PENGARUH PEMASARAN RELASIONAL TERHADAP LOYALITAS MELALUI KOMITMEN PELANGGAN PADA SEKTOR OFFICE RENT DI PT. FAJAR GRAHA PENA MAKASSAR

Rusydi Amin (Program Studi Manajemen FEB Universitas Negeri Makassar)
Annisa Paramaswary Aslam (Program Studi Manajemen FEB Universitas Negeri Makassar)
Rahmat Riwayat Abadi (Program Studi Manajemen FEB Universitas Negeri Makassar)
Isma Azis Riu (Program Studi Manajemen FEB Universitas Negeri Makassar)
Nurul Fadilah Aswar (Program Studi Manajemen FEB Universitas Negeri Makassar)

Al Kalam : Jurnal Komunikasi, Bisnis dan Manajemen
Vol 13 No 2 (2026)

This study analyzes the effect of relationship marketing on customer loyalty through customer commitment among tenants of PT. Fajar Graha Pena Makassar. This study uses a quantitative survey approach. The population consists of 49 tenants, all of whom were selected using saturated sampling. Data were collected using a Likert-scale questionnaire and analyzed using path analysis and PROCESS Macro Model 4 bootstrapping with SPSS. The results show that relationship marketing has a positive and significant effect on customer commitment, while customer commitment has a positive and significant effect on customer loyalty. Relationship marketing does not have a significant Direct effect on customer loyalty, but it has an inDirect effect through customer commitment as a full mediator. These findings indicate that tenant loyalty is formed through commitment developed from relational service quality.