Abstract:
The research was carried out at PT.
Gramedia Pustaka Utama (GPU) Cab.
Pekanbaru address Ronggowarsito Edge
Road no. 13 B Gobah Pekanbaru. The
purpose of this study was to determine the
effect of implementation of Customer
Relationship Marketing Customer Loyalty
Of Business At PT. Gramedia Pustaka
Utama Cab. Pekanbaru.
The study population was all
business customer is PT. Gramedia Pustaka
Utama (GPU) Cab. Pekanbaru, amounting to
46 customers. Hypothesis testing is
performed by t test and F test.
Based on the research it is known
that the results of research that has been
done can be seen that the mutual benefits
have a significant influence on the loyalty
thitung (2.848)> TTable (2.021) with a
significance level of 0.007. Therefore, PT.
Scholastic Press should maintain and where
necessary improve the quality of mutual
benefit in order to increase customer loyalty
is higher. Communications have a
significant influence on the loyalty thitung
(2.398)> TTable (2.021) with a significance
level of 0.021. Therefore, PT. Gramedia
Pustaka Utama should maintain and where
necessary improve communication to
customers in order to increase customer
loyalty is higher. While the variables have a
significant commitment to loyalty is thitung
(2.848)> TTable (2.021) with a significance level of 0.007. Therefore, PT. Gramedia
Pustaka Utama (GPU) Cab. Pekanbaru
should maintain and where necessary
improve the commitment to enhance
customer loyalty higher. Trust no significant
influence on the commitment thitung (0.390)
<TTable (2.021) with a significance level of
0.699. Therefore, confidence in the customer
relationship by a publisher Scholastic Press
should be stressed that the future of the
company can increase customer loyalty and
better heights.
