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The Influence Of Implementation Relationship Marketing Toward Customer Loyalty Nissan Mlati Yogyakarta

Year: 2024

Type: article

Abstract: The research was to determine the effect of trust, commitment, and communication as a key factor of relationship marketing either partially or simultaneously on customer loyalty Nissan Mlati Yogyakarta. In this study used non-probability sampling method with a sampling technique using purposive sampling and obtained a valid sample of 70. To find out how much the dependent variable changes in the independent variables used multiple linear regression analysis. Test instrument used in this study is to test the validity and reliability testing. As for the hypothesis test used the F test and t test. From the results of the hypothesis the variable trust, commitment, and communication significantly affect simultaneously on customer loyalty. Commitment and communication partially significant effect on customer loyalty while partial trust no significant effect on customer loyalty This suggests that customer loyalty will increase if the Nissan Mlati Yogyakarta improve relationship marketing variables, that include trust, commitment, and communication.

Source: Journal of Applied Digital Business and Management

DOI: 10.71266/nhaczm37

Authors: Muhammad Fikry Januar, Rosena Shintabella, Zulfikar Fauzi

Institution: Politeknik Mardira Indonesia

Language: English

Topic: Customer Service Quality and Loyalty

Subfield: Organizational Behavior and Human Resource Management

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: bronze

OpenAlex ID: W4406572479

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