Published: 2024-01-30

Pengaruh Relationship Marketing terhadap Loyalitas Konsumen pada Rafins Indonesia

DOI: 10.35870/emt.v8i1.1909

Arinda Triana
  • Arinda Triana: Universitas Bandar Lampung ROR
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Abstract

This research aims to identify the relationship between marketing variables and marketing indicators, namely Trust, Commitment, Communication, and Problem Solving and analyze the impact of this relationship on customer loyalty at Rafins Indonesia. This research is quantitative and uses associative methodology. The population of this study was followers of the Instagram account @rafinsindonesia, totaling 1,342 followers, while the sample consisted of 93 respondents who were Instagram followers of Rafins Indonesia. The sampling technique used is probabilistic sampling, with data sources from primary data and secondary data. Questionnaires and interview methods were used to collect the data required in this investigation, using the Likert scale as the main data collection technique. Research findings show that alpha values are in the range of 0.001 to 0.05, indicating increased customer loyalty through Relationship Marketing strategies. In addition, the estimated t value—8.279, is greater than the t table value of 1.986—resulting in rejection of H0 and acceptance of Ha. This means that the pillars of Relationship Marketing such as commitment, communication, and dispute resolution have a positive and significant influence on customer loyalty at Rafins Indonesia.

Keywords

Relationship Marketing; Customer Loyalty; Trust; Commitment; Communication; Handling Problems

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How to Cite

Triana, A. (2024). Pengaruh Relationship Marketing terhadap Loyalitas Konsumen pada Rafins Indonesia. Jurnal EMT KITA, 8(1), 479-485. https://doi.org/10.35870/emt.v8i1.1909
Article Information

This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 8 No. 1 (2024)

  • Section: Articles

  • Published: 2024-01-30

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Author Biographies
Arinda Triana, Universitas Bandar Lampung
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Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Bandar Lampung, Kota Bandar Lampung, Provinsi Lampung, Indonesia

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