CD Skripsi

Pengaruh Relationship Marketing Dan Brand Image Terhadap Loyalitas Konsumen Pada Hotel Winstar Pekanbaru

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This research was conducted at the Winstar Hotel Pekanbaru, Jl.Moh.Ali, No.118,
Padang Terubuk, Kec.Senapelan, Pekanbaru. This study aims to determine the
effect of relationship marketing and brand image on customer loyalty partially
and simultaneously. This study uses a quantitative descriptive analysis method
with the SPSS program. The population in this research is all consumers who
purchases services at the winstarhotel pekanbaru in 2019 were 14.401 and the
sample from this study were 100 respondents from the winstar hotel pekanbaru
consumers.The Determination of the sample in this study used the Slovin formula,
namely non-probability sampling technique with purposive sampling technique.
Data analysis using validity test, reliability test, simple linear analysis,
multiple linear analysis, determination analysis and significance test with t test
(partial test) F test (simultaneous test). The results of this study show the result of
the relationship marketing t-test hypothesis on customer loyalty, namely t count
(14,095)> t table (1,660), means relationship marketing has a significant effect
on consumer loyalty. Second, brand image on consumer loyalty is t count
(14,206)> t table (1,660), meaning that brand image has a significant effect on
customer loyalty. F test results relationship marketing and brand image have a
significant effect on customer loyalty, namely F count (119,317)> F table (3.09).
Keywords: Relationship Marketing, Brand Image, Consumer Loyalty

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

01 04.121 (0024)

Penerbit

Pekanbaru : Universitas Riau – FISIP - Ilmu Administrasi Bisnis., 2021

Deskripsi Fisik

xii,120 hlm.: ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

01 04.121 (0024)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Ilmu Administrasi Bisnis

Info Detail Spesifik

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Pernyataan Tanggungjawab

ELFITRA

Versi lain/terkait

Lampiran Berkas

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