Detail Karya Ilmiah

  • PENGARUH RELATIONAL BENEFITS TERHADAP KEPUASAN PELANGGAN DAN LOYALITAS PELANGGAN INDUSTRI MEBEL DI LAMONGAN
    Penulis : Mohammad Yaskun
    Dosen Pembimbing I : Dr. Nurita Andriani, Ir., M.M.
    Dosen Pembimbing II :Dr. Mohammad Arief, S.E., M.M.
    Abstraksi

    Memberikan kepuasan secara konsisten kepada pelanggan dapat membuat pelanggan menjadi loyal kepada perusahaan. Sikap loyal pelanggan kepada perusahaan akan sangat membantu perusahaan untuk dapat bertahan dalam persaingan bisnis karena pelanggan merupakan sumber pendapatan dari perusahaan. Relationship marketing adalah salah satu strategi pemasaran yang bisa digunakan untuk mencapai tujuan tersebut. Melalui strategi relational benefits perusahaan dapat memberikan manfaat atas hubungan antara perusahaan dan pelanggan. Penelitian ini dilakukan di perusahaan mebel di Lamongan dengan responden sebanyak 202 orang. Hasil penelitian menunjukkan bahwa confidence benefits dan social benefits berpengaruh positif dan signifikan terhadap kepuasan pelanggan dan loyalitas pelanggan mebel. Special treatment benefits berpengaruh positif dan signifikan terhadap kepuasan pelanggan akan tetapi tidak berpengaruh signifikan terhadap loyalitas pelanggan mebel. Selanjutnya, kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan mebel. Kata

    Abstraction

    Providing customer satisfaction consistently could make customers become loyal to the company. Loyal customers were the source of income and they would help the company to survive in the business competition. Relationship marketing was a strategy that can be used to achieve these goals, through relational benefits strategy. The company could give the benefit from relationship between companies and customers. This study analyzed relationship marketing in the furniture company in Lamongan through 202 respondents. The results show that confidence benefits and social benefits have positive effect on customer satisfaction and customer loyalty furniture. Special treatment benefits had positive effect on customer satisfaction but had no significant effect on customer loyalty furniture. Customer satisfaction had positive impact to customer loyalty furniture significantly.

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