PENGARUH RELATIONSHIP MARKETING TERHADAP LOYALITAS PELANGGAN (Survei pada Pelanggan Savana Hotel dan Convention Malang) - Andhy Prasetyo Wibowo (Fakultas Ilmu Administrasi Universitas Brawijaya, 2015)
This research aims to know and explain the relationship marketing benefits that include financial benefits variable, the social benefits variable and structural ties variable of loyalty of customer simultaneously, and to analyze the relationship marketing that include financial benefits variable, the social benefits variable, and structural ties variable against customer loyalty partially, as well as to analyze the variables that influence is dominant with respect to customer loyalty. The results of data analysis proves that relationship marketng that includes financial benefits variable, the social benefits variable and structural ties variable affect customer loyalty simultaneously. Relationship marketing that includes financial benefits variable, the social benefits variable and structural ties variable affect customer loyalty partially, between relationship marketing that consists of financial benefits, social benefits, and structural ties against dominant influence customer loyalty Savana Hotel dan Convention Malang is social benefits with the value of regression coefficient of 0.419 is greater than the two other variables. Keywords: relationship marketing, customer loyalty Abstrak Penelitian ini bertujuan untuk mengetahui dan menjelaskan relationship marketing yang meliputi variabel financial benefit, variabel social benefit dan variabel structural ties terhadap loyalitas pelanggan secara simultan, dan untuk menganalisis relationship marketing yang meliputi variabel financial benefit, variabel social benefit dan variabel structural ties terhadap loyalitas pelanggan secara parsial, serta untuk menganalisis variabel yang mendominasi loyalitas pelanggan. Hasil analisis data membuktikan bahwa Relationship marketing yang meliputi variabel financial benefit, variabel social benefit, dan variabel structural ties mempengaruhi loyalitas pelanggan secara simultan. Relationship marketing yang meliputi variabel financial benefit, variabel social benefit, dan variabel structural ties mempengaruhi loyalitas pelanggan secara parsial, Di antara relationship marketing yang terdiri dari financial benefit, social benefit, dan structural ties yang berpengaruh dominan terhadap loyalitas pelanggan Savana Hotel dan Convention Malang yaitu social benefit dengan nilai koefisien regresi sebesar 0,419 lebih besar dibandingkan kedua variabel lainnya. Kata Kunci: relationship marketing, loyalitas pelanggan