Impact of relationship marketing, service recovery and product quality on customer loyalty with customer satisfaction as intervening variable in Pt Global Solid Agrindo

William, Nicholas (2022) Impact of relationship marketing, service recovery and product quality on customer loyalty with customer satisfaction as intervening variable in Pt Global Solid Agrindo. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The purpose of this research is to know the impact of relationship marketing, service recovery and product quality on customer loyalty with customer satisfaction as intervening variable at PT Global Solid Agrindo. According to Pratama (2018), relationship marketing is a corporate philosophy and strategic approach that places more of an emphasis on retaining and enhancing existing clients than on attracting new ones. According Ganita (2019), service recovery refers to the actions of service suppliers when noticing the customers perceiving service failure and making complaints. According to Indrawati (2018), product quality is the degree to which the product complies with customer demands, which ultimately leads to the product's appropriateness for use. Analysis method performed is structural equation modelling analysis. The approach in this research uses quantitative methods. P value of X1 on Y1 is 0.006. P value of X2 on Y1 is 0.010. P value of X3 on Y1 is ***. P value of X1 on Y2 is 0.218. P value of X5 on Y2 is 0.114. P value of X3 on Y2 is 0.017. P value of Y1 on Y2 is ***. The research result can show some conclusions. Relationship marketing has significant impact on customer satisfaction. Service recovery has significant impact on customer satisfaction. Product quality has significant impact on customer satisfaction. Relationship marketing does not have significant impact on customer loyalty. Service recovery does not have significant impact on customer loyalty. Product quality has significant impact on customer loyalty. The customer satisfaction has significant impact on customer loyalty. / Tujuan dari penelitian ini adalah untuk mengetahui pengaruh pemasaran relasional, pemulihan layanan dan kualitas produk terhadap loyalitas pelanggan dengan kepuasan pelanggan sebagai variabel intervening di PT Global Solid Agrindo. Menurut Pratama (2018), pemasaran relasional adalah filosofi perusahaan dan pendekatan strategis yang lebih menekankan pada mempertahankan dan meningkatkan klien yang sudah ada daripada menarik klien baru. Menurut Ganita (2019), pemulihan layanan mengacu pada tindakan pemasok layanan saat mengetahui pelanggan merasakan kegagalan layanan dan mengajukan keluhan. Menurut Indrawati (2018), kualitas produk adalah sejauh mana produk memenuhi permintaan pelanggan, yang pada akhirnya mengarah pada kelayakan produk untuk digunakan. Metode analisis yang dilakukan adalah analisis model persamaan struktural. Pendekatan dalam penelitian ini menggunakan metode kuantitatif. Nilai P X1 pada Y1 adalah 0,006. Nilai P X2 pada Y1 adalah 0,010. Nilai P dari X3 pada Y1 adalah ***. Nilai P X1 terhadap Y2 adalah 0,218. Nilai P X5 terhadap Y2 adalah 0,114. Nilai P X3 pada Y2 adalah 0,017. Nilai P dari Y1 pada Y2 adalah ***. Hasil penelitian dapat menunjukkan beberapa kesimpulan. Hubungan pemasaran memiliki dampak yang signifikan terhadap kepuasan pelanggan. Pemulihan layanan berdampak signifikan terhadap kepuasan pelanggan. Kualitas produk memiliki pengaruh yang signifikan terhadap kepuasan pelanggan. Relationship marketing tidak memiliki pengaruh yang signifikan terhadap loyalitas pelanggan. Pemulihan layanan tidak berdampak signifikan terhadap loyalitas pelanggan. Kualitas produk memiliki pengaruh yang signifikan terhadap loyalitas pelanggan. Kepuasan pelanggan memiliki pengaruh yang signifikan terhadap loyalitas pelanggan.

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