EFFECT OF IMPLEMENTATION OF CUSTOMER RELATIONSHIP MARKETING CUSTOMER LOYALTY OF BUSINESS AT PT. GRAMEDIA PUSTAKA UTAMA CAB. PEKANBARU

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.