THE EFFECT OF RELATIONSHIP MARKETING TOWARDS CUSTOMER LOYALTY AT PT. PLATON NIAGA BERJANGKA IN PEKANBARU

Abstract

The study was carried out at PT. Platon Niaga Berjangka in Pekanbaru. This study aimed to determine the effect caused by the variable relationship marketing, which consists of trust, commitment, communication, problem handling towards customer loyalty. The population in this study were the customer of PT. Platon Niaga Berjangka in Pekanbaru. The sampling technique used purposive sampling. The amount of samples are eighty respondents by using Slovin formula. The method of analysis is descriptive quantitative, using multiple linear regression models with SPSS version 17.0. The test results simultaneously (F Test), indicated that all the independent variables (trust, commitment, communication and problem handling) have a positive and significant effect customer loyalty. The results of the partial test (t Test), indicated that the variables of trust, commitment, communication, have positive and significant effect on customer loyalty, while problem handling variable have positive effect but not significant effect on customer loyalty. Commitments variable has dominant effect on customer loyalty. Adjusted R square of the model in this study shows that of seventy-one point four percent and the remaining twenty-eight point six percent are effect by other variables not examined.