RISYATI, RISYATI (2017) PENGARUH RELATIONSHIP MARKETING, CUSTOMER TRUST DAN PROMOSI DAGANG PADA LOYALITAS PELANGGAN PT. ADITAMA GRAHA LESTARI. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Tujuan dari penelitian ini adalah untuk mengetahui pengaruh relationship marketing, customer trust dan promosi dagang terhadap loyalitas pelanggan PT. Aditama Graha Lestari, dimana produk yang diproduksi dan dijual adalah produk rangka baja ringan untuk bangunan (plafon, sekat dinding, rangka atap dan acessories pendukungnya).Penelitian ini di latar belakangi adanya globalisasi ekonomi yang berpengaruh pada tingginya kompetisi dalam dunia usaha atau bisnis karena bebasnya produk internasional masuk ke pasar lokal dan sebaliknya. Penelitian ini menggunakan metode survey dengan kuesioner. Populasi dalam penelitian ini adalah seluruh pelanggan PT. Aditama Graha Lestari di Jabodetabek, dan sampelnya adalah pelanggan yang melakukan pembelian secara rutin dan berulang.Dalam penelitian ini digunakan 130 sampel dengan metode purposive sampling (terhadap pelanggan yang secara rutin melakukan pembelian). Pengukuran tanggapan responden terhadap kuesioner dengan menggunakan 5 jenjang skala Likert. Data yang telah terkumpul diuji konsistensi dan kecermatan alat ukurnya melalui uji validitas dan uji reliabilitas serta mendapatkan analisis hasil penelitian yang diolah dengan menggunakan program structural equations modeling (SEM). Hasil dalam penelitian ini menunjukkan bahwa variabel relationship marketing dan customer trust berpengaruh positif tetapi tidak signifikan namun variabel promosi dagang berpengaruh positif dan signifikan terhadap loyalitas pelanggan PT. Aditama Graha Lesatri.The purpose of this study is to determine the effect of relationship marketing,customer trust and trade promotion of customer loyalty PT. Aditama Graha Lestari, where the products are manufactured and sold are light steel frame products for buildings (ceiling frame, wall frame, roof frame and supporting acessories). This research is in the background of the economic globalization which influences the high competition in the business world or business because the free of international product goes to local market and vice versa.This research used survey method with questionnaire. The population in this study is all customers of PT. Aditama Graha Lestari in Jabodetabek, and the samples are customers who make regular and repeat purchases. In this study used 130 samples by purposive sampling method (to customers who routinely make a purchase). Measurement of responses of respondents to the questionnaire by using 5 levels Ordinal scale. The collected data is tested consistency and accuracy of the measuring instrument through validity test and reliability test and get analysis of research result that is processed by using structural equations modeling (SEM) program. The results in this study indicate that relationship marketing and customer trust variable have positive but not significant but trade promotion variables have positive and significant influence on customer loyalty of PT. Aditama Graha Lesatri.
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 17 467 |
| NIM/NIDN Creators: | 43113110181 |
| Uncontrolled Keywords: | relationship marketing, customer trust, promosi dagang dan loyalitas pelanggan. |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | NAJLA |
| Date Deposited: | 06 Mar 2024 04:26 |
| Last Modified: | 06 Mar 2024 04:26 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/86844 |
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