PENGARUH RELATIONSHIP MARKETING DAN CUSTOMER SATISFACTION TERHADAP CUSTOMER LOYALTY PADA PENJUALAN SEPEDA MOTOR HONDA DI PT ENAM TIGA SEJAHTERA TAHUN 2013

Abstrak

Penelitian ini bertujuan untuk mengetahui pengaruh; (1) relationship marketing terhadap customer satisfaction, (2) relationship marketing terhadap customer loyalty, (3) customer satisfaction terhadap customer loyalty, (4) pengaruh relationship marketing terhadap customer loyalty melalui customer satisfaction. Populasi dalam penelitian ini adalah pelanggan yang telah membeli membeli sepeda motor Honda di PT Enam Tiga Sejahtera tahun 2013, jumlah sampel sebanyak 97 responden, dengan teknik pengambilan sampel stratified random sampling. Data dikumpulkan dengan mengunakan teknik dokumentasi dan kuesioner yang dianalisis dengan menggunakan analisis jalur dengan bantuan program SPSS for windows 16.0. Hasil penelitian menunjukkan bahwa; (1) relationship marketing berpengaruh terhadap customer satisfaction, hal ini ditunjukkan oleh thitung = 16,783 > ttabel = 1,661 (2) relationship marketing berpengaruh terhadap customer loyalty, hal ini ditunjukkan dari thitung = 13,547 > ttabel = 1,661 (3) empowering employees berpengaruh signifikan terhadap customer loyalty, hal tersebut ditunjukkan dari nilai thitung = 3,165 < ttabel 1,661 (4) Relationship marketing berpengaruh terhadap customer loyalty secara tidak langsung melalui customer satisfaction. Besarnya pengaruh relationship marketing secara tidak langsung terhadap customer loyalty melalui customer satisfaction yaitu 0,865 x 0,804 = 0,695. Pengaruh langsung antara relationship marketing terhadap customer satisfaction yaitu 0,809 dengan taraf signifikansi 0,000.
Kata Kunci : Relationship Marketing, Customer Satisfaction, Customer Loyalty

This study aims to investigate the influence; (1) relationship marketing on customer satisfaction, (2) relationship marketing on customer loyalty, (3) customer satisfaction to customer loyalty, (4) the effect of relationship marketing on customer loyalty through customer satisfaction. The population in this study is a customer who has purchased a Honda motorcycle purchased in PT Enam Tiga Sejahtera in 2013, the total sample of 97 respondents, the sampling technique stratified random sampling. Data were collected using the techniques of documentation and questionnaires were analyzed using path analysis with SPSS 16.0 for windows.The results showed that; (1) relationship marketing affect customer satisfaction, this is indicated by a = 16.783 tcount > ttable = 1.661 (2) relationship marketing affect customer loyalty, it is shown from tcount = 13.547> ttable = 1.661 (3) empowering employees significantly influence customer loyalty, it is shown from tcount = 3.165 < ttable 1.661 (4) Relationship marketing affect customer loyalty indirectly through customer satisfaction. The magnitude of the effect of indirect relationship marketing on customer loyalty through customer satisfaction is 0.865 x 0.804 = 0.695. The direct effect between relationship marketing to customer satisfaction is 0.809 with a significance level of 0.000.
keyword : Relationship Marketing, Customer Satisfaction, Customer Loyalty