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All Journal Al Kalam : Jurnal Komunikasi, Bisnis dan Manajemen
Annisa Paramaswary Aslam
Program Studi Manajemen FEB Universitas Negeri Makassar
Economics, Econometrics & Finance Social Sciences

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PENGARUH PEMASARAN RELASIONAL TERHADAP LOYALITAS MELALUI KOMITMEN PELANGGAN PADA SEKTOR OFFICE RENT DI PT. FAJAR GRAHA PENA MAKASSAR Rusydi Amin; Annisa Paramaswary Aslam; Rahmat Riwayat Abadi; Isma Azis Riu; Nurul Fadilah Aswar
Al-KALAM : JURNAL KOMUNIKASI, BISNIS DAN MANAJEMEN Vol 13 No 2 (2026)
Publisher : Universitas Islam Kalimantan Muhammad Arsyad Al Banjari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31602/al-kalam.v13i2.23928

Abstract

This study analyzes the effect of relationship marketing on customer loyalty through customer commitment among tenants of PT. Fajar Graha Pena Makassar. This study uses a quantitative survey approach. The population consists of 49 tenants, all of whom were selected using saturated sampling. Data were collected using a Likert-scale questionnaire and analyzed using path analysis and PROCESS Macro Model 4 bootstrapping with SPSS. The results show that relationship marketing has a positive and significant effect on customer commitment, while customer commitment has a positive and significant effect on customer loyalty. Relationship marketing does not have a significant Direct effect on customer loyalty, but it has an inDirect effect through customer commitment as a full mediator. These findings indicate that tenant loyalty is formed through commitment developed from relational service quality.
Co-Authors Isma Azis Riu Nurul Fadilah Aswar Rahmat Riwayat Abadi Rusydi Amin