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All Journal Procuratio : Jurnal Ilmiah Manajemen Kurs : Jurnal Akuntansi, Kewirausahaan dan Bisnis Journal of Applied Business and Technology JUDIKAT: Jurnal Pengabdian Kepada Masyarakat
Pamuji Hari Santoso
Institut Bisnis dan Teknologi Pelita Indonesia
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Journal : Journal of Applied Business and Technology

 1 
RELATIONSHIP OF MARKETING TACTICS ON CONSUMER TRUST AND CONSUMER LOYALTY : THE CASE OF MEGA SANEL LESTARI PEKANBARU Evelyn Wijaya; Suyono Suyono; Pamuji Hari Santoso
Journal of Applied Business and Technology Vol. 1 No. 1 (2020): Journal of Applied Business and Technology
Publisher : Institut Bisnis dan Teknologi Pelita Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (553.799 KB) | DOI: 10.35145/jabt.v1i1.18

Abstract

Maintaining consumer loyalty is the main goal of relationship marketing. This is a way to build a long-term and mutually beneficial relationship between business owners and consumers. This study aimed to analyze the effect of relational marketing on consumer trust and consumer loyalty at Mega Sanel Lestari, Pekanbaru. The population in this study was consumers who made at least a purchase transaction at Mega Sanel Lestari, Pekanbaru with a total sample of 100 respondents. The study used SmartPLS 3 program. The results of the study indicate that relationship marketing and consumer trust have a significant positive effect on consumer loyalty and consumer trust. Consumer trust becomes the dominant variable in building and maintaining Consumer loyalty at Mega Sanel Lestari, Pekanbaru.
Co-Authors Arie Yusnelly Bord Nandre Aprila Dewi Krisna Samita Evelyn Wijaya Jennifer Chandra Okalesa Okalesa Onny Setywan Ria Darmasari Rizaldi Putra Sarli Rahman Sherly The Sherlyn Stevanie Suyono Wiko Rusmansyah