Pengaruh relationship marketing terhadap loyalitas pelanggan melalui kepuasan pelanggan (studi pada anggota Koperasi Mahasiswa Universitas Negeri Malang) / Muhammad Afifuddin

Afifuddin, Muhammad (2019) Pengaruh relationship marketing terhadap loyalitas pelanggan melalui kepuasan pelanggan (studi pada anggota Koperasi Mahasiswa Universitas Negeri Malang) / Muhammad Afifuddin. Diploma thesis, Universitas Negeri Malang.

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Abstract

ABSTRAK Afifuddin, Muhammad 2019. Pengaruh Relationship Marketing Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan (Studi Pada Koperasi Mahasiswa Universitas Negeri Malang). Skripsi, Jurusan Manajemen, Fakultas Ekonomi, Universitas Negeri Malang. Pembimbing: Dr. Titis Shinta Dhewi , S.P, M.M. Kata Kunci : Relationship marketing, Kepuasan Pelanggan, Loyalitas Pelanggan Dewasa ini perkembangan dunia bisnis membuat semakin ketatnya tingkat persaingan terutama dalam sektor jasa. Berbicara tentang persaingan selain manajemen yang baik perusahaan membutuhkan hubungan dengan pelanggan yang baik, salah satunya yaitu Kopma UM. Banyak perusahaan yang menggunakan strategi Relationship Marketing karena bagi perusahaan, pelanggan merupakan kunci keberhasilan perusahaan dalam pasar bisnis. Hal ini akan menciptakan pembelian secara berulang terhadap anggota Kopma UM. Tujuan dalam penelitian ini untuk mengetahui: (1) Deskripsi dari relationship marketing, kepuasan pelanggan dan loyalitas Pelanggan; (2) Pengaruh langsung relationship marketing terhadap loyalitas Pelanggan; (3) Pengaruh langsung relationship marketing terhadap kepuasan pelanggan; (4) Pengaruh langsung kepuasan pelanggan terhadap loyalitas Pelanggan; (5) Pengaruh tidak langsung relationship marketing terhadap loyalitas Pelanggan melalui kepuasan pelanggan. Pendekatan yang digunakan dalam penelitian ini adalah kuantitatif dengan jenis penelitian deskriptif dan eksplanatori. Populasi dalam penelitian ini adalah Anggota Koperasi Mahasiswa Universitas Negeri Malang Angkatan 2015 – 2017 yang pernah berbelanja di minimarket Kopma UM dengan jumlah populasi 1.112 responden sehingga populasi yang digunakan finite. Sampel yang didapat dalam penelitian ini sebanyak 109 responden. Teknik sampling dalam penelitian ini menggunakan proposional sampling. Sementara teknik analisis data yang digunakan menggunakan Partial Least Squared Path Modeling (PLS-PM). Hasil uji PLS menunjukan bahwa: (1) Terdapat pengaruh langsung positif dan signifikan relationship marketing terhadap loyalitas Pelanggan; (2) Terdapat pengaruh langsung positif dan signifikan relationship marketing terhadap kepuasan pelanggan. (3) Terdapat pengaruh langsung positif dan signifikan kepuasan pelanggan terhadap loyalitas Pelanggan (4) Terdapat pengaruh langsung dan tidak langsung positif dan signifikan relationship marketing terhadap loyalitas Pelanggan melalui kepuasan pelanggan. Berdasarkan hasil penelitian yang didapatkan maka peneliti memberikan saran yaitu Kopma UM diharapkan meningkatkan pelayanan ke anggota berupa fasilitas supaya terjalinnya hubungan pemasaran. Pengukuran ini ditujukan untuk anggota Kopma UM diharapkan penelitian selanjutnya mengukur semua pelanggan. ABSTRACT Afifuddin, Muhammad 2019. Effects of Relationship Marketing on Consumer Loyalty Through Consumer Satisfaction (Study on Student Cooperatives at the State University of Malang). Sarjana’s thesis, Department of Management, Faculty of Economics, Universitas Negeri Malang. Advisor: Dr. Titis Shinta Dhewi, S.P, M.M. Keywords : Relationship marketing, Consumer Satisfaction, Consumer Loyalty Today the development of the business world has made the level of competition more intense, especially in the service sector. Talking about competition in addition to good management the company needs good Consumer relations, one of which is Kopma UM. Many companies use the Relationship Marketing strategy because for companies, Consumers are the key to the company's success in the business market. This will create repeated purchases of members Kopma UM. The purpose of this research is to find out: (1) Description of relationship marketing, Consumer satisfaction and Consumer loyalty; (2) The magnitude of the direct influence of relationship marketing on consumer loyalty; (3) The magnitude of the direct influence of relationship marketing on Consumer satisfaction; (4) The magnitude of the direct effect of Consumer satisfaction on consumer loyalty; (5) The magnitude of indirect and indirect effects of relationship marketing on consumer loyalty through Consumer satisfaction. The approach used in this research is quantitative with descriptive and explanatory types of research. The population in this study were members of the Malang State University Student Cooperative Force 2015 - 2017 who had shopped at the Kopma UM minimarket with a population of 1,112 respondents so that the population used was finite. The samples obtained in this study were 109 respondents. The sampling technique in this study uses proportional sampling. While the data analysis techniques used are using Partial Least Squared Path Modeling (PLS-PM). The PLS test results show that: (1) There is a positive and significant direct effect of relationship marketing on consumer loyalty; (2) There is a positive and significant direct effect of relationship marketing on Consumer satisfaction. (3) There is a positive and significant direct effect of Consumer satisfaction on consumer loyalty. (4) There is a positive and significant direct and indirect effect of relationship marketing on Consumer loyalty through Consumer satisfaction. Based on the results of the research obtained, the researchers giving advice, namely Kopma UM, are expected to improve service to members in the form of facilities so that the relationship of marketing is established. This measurement is intended for UM Kopma members. It is expected that further research will measure all customers.

Item Type: Thesis (Diploma)
Subjects: ?? ??
Divisions: Fakultas Ekonomi (FE) > Jurusan Manajemen (MNJ) > S1 Manajemen
Depositing User: Users 2 not found.
Date Deposited: 05 Aug 2019 04:29
Last Modified: 09 Sep 2019 03:00
URI: http://repository.um.ac.id/id/eprint/97191

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