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Pengaruh Implementasi Relationship Marketing Terhadap Kepuasan Dan Loyalitas Konsumen (studi Kasus Pada Rumah Makan Sushi Yatai Di Makassar)
| Content Provider | Semantic Scholar |
|---|---|
| Author | Pradana, Putra Ardiana Rangga Darma, Sujiwo |
| Copyright Year | 2013 |
| Abstract | Implementation of Relationship Marketing Effect Againts Costumer Satisfaction and Loyalty (Case Study on Sushi Yatai Restaurant in Makassar) Sujiwo Darma Putra Pradana Prof. Dr. H. Muhammad Asdar. SE., M.Si Dr. Hj. Djumidah Maming. SE., M.Si This study aimed to determine whether relationship marketing which consists of understanding customer expectation, partnership building service, total quality management, and employes emopwering affect the customer satisfaction and loyalty. In addition, this study also aimed to explore the variables of relationship marketing that most affect the customer satisfaction and loyalty. The data used in this study were obtained from questionnaires (primary) and direct interviews with food consumers Yatai Sushi in Makassar. The analysis technique used is multiple regression analysis using hypothesis testing, the F test and t test. The results showed that simultaneous and independent variables consisting partially of understanding customer expectation (X1), building service partnership (X2), total quality management (X3), and empowering employes (X4) significantly influence consumer satisfaction variables (Y1) and customer loyalty (Y2). Building service partnerships possess the regression coefficient is positive or the most influence on customer satisfaction and loyalty. From these results obtained by the coefficient of determination (R Square) of 0574, this shows that the independent variables are understanding customer expectation (X1), building service partnership (X2), total quality management (X3), and empowering employes (X4) influential large enough to customer satisfaction by 81%, and consumer loyalty rate of 72.8%, while the rest are influenced by variables not examined in this study. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://repository.unhas.ac.id/bitstream/handle/123456789/5881/PENGARUH%20IMPLEMNTASI%20RELATIONSHIP%20MARKETING%20TERHADAP%20KEPUASAN%20DAN%20LOYALITAS%20KONSUMEN%20(STUDI%20KASUS%20PADA%20RUMAH%20MAKAN%20SUSHI%20YATAI%20DI%20MAKASSAR).pdf?sequence=1 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
