Shirley Alifta Anestesia (2015) Pengaruh Relationship Marketing (RM) Terhadap Customer Loyalty Di Perpustakaan STIE Perbanas Surabaya. Skripsi thesis, UNIVERSITAS AIRLANGGA.

	Text (FULL TEXT) Binder1anestesias.pdf Restricted to Registered users only Download (1MB) | Request a copy
Preview	Text (ABSTRAK) gdlhub-gdl-s1-2015-anestesias-38167-6.abstr-k.pdf Download (219kB) | Preview
	Text (1. HALAMANJUDUL) 1. HALAMAN JUDUL.pdf Download (355kB)
	Text (2. ABSTRAK) 2. ABSTRAK.pdf Download (253kB)
	Text (3. DAFTAR ISI) 3. DAFTAR ISI.pdf Download (238kB)
	Text (4. BAB I PENDAHULUAN) 4. BAB I PENDAHULUAN.pdf Download (232kB)
	Text (5. BAB II GAMBARAN UMUM) 5. BAB II GAMBARAN UMUM.pdf Restricted to Registered users only Download (136kB) | Request a copy
	Text (6. BAB II PENYAJIAN DATA) 6. BAB III PENYAJIAN DATA.pdf Restricted to Registered users only Download (254kB) | Request a copy
	Text (7. BAB IV INTERPRETASI DATA) 7. BAB IV INTERPRETASI DATA.pdf Restricted to Registered users only Download (113kB) | Request a copy
	Text (8. BAB V KESIMPULAN DAN SARAN) 8. BAB V KESIMPULAN DAN SARAN.pdf Restricted to Registered users only Download (92kB) | Request a copy
	Text (9. DAFTAR PUSTAKA) 9. DAFTAR PUSTAKA.pdf Download (91kB)
	Text (10. LAMIRAN) 10. LAMPIRAN.pdf Restricted to Registered users only Download (500kB) | Request a copy

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.

Actions (login required)

View Item