THE INFLUENCE OF RELATIONSHIP MARKETING TOWARD PURCHASE DECISION AND ITS IMPACT ON CUSTOMER SATISFACTION (Survey on Customer of Informa Tunjungan Plaza Surabaya)

Abstract

Penelitian ini memiliki tujuan (1) untuk menguji pengaruh relationship marketing pada purchase decision, (2) untuk menguji pengaruh relationship marketing pada customer satisfaction, (3) untuk menguji pengaruh relationship marketig terhadap customer satisfaction melalui purchase decision. Jenis penelitian yang digunakan adalah penelitian explanatory dengan pendekatan kuantitatif. Sampel sebanyak 118 orang responden yang merupakan pelanggan dari Informa. Teknik pengambilan sampel menggunakan Teknik non-probability sampling dengan cara pengambilan sampel menggunakan purposive sampling. Metode pengupulan data yang digunakan dalam penelitian ini adalah dengan menybebar kuisioner. Analisis yang digunankan yaitu analisis deskriptif dan jalur (path analysis). Analisis jalur menunjukkan bahwa (1) Relationship marketing memiliki pengaruh yang signifikan terhadap purchase decision dengan koefisien jalur (β) adalah 0,424 dan p-value dengan angka 0,00 (p <0,05); (2)  Relationship marketing berpengaruh signifikan terhadap customer satisfaction dengan koefisien jalur (β) adalah 0,089 dan p-value dengan angka 0,00 (p <0,05); (3) Purchase Decision terhadap customer satisfaction memiliki pengaruh 0,85.

Kаtа Kunci: Relationship Marketing, Purchase Decision, Customer Satisfaction

ABSTRACT

This research has purposes (1) to examine the influence of relationship marketing on the purchase decision on customer satisfaction (2) to examine the influence of purchase decision on the customer satisfaction (3) to examine the influence of relationship marketing on customer satisfaction,  This research was explanatory research with quantitative approach. A sample of 118 respondents who are customer of Informa. The sampling technique in this research used non-probability sampling by taking samples by purposive sampling. Data were collected by distributing questionnaires. The analysis used is descriptive analysis and path (path analysis). The path analysis showed that (1) relationship marketing has significant influence on purchase decision with path coefficient (β) was 0.424 and p-value with the number 0.00 (p<0.05); (2) purchase decision has significant influence on customer satisfaction with path coefficient (β) was 0.200 and p-value with the number 0.00 (p<0.05) (3) relationship marketing has significant influence on customer satisfaction with path coefficient (β) was 0.089 and p-value with the number 0.00 (p<0.05);

Kеywords: Relationship Marketing, Purchase Decision, Customer Satisfaction