PENGARUH RELATIONSHIP MARKETING TERHADAP KEPUASAN NASABAH PADA PT. MASKARA BRILLIANT BAYU ZADA

Abstract

Every company wants to keep their customer for long because customers are the largest assets that have to be kept by the company. This research is meant to find out the influence of communication, trust, commitment, and conflict management to the customer satisfaction of PT. Maskara Brilliant Bayu Zada.The data is the primary data. The research method is quantitative, meanwhile the analysis technique has been carried out by using multiple linear regressions analysis method. Therefore, the population is all customers who have ever purchased continuously or regularly at PT. Maskara Brilliant Bayu Zada and the numbers of samples are 100 respondents.Based on the result of the test and the analysis of the hypothesis, it can be concluded that (1) communication has significant and positive influence to the customer satisfaction; (2) trust has significant and positive influence to the customer satisfaction; (3) comitment has significant and positive influence to the customer satisfaction; (4) conflict management has significant and positive influence to the customer satisfaction. The figure of Adjusted r Squared is 65.9% which shows that simultaneously the contribution of the variables i.e. communication, trust, commitment, and conflict management have an influence to the customer satisfaction.
Keywords: communication, trust, commitment, conflict management, customer satisfaction.