Pengaruh Penanganan Keluhan dan Komunikasi Pemasaran Terhadap Loyalitas

Muhammad Ade Kurnia Harahap (Universitas Simalangun)
Normansyah Normansyah (Universitas Asahan)
Siti Nurhayati (Universitas Muhammadiyah Kupang)
Irma M Nawangwulan (International University Liaison Indonesia)
Samuel PD Anantadjaya (IPMI Business School)

Journal of Economic, Bussines and Accounting (COSTING)
Vol 7 No 2 (2024): COSTING : Journal of Economic, Bussines and Accounting

Customer loyalty is one of the most important aspects in the business world. Retaining existing customers is often more cost-effective than finding new customers. The purpose of this study was to analyze the effect of complaint handling and marketing communication on loyalty. The research method used is a literature study or Library Research with a qualitative approach. Based on the literature review conducted on the results and discussion, it can be concluded as follows: (1) The effect of handling complaints has a positive effect on loyalty (2) The effect of marketing communication has a positive effect on loyalty. Keywords: complaint handling, marketing communication, loyalty