Pengaruh Relationship Marketing Pada Loyalitas Pelanggan Yang Dimediasi Oleh Kepuasan Pelanggan Pasca Covid 19

Muhamad Hariro, Lalu Hamdani Husnan, Lalu Edy Herman Mulyono

Abstract


Permasalahan yang dihadapi perusahaan-perusahaan saat ini, khsusnya perhotelan adalah bagaimana cara tumbuh dan berkembang serta tetap mempertahankan konsumennya pada masa pandemi Covid 19. Tujuan penelitian ini adalah untuk mengetahui pengaruh relationship marketing pada loyalitas pelanggan yang dimediasi oleh kepuasan pelanggan di Senggigi Luxury Hotels Pasca Covid 19. Penelitian ini menggunakan metode penelitian asosiatif. Sampel dalam penelitian ini berjumlah 75. Instrumen yang digunakan dalam penelitian yaitu angket. Data dianalisis dengan menggunakan regresi berganda dengan bantuan program Partial Least Square (PLS). Berdasarkan dari hasil penelitian, dapat ditarik kesimpulan bahwa Trust berpengaruh signifikan terhadap loyalitas pelanggan di Senggigi Luxury Hotels Pasca Covid 19. Commitment tidak berpengaruh signifikan terhadap loyalitas pelanggan di Senggigi Luxury Hotels Pasca Covid 19. Trust tidak berpengaruh signifikan terhadap kepuasan pelanggan di Senggigi Luxury Hotels Pasca Covid 19. Customer bonding tidak berpengaruh signifikan terhadap kepuasan pelanggan di Senggigi Luxury Hotels Pasca Covid 19. Commitment berpengaruh signifikan terhadap kepuasan pelanggan di Senggigi Luxury Hotels Pasca Covid 19. Kepuasan pelanggan mempererat hubungan antara customer bonding dengan loyalitas pelanggan di Senggigi Luxury Hotels Pasca Covid 19. 


Keywords


Relationship Marketing, Customer Loyalty, and Customer Satisfaction

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DOI: https://doi.org/10.47165/jpin.v5i2.330

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