Pengaruh Relationship Quality Terhadap Loyalitas Pelanggan (Studi Kasus : Hotel Zam Zam, Kota Batu)

Gunawan, Lisa (2016) Pengaruh Relationship Quality Terhadap Loyalitas Pelanggan (Studi Kasus : Hotel Zam Zam, Kota Batu). Undergraduate thesis, Institut Technology Sepuluh Nopember.

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Abstract

Industri jasa memiliki peranan yang penting di dalam perekonomian dunia. Di Kota Batu, industri jasa sangat berkembang pesat yang mengakibatkan persaingan bisnis terutama perhotelan disini menjadi sangat ketat. Salah satu solusi yang dapat dipertimbangkan untuk menyelesaikan masalah ini adalah dengan loyalitas pelanggan (CL). Loyalitas jasa sangat dipengaruhi oleh hubungan jangka panjang, dimana pada ilmu pemasaran masuk dalam bidang relationship marketing, khususnya relationship quality (RQ). Sejumlah studi empiris telah membuktikan hubungan antara dimensi relationship quality dengan loyalitas pelanggan. Penelitian ini bertujuan untuk mengidentifikasi pengaruh relationship quality dengan variabel satisfaction sebagai variabel mediasinya, terhadap loyalitas pelanggan di Hotel Zam Zam. Metode yang digunakan adalah Confirmatory Factor Analysis dan Structural Equation Modelling dengan bantuan software AMOS. Kesimpulan yang didapatkan dari hasil penelitian ini diantaranya terdapat hubungan yang positif dan signifikan antara RQ terhadap customer satisfaction (CS). CS memiliki hubungan yang positif dan signifikan terhadap CL. Terakhir, hubungan secara langsung antara RQ terhadap CL memiliki arah yang positif dan signifikan. ========================================================================================================= The service industries have an important role to the economic world. In Batu City, the service industries have grown rapidly which resulted in business competition especially hospitality business on here became very tight. One of the solutions that could be considered to solve this problem is the approach of customer loyalty (CL). Loyalty in service industry was strongly influenced by the long-term relationship, wherein the science of marketing included in relationship marketing field, in particular the relationship quality (RQ). A number of empirical studies have shown the relationship between the dimensions of relationship quality with customer loyalty. This research aims to identify the influence of relationship quality with satisfaction variable as the mediation, to customer loyalty in Hotel Zam Zam. The method used in this research is Confirmatory Factor Analysis and Structural Equation Modelling with AMOS software assistance. The conclusion obtained from this research are: RQ has significant positive relationship towards customer satisfaction (CS); CS has a positive and significant relationship to the CL and the direct effect between RQ against CL has a positive direction and significant.

Item Type: Thesis (Undergraduate)
Additional Information: RSMB 658.812 Gun p
Uncontrolled Keywords: relationship quality, kepuasan pelanggan, loyalitas pelanggan, relationship marketing, psychology marketing, Structural Equation Modelling
Subjects: H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction
Divisions: Faculty of Industrial Technology > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User: Mr. Tondo Indra Nyata
Date Deposited: 17 Feb 2020 06:20
Last Modified: 17 Feb 2020 06:20
URI: https://repository.its.ac.id/id/eprint/74968

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