Analysis Service Quality and Marketing Relationship to Customer Loyalty Study at Retail Company Yogya Sundanese Department Store Muhammad Ridwan
Indonesian Education University, Jl. Dr. Setiabudhi No. 229 Bandung 40154 Jawa Barat - Indonesia
Abstract
Muhammad Ridwan, 2018, Influence Service Quality and Marketing Relationship to Customer Loyalty (Study at Retail Company Yogya Sundanese Department Store).
Quality of service and relationship marketing is an element contained in the science of marketing in advancing a company. For this company become one important role, because with the quality of service and marketing relations of a company is good then the customer will be loyal to the company. Vice versa if the quality of service and relationship marketing is not good then the customer will not be loyal to the company.
This study aims to determine the effect of service quality and marketing relationships on customer loyalty at Retail Company Yogya Sundanese Stores. The subject of this research is the Retail Company of Yogya Sundanese Retail Store by using the sample of 100 respondents. Analysis method used in this research is quantitative method, with statistical analysis that is Test Validity and Reliability, Test T, Test F, multiple linear regression analysis, coefficient of determination (R2) and with tool of SPSS 20. Variable of this research is service quality as X1 variable, marketing relationship as X2 variable and customer loyalty (Y). The results show that the quality of service and marketing relationships have a positive impact on customer loyalty, so if the quality of service both customers will be loyal and if the relationship marketing it good customer will be loyal to the company.
Keywords: Service Quality, Marketing Relationships, Customer Loyalty
