PENGARUH RELATIONSHIP MARKETING, KOMITMEN DAN KEPERCAYAAN TERHADAP LOYALITAS PELANGGAN AUTO 2000 SUNGKONO

Abstract

This research is meant to analyze and to test the influence of relationship marketing, commitment and trust to the customer loyalty at Auto 2000 Sungkono branch Surabaya. The population of this research is all customers of Auto 2000 Sungkono branch Surabaya who have been using Toyota automobile maintenance service and they have passed their 3 years warranty services. The sample collection technique has been done by using purposive sampling and the data analysis technique has been done by using multiple linear regressions and the samples are 100 people. The result of this research shows that relationship marketing, commitment and trust have influence to the customer loyalty at Auto 2000 Sungkono branch Surabaya. This result indicates that the research model is feasible for further research. This condition is supported by the acquasition of coefficient correlation is 91.62% which shows that the correlation among these variables to the loyalty is firm. The result of t test result shows that partially the variables i.e. relationship marketing, commitment and trust has significant and positive influence to the customer loyalty at Auto 2000 Sungkono branch Surabaya. This condition indicates that the acquisition of partial significance level of those variables is fewer than 5%.
Keywords : Relationship Marketing, Commitment, Trust, Loyalty