PENGARUH CORPORATE IMAGE DAN RELATIONSHIP MARKETING TERHADAP TRUST SERTA DAMPAKNYA PADA LOYALTY (Survei pada Seller Anggota Top Community Tokopedia)

Abstract

This research aimed to (1)explaining the influence of Corporate Image on Trust, (2) explaining the influence of Corporate Image on Loyalty, (3) explaining the influence of Relationship Marketing on Trust, (4) explaining the influence of Relationship Marketing  on Loyalty, (5) explaining the influence of Trust on Loyalty. The type of this research is explanatory research with quantitative approach. The variables of the research are Corporate Image, Relationship Marketing, Trust, and Loyalty. The criteria of population in this research are Tokopedia’s seller with minimum of age of 17 years old, has been selling at Tokopedia for at least one year, member of Top Community, joining in one of the Top Community operational cities at least 3 months. The sampling technique for this research was using purposive sampling and the data collection method by distributing questionnaire directly (offline) to 116 respondents according to population criteria. Data analysis used descriptive analysis and path analysis. The results showed that Corporate Image (X1) has significant influence on Trust (Y1), Corporate Image (X1) has significant influence on Loyalty (Y2), Relationship Marketing (X2) has significant influence on Trust (Y1), Relationship Marketing (X2) has significant influence on Loyalty (Y2), and Trust (Y1) has significant influence on Loyalty (Y2).

Kеywords: Corporate Image, Relationship Marketing, Trust, Loyalty.

ÐBSTRÐK

Penelitian ini bertujuan untuk (1) menjelaskan pengaruh Corporate Image terhadap Trust, (2) menjelaskan pengaruh Corporate Image terhadap Loyalty, (3) menjelaskan pengaruh Relationship Marketing terhadap Trust, (4) pengaruh Relationship Marketing terhadap Loyalty, (5) menjelaskan pengaruh Trust terhadap Loyalty. Jenis penelitian ini adalah eksplanatori (explanatory research) dengan pendekatan kuantitatif. Variabel pada penelitian ini terdiri dari Corporate Image, Relationship Marketing, Trust, dan Loyalty. Kriteria populasi dalam penelitian ini adalah Seller Tokopedia dengan usia minimal 17 tahun, sudah berjualan di Tokopedia minimal 1 tahun, merupakan anggota dari Top Community, dan bergabung di salah satu kota operasional Top Community minimal 3 bulan. Teknik pengambilan sampel yang digunakan adalah purposive sampling dan metode pengumpulan data melalui kuesioner secara online kepada 116 responden yang sesuai dengan kriteria populasi. Analisis data yang digunakan adalah analisis deskriptif dan analisis jalur (path analysis). Hasil penelitian menunjukkan bahwa Corporate Image (X₁) berpengaruh secara signifikan terhadap Trust (Y₁), Corporate Image (X₁) berpengaruh secara signifikan terhadap Loyalty (Y₂), Relationship Marketing (X₂) berpengaruh secara signifikan terhadap Trust (Y₁), Relationship Marketing (X₂) berpengaruh secara signifikan terhadap Loyalty (Y₂) dan Trust (Y₁) berpengaruh secara signifikan terhadap Loyalty (Y₂).

Kаtа Kunci: Corporate Image, Relationship Marketing, Trust, Loyalty