothly and satisfies consumers about the information submitted. Customer value has a positive and significant effect on consumer loyalty at the source hanyar store. consumers feel happy to shop at the source hanyar store where customers also get cheaper product prices and already have consumer quality standards. Service quality has a positive and significant effect on consumer loyalty at the source hanyar store. Consumers get services that are in accordance with what is expected, and consumers get security guarantees and employees are willing to help customers. Relationship Marketing, Customer Value and Service Quality have a positive and significant effect on consumer loyalty. the test results obtained the calculated F value of 14,160 with a significance of 0.00. Because the significance value is smaller than 0.05 (0.00 <0.05) and F count is greater than F table which has a value of 2.70.