CD Tesis

Pengaruh Pemasaran Relasional Dan Harga Terhadap Kepuasan Dan Loyalitas Pelanggan Traveloka Pada Karyawan PT. Riau Andalan Pulp And Paper Pangkalan Kerinci Kabupaten Pelalawan

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This study aims to analyze the effect of relational marketing and prices on customer satisfaction. The effect of relational marketing and prices on customer loyalty. To analyze the effect of relational marketing on loyalty through customer satisfaction. To analyze the effect of prices on loyalty through customer satisfaction and the effect of satisfaction on customer loyalty.
The study population is employees of PT. Riau Andalan Pulp And Paper Pangkalan Kerinci Pelalawan Regency in 2017 who had shopped on the Traveloka online site as many as 870 people. The sample in this study was the total population of as many as 90 consumers. The sampling technique used is simple random sampling. The data analysis used in this study is Structural Equation Modeling (SEM) PLS which is operated through the WarpPLS.5.0 program.
The results of this study indicate that Rational Marketing has an effect on satisfaction. Price has a negative effect on satisfaction. This proves that the higher the price offered, the consumer satisfaction with the company will decrease. Rational Marketing has an effect on Customer Loyalty. Price has a negative effect on Customer Loyalty. This proves that the better the price obtained by consumers, the customer loyalty to the company will increase. Rational Marketing has a significant effect on Customer Loyalty through Satisfaction. Price has a negative and significant effect on Customer Loyalty through Satisfaction. This shows that the price offered is too high will reduce satisfaction and have an impact on decreasing customer loyalty. The higher the price offered will reduce satisfaction and will reduce customer loyalty. Satisfaction affects consumer customer loyalty.

Keywords: Relational Marketing, Price, Satisfaction and loyalty

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

10 03. 219 (0138)

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Manajemen., 2019

Deskripsi Fisik

xi, 89 hlm.; ill.; 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

10 03. 219 (0138)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

PASCASARJANA (MAGISTER) MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

FATAH

Versi lain/terkait

Lampiran Berkas

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