Pengaruh Relationship Marketing Dan Brand Image Terhadap Kepuasan Dan Loyalitas Pelanggan (Survei Terhadap Pelanggan Indihome PT. Telkom, Tbk. Sto Klojen Malang)

Chusnul Khotimah • Suharyono Suharyono • Kadarisman Hidayat

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(Bahasa Indonesia, 8 pages)

Abstract

The purpose of this study is to analyze and explain: the influence of Relationship Marketing on Customer Satisfaction; the influence of Brand Image on Customer Satisfaction; the influence of Customer Satisfaction on Customer Loyalty; the influence of Relationship Marketing on Customer Loyalty; the influence of Brand image on Customer Loyalty. This research applies the explanatory type with quantitative approach. The sample that used for this research are 94 respondents from PT. Telkom, Tbk. STO Klojen customers which chosed by Purposive Sampling method. The data collection that used in this research is survey. The result is analyzed by descriptive analysis and path analysis. The result of this research shows that: Relationship Marketing has significant and positive influence on Customer Satisfaction, Brand Image has significant and positive Influence on Customer Satisfaction, Customer Satisfaction has significant and positive influence on Customer Loyalty, Relationship Marketing has insignificant and negative influence on Customer Loyalty, but indirect effect through customer satisfaction has significant and positive influence, Brand Image has significant and positive influence either directly or indirectly through Customer Satisfaction.

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Journal

Jurnal Administrasi Bisnis S1 Universitas Brawijaya

Jurnal Administrasi Bisnis S1 Universitas Brawijaya merupakan jurnal ilmiah yang memuat artikel b... see more