ANALISIS KINERJA CONTINUITY MARKETING TERHADAP LOYALITAS PELANGGAN : Survei pada pelanggan surat kabar Pikiran Rakyat pemegang membership card PR readers club di Kota Bandung

• Main Author: Vinalia, - (Author)
• Format: Book
• Published: 2014-01-28.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata
• Notes: http://repository.upi.edu/11101/1/S_MBS_0906129_Title.pdf; http://repository.upi.edu/11101/2/S_MBS_0906129_Abstract.pdf; http://repository.upi.edu/11101/3/S_MBS_0906129_Table%20of%20Content.pdf; http://repository.upi.edu/11101/4/S_MBS_0906129_Chapter1.pdf; http://repository.upi.edu/11101/5/S_MBS_0906129_Chapter2.pdf; http://repository.upi.edu/11101/6/S_MBS_0906129_Chapter3.pdf; http://repository.upi.edu/11101/7/S_MBS_0906129_Chapter4.pdf; http://repository.upi.edu/11101/8/S_MBS_0906129_Chapter5.pdf; http://repository.upi.edu/11101/9/S_MBS_0906129_Bibliography.pdf; http://repository.upi.edu/11101/10/S_MBS_0906129_Appendix1.pdf; http://repository.upi.edu/11101/11/S_MBS_0906129_Appendix2.pdf; http://repository.upi.edu/11101/12/S_MBS_0906129_Appendix3.pdf; http://repository.upi.edu/11101/13/S_MBS_0906129_Appendix4.pdf; http://repository.upi.edu/11101/15/S_MBS_0906129_Appendix5.pdf; http://repository.upi.edu/11101/16/S_MBS_0906129_Appendix6.pdf; http://repository.upi.edu/11101/17/S_MBS_0906129_Appendix7.pdf; http://repository.upi.edu/11101/18/S_MBS_0906129_Appendix8.pdf; http://repository.upi.edu/11101/19/S_MBS_0906129_Appendix9.pdf; http://repository.upi.edu/11101/20/S_MBS_0906129_Appendix10.pdf; http://repository.upi.edu/11101/21/S_MBS_0906129_Appendix11.pdf; http://repository.upi.edu/11101/22/S_MBS_0906129_Appendix12.pdf; http://repository.upi.edu/11101/23/S_MBS_0906129_Appendix14.pdf; http://repository.upi.edu/11101/24/S_MBS_0906129_Appendix15.pdf; http://repository.upi.edu/11101/25/S_MBS_0906129_Appendix16.pdf; http://repository.upi.edu/11101/26/S_MBS_0906129_Appendix17.pdf; http://repository.upi.edu/11101/27/S_MBS_0906129_Appendix18.pdf
• Keywords: H Social Sciences (General); HB Economic Theory; HG Finance

Meningkatnya kemajuan teknologi yang menyediakan informasi melalui media elektronik dan online serta adanya faktor persaingan harga antar industri surat kabar berdampak pada menurunnya jumlah konsumen, salah satunya Pikiran Rakyat. Hal tersebut membuat surat kabar Pikiran Rakyat menciptakan strategi untuk meningkatkan loyalitas pelanggan, salah satunya dengan program membership card PR readers club. Penelitian ini bertujuan untuk 1) memperoleh temuan mengenai kinerja continuity marketing yang dirasakan pelanggan surat kabar Pikiran Rakyat, 2) memperoleh temuan mengenai loyalitas pelanggan pada surat kabar Pikiran Rakyat, 3) memperoleh temuan mengenai seberapa besar pengaruh kinerja continuity marketing terhadap loyalitas pelanggan surat kabar Pikiran Rakyat baik secara simultan maupun parsial. Objek penelitian ini adalah pelanggan surat kabar Pikiran rakyat pemegang membership card PR readers club. Variabel eksogen dalam penelitian ini adalah continuity marketing dan variabel endogen yaitu loyalitas pelanggan dengan jenis penelitian yang digunakan adalah deskriptif, verifikatif, dan metode yang digunakan adalah explanatory survey dengan teknik simple random sampling dengan jumlah sampel 100 responden. Teknik analisa data yang digunakan adalah path analysis dengan alat bantu software komputer SPSS 21.0 for windows. Hasil yang diperoleh dalam penelitian menyatakan bahwa continuity marketing berpengaruh terhadap loyalitas pelanggan sebesar 26,7%. Dari hasil penelitian terhadap pengujian hipotesis dapat diketahui bahwa continuity marketing memiliki pengaruh yang positif terhadap loyalitas pelanggan. Namun ada faktor lain yang dapat mempengaruhi loyalitas pelanggan selain continuity marketing, seperti harga, merek, dan lainnya. Sehingga direkomendasikan untuk penelitian selanjutnya. Kata kunci: continuity marketing, loyalitas pelanggan Increasing advances in technology that provide information through electronic and online media as well as the factor of price competition between the newspaper industry decrease the number of consumers, one of them is Pikiran Rakyat. This makes the Pikiran Rakyat newspaper creates strategies to increase customer loyalty , one with a program membership card PR readers club. This study aims to 1) obtain findings on the performance of customer perceived continuity marketing of Pikiran Rakyat newspaper, 2) obtain findings on customer loyalty in the Pikiran Rakyat newspaper, 3) obtain findings on how much influence the performance of continuity marketing on loyalty of Pikiran Rakyat newspaper's customer newspaper either simultaneously or partially. The object of this study is customer of Pikiran Rakyat newspaper membership card PR readers club's holder. Exogenous variable in this study is the continuity marketing and the endogenous variables is customer loyalty with this type of research is descriptive, verification, and the method used is explanatory survey by simple random sampling with a 100 respondent of sample size. Data analysis technique used is the path analysis with SPSS 21.0 software for Windows computers. The results obtained in the study stated that the continuity marketing effect on customer loyalty by 26,7 %. From the results of research to test the hypothesis can be seen that the continuity marketing has a positive effect on customer loyalty . But there are other factors that can affect customer loyalty marketing in addition to continuity, such as price, bran , and others. Therefore recommended for further study. Keyword : continuity marketing, customer loyalty