Analisis Relationship Marketing, Trust, dan Customer Value terhadap Loyalitas Pelanggan pada Toko Indah Bordir Sidoarjo
DOI:
https://doi.org/10.47134/innovative.v1i1.81Keywords:
relationship marketing, trust, customer value, loyalitas pelangganAbstract
Di era globalisasi seperti sekarang ini, banyak persaingan-persaingan usaha di bidang jasa maupun usaha manufaktur. Para pesaing selalu bertambah seiring perkembangan teknologi yang semakin canggih. Dengan adanya persaingan tersebut maka banyak perusahaan berlomba-lomba menarik konsumen agar produk/jasa yang ditawarkan laris di pasar. Disaat usaha-usaha yang sedang tumbuh dan berkembang agar dapat bertahan pada persaingan ini pelaku usaha harus memberikan sesuatu yang dibutuhkan konsumen yaitu dengan cara melalui sistem pemasaran. Tujuan penelitian ini adalah Untuk mengetahui relationship marketing, trust dan customer value berpengaruh secara simultan terhadap loyalitas. Dalam penelitian ini pendekatan yang digunakan adalah pendekatan kuantitatif, karena penelitian ini disajikan dengan data angka-angka. Hal ini sesuai dengan apa yang dikemukakan Kasiran bahwa penelitian kuantitatif adalah suatu proses menemukan pengetahuan yang menggunakan data berupa angka sebagai alat untuk menganalisis mengenai apa saja yang ingin diketahui. Hasil penelitian ini menunjukkan bahwa Relationship marketing,trust, dan customer value memiliki pengaruh secara parsial maupun simultan terhadap Loyalitas pelanggan di Indah Bordir Sidoarjo. Dengan demikian dapat dinyatakan bahwa setiap peningkatan nilai variabel relationship marketing, trust dan customer value secara bersama-sama akan meningkatkan nilai loyalitas pelanggan.
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