PENGARUH RELATIONSHIP MARKETING TERHADAP LOYALITAS DAN KEPUASAN PELANGGAN PT WIRA BETON PEKANBARU - Yanti Mayasari Ginting; Mutiara Dewi (Institut Bisnis dan Teknologi Pelita Indonesia, 2016)
The researchdoesto know (is) therelationship marketing affect thecustomer loyaltyat PT WiraBeton in Pekanbaru.The populationin this researchwere all 112 consumeronPT WiraBeton in Pekanbaru, Technique sampling was accidental sampling by using the formula slovin thus obtained sample of 100 consumer, the techniques of collecting data that usedin this research wereinterviewsand the questionnairesrelated tothis research, was analyzed in descriptivelyquantitativewhichtabulatedthe dataandtook the conclusions in quantitatively. Furthermore, toanalyzethe data, the data was usedthesimplelinearregressionmethodand test.Based onSPSSanalysis program, the resultprovedthat thecustomer loyaltyonPT WiraBeton in Pekanbaru influencedbyrelationship marketing, H1is accepted, thismeans thatthereinfluence between therelationship marketing withthe customer loyalty atPT WiraBeton in Pekanbaru.Based on the analysis SPSS proved that customer satisfaction at PT WiraBeton in Pekanbaru influenced by Relationship Marketing and Customer Loyalty, the H1 is accepted, this means there is influence between Relationship Marketing and Customer Loyalty for Customer Satisfaction at PT WiraBeton in Pekanbaru. Penelitian ini bertujuan untuk mengetahui pengaruh relationship marketing terhadap loyalitas dan kepuasan konsumen di PT Wira Beton Pekanbaru. Dalam penelitian ini ada sebanyak 112 konsumen pada PT Wira Beton Pekanbaru. Teknik pengambilan sampel dengan mengunakan rumus slovin dengan mengambil sample sebanyak 100 orang , teknik pengumpulan data diambil dengan melalui pertanyaan dan angket yang berhubungan dengan penelitian ini, data ditabulasi dan di analisis secara kuantitatif dan kesimpulan diambil secara kuantitatif. Selanjutnya, untuk menganalisis data, data digunakan dengan metode regresi linier sederhana dan uji berdasarkan program analisis SPSS, hasilnya membuktikan bahwa loyalitas pelanggan dan kepuasan konsumen PT Wira Beton Pekanbaru di pengaruhi oleh relationship marketing karena H1 diterima.