Pengaruh Relationship Marketing, Promotion Dan Satisfaction Terhadap Loyalitas Pelanggan ( Studi Kasus Pada Pelanggan Waktunya Coffee Malang )

Abstract

This research was conducted in Waktunya Coffee. The type of research used is explanatory research with a quantitative approach. The purpose of this study is to determine the influence of relationship marketing, promotion and satire on customer loyalty. The free variables used are relationship marketing, promotion and satire, while the bound variables are customer loyalty. Sample used in this study were 75 customer Waktunya Coffee who made more than 3 times. Data collection techniques using questionnaires and documentation. The analysis method used is the test of instruments, multiple linear regression analysis, the classic assumptions test, the variance test, f-to-control test and regression tests use SPSS 16.0 computer processing data. The results of this study indicate that relationship marketing affects customer loyalty, influential promotional to customer loyalty and effected on customer loyalty. Relationship marketing, promotion and satire, simultaneously affecting customer loyalty.