PENGARUH RELATIONSHIP MARKETING TERHADAP LOYALITAS AUTHORIZED DEALER HOLCIM: (Sensus Terhadap Authorized Dealer Holcim Di Bandung )

• Main Author: Hermawan, Indra (Author)
• Format: Book
• Published: 2015-11-19.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata
• Notes: http://repository.upi.edu/22891/1/S_PEM_1006333_Title.pdf; http://repository.upi.edu/22891/2/S_PEM_1006333_Abstract.pdf; http://repository.upi.edu/22891/3/S_PEM_1006333_Table_of_content.pdf; http://repository.upi.edu/22891/4/S_PEM_1006333_Chapter1.pdf; http://repository.upi.edu/22891/5/S_PEM_1006333_Chapter2.pdf; http://repository.upi.edu/22891/6/S_PEM_1006333_Chapter3.pdf; http://repository.upi.edu/22891/7/S_PEM_1006333_Chapter4.pdf; http://repository.upi.edu/22891/8/S_PEM_1006333_Chapter5.pdf; http://repository.upi.edu/22891/9/S_PEM_1006333_Bibliography.pdf; http://repository.upi.edu/22891/10/S_PEM_1006333_Appendix.pdf
• Keywords: HD28 Management. Industrial Management; HD61 Risk Management; L Education (General)

Penelitian ini bertujuan untuk mengetahui gambaran mengenai relationship marketing dan loyalitas authorized dealer holcim yang berada di Bandung , serta bagaimana pengaruh relationship marketing terhadap loyalitas authorized dealer holcim yang berada di Bandung. Penelitian ini menggunakan metode deskriptif dan verifikatif.Jumlah responden dalam penelitian ini adalah 47 orang, teknik pengambilan sampel yang digunakan adalah sampling jenuh.Teknik analisis yang digunakan adalah koefisien korelasi Pearson's product moment dan analisis regresi sederhana.Pengujian hipotesis dengan menggunakan uji t untuk melihat pengaruh parsial. Hasil penelitian menunjukan bahwa relationship marketingdan loyalitas berada pada kategori kuat dan sedang. Hasil perhitungan korelasi, variabel relationship marketing(X) memiliki hubungan yang positif dengan klasifikasi sedang dengan variabel loyalitas (Y). Hasil perhitungan analisis regresi sederhana diketahui bahwa 55,1% loyalitas authorized dealer holcim dipengaruhi olehrelationship marketing. Selanjutnya sisanya (100% - 55,1% = 45,9%) dipengaruhi oleh faktor-faktor lain yang tidak diteliti oleh penulis. Kata Kunci: Relationship Marketing, Loyalitas, Dealer Holcim This study aims to describe relationship marketing and loyality authorized dealer holcim in Bandung and influence of relationship marketing to loyality authorized dealer holcim in Bandun . This research uses descriptive and verification methods. The number of samples in this study were 47 people, and the sampling technique used wasoverfull samling . The analysis technique used is the Pearson's product moment correlation coefficient and simple regression analysis. Hypothesis testing using t-test to see the effect of partially. The results showed that relationship marketing and loyality are locates in the moderate category. The result of correlation calculations, relationship marketing variable (X)have a positive relationship with a moderate classification with loyality variable (Y). Calculation results obtained simple regression analysis, relationship marketing (X) can be effect loyality (Y) was 55,1%, while the remaining 45,9% is influenced by another factors that were not observed. Keyword : Relationship Marketing , Loyality