PENGARUH RELATIONSHIP MARKETING DAN BRAND IMAGE TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN (Survei terhadap Pelanggan Indihome PT. Telkom, Tbk. STO Klojen Malang) - Chusnul Khotimah; . Suharyono; Kadarisman Hidayat (Fakultas Ilmu Administrasi Universitas Brawijaya, 2016)
The purpose of this study is to analyze and explain: the influence of Relationship Marketing on Customer Satisfaction; the influence of Brand Image on Customer Satisfaction; the influence of Customer Satisfaction on Customer Loyalty; the influence of Relationship Marketing on Customer Loyalty; the influence of Brand image on Customer Loyalty. This research applies the explanatory type with quantitative approach. The sample that used for this research are 94 respondents from PT. Telkom, Tbk. STO Klojen customers which chosed by Purposive Sampling method. The data collection that used in this research is survey. The result is analyzed by descriptive analysis and path analysis. The result of this research shows that: Relationship Marketing has significant and positive influence on Customer Satisfaction, Brand Image has significant and positive Influence on Customer Satisfaction, Customer Satisfaction has significant and positive influence on Customer Loyalty, Relationship Marketing has insignificant and negative influence on Customer Loyalty, but indirect effect through customer satisfaction has significant and positive influence, Brand Image has significant and positive influence either directly or indirectly through Customer Satisfaction. Keyword: Relationship Marketing, Brand Image, Customer Satisfaction and Customer Loyalty ABSTRAK Penelitian ini bertujuan untuk menganalisis dan menjelaskan: pengaruh Relationship Marketing terhadap Kepuasan Pelanggan; pengaruh Brand Image terhadap Kepuasan Pelanggan; pengaruh Kepuasan Pelanggan tehadap Loyalitas Pelanggan; pengaruh Relationship Marketing terhadap Loyalitas Pelanggan; pengaruh Brand Image terhadap Loyalitas Pelanggan. Penelitian ini menggunakan jenis penelitian explanatory research dengan pendekatan kuantitatif. Sampel yang digunakan berjumlah 94 responden yang merupakan pelanggan Indihome PT. Telkom, Tbk. STO Klojen Malang dengan menggunakan Purposive Sampling. Metode pengumpulan data yang digunakan dalam penelitian ini adalah angket. Analisis data menggunakan analisis deskriptif dan analisis jalur (path analysis). Hasil dari penelitian menunjukkan bahwa: Relationship Marketing berpengaruh signifikan dan positif terhadap Kepuasan Pelanggan, Brand Image berpengaruh signifikan dan positif terhadap Kepuasan Pelanggan, Kepuasan Pelanggan berpengaruh signifikan dan positif terhadap Loyalitas Pelanggan, Relationship Marketing berpengaruh tidak signifikan dan negatif terhadap Loyalitas Pelanggan, tetapi pengaruh tidak langsung melalui Kepuasan Pelanggan berpengaruh signifikan dan positif, Brand Image berpengaruh signifikan dan positif terhadap Loyalitas Pelanggan baik secara langsung maupun tidak langsung melalui Kepuasan Pelanggan. Kata Kunci: Relationship Marketing, Brand Image, Kepuasan Pelanggan, dan Loyalitas Pelanggan