PENGARUH RELATIONSHIP MARKETING (RM) TERHADAP CUSTOMER LOYALTY DI PERPUSTAKAAN STIE PERBANAS SURABAYA

Shirley Alifta Anestesia, 071116003 (2015) PENGARUH RELATIONSHIP MARKETING (RM) TERHADAP CUSTOMER LOYALTY DI PERPUSTAKAAN STIE PERBANAS SURABAYA. Skripsi thesis, UNIVERSITAS AIRLANGGA.

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Official URL: http://lib.unair.ac.id

Abstract

Relationship Marketing merupakan kesatuan proses dan strategi pengelolaan hubungan pada pengguna yang dilakukan oleh suatu perusahaan atau organisasi baik profit maupun nonprofit dalam memasarkan produknya untuk meningkatkan kepuasan dan pertumbuhan jangka panjang tidak terkecuali pula dengan perpustakaan. Perpustakaan sebagai organisasi nonprofit juga menerapkan relationship marketing dalam pemasaran jasanya agar pengguna semakin loyal dan dapat mempertahankan eksistensinya di tengah persaingan global. Penelitian ini menggunakan pada 3 pendekatan yaitu customer value, customer satisfaction, dan interaksi yang ada perpustakaan STIE Perbanas Surabaya, yang bertujuan untuk mengetahui ada tidaknya pengaruh relationship marketing terhadap customer loyalty di perpustakaan STIE Perbanas Surabaya. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah purposive samping dengan metode kuantitatif eksplanatif. Relationship marketing yang diteliti dalam penelitian ini dihitung melalui analisis regresi linier sederhana dan pengujian hipotesis menggunakan uji t yang menunjukkan bahwa relationship marketing berpengaruh secara signifikan terhadap customer loyalty dengan t hitung > t tabel (7,598 > 1,661) Selain itu korelasi parsial (R) yang dihasilkan adalah 0,609 sehingga dapat disimpulkan jika hubungan antara relationship marketing dan customer loyalty adalah kuat. Pengaruh relationship marketing terhadap loyalitas adalah sebesar 37,1% dan sisanya dipengaruhi oleh faktor lain. Translation: Relationship Marketing is a unit of process and relationship management strategies to the user which is done by a company or both profit and nonprofit organizations in marketing their products to increase customer satisfaction and long-term growth included a library. Library as a nonprofit organization is also implementing relationship marketing in marketing its services to let users be more loyal and can maintain its existence in the middle of global competition. This study uses three approaches, namely customer value, customer satisfaction, and the interaction in the library of Perbanas Surabaya, which aim to determine whether there is influence of relationship marketing on customer loyalty in the library of STIE Perbanas Surabaya. The sampling technique used in this research is purposive sampling with explanatory quantitative methods. Relationship marketing which is examined in this study was calculated through simple linear regression analysis and hypothesis testing using t-test which shows that the relationship marketing significantly influences customer loyalty with t count > t table (7.598 > 1.661). Beside that, the partial correlation (R) generated is 0.609 so that it can be concluded if the relationship between relationship marketing and customer loyalty is strong. The influence of relationship marketing loyalty amounted to 37.1%, and the rest is influenced by other factors.

Item Type: Thesis (Skripsi)
Additional Information: KKB KK-2 Fis IIP. 28/15 Ane p
Uncontrolled Keywords: RELATIONSHIP MARKETING; CUSTOMER LOYALTY
Subjects: H Social Sciences > HF Commerce > HF5410-5417.5 Marketing. Distribution of products
Z Bibliography. Library Science. Information Resources > Z719 Libraries (General)
Divisions: 07. Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Informasi dan Perpustakaan
Creators:
CreatorsNIM/NIDN
Shirley Alifta Anestesia, 071116003UNSPECIFIED
Contributors:
ContributionNameNIDN/NIDK/NUP
ContributorKoko Srimulyo, Drs., M.SiUNSPECIFIED
Depositing User: Tn Yusuf Jailani
Date Deposited: 02 Sep 2015 12:00
Last Modified: 05 Oct 2016 06:21
URI: http://repository.unair.ac.id/id/eprint/17684
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