PENGARUH RELATIONSHIP MARKETING TERHADAP KEPUASAN KONSUMEN (STUDI PADA KLINIK KECANTIKAN ERHA MALANG)
Abstract
Relationship marketing merupakan strategi yang dapat di implementasikan untuk menunjang tercapainya tujuan tersebut.Tujuan penelitian ini adalah untuk mengetahui pengaruh Relationship Marketing yang terdiri dari kepercayaan, komitmen, komunikasi dan penanganan konflik terhadap kepuasan konsumen klinik kecantikan Erha Malang. Penentuan sampel penelitian dilakukan dengan teknik accidental sampling dan purposive sampling, dengan jumlah sample sebanyak 100 responden. Hasil penelitian menunjukkan bahwa variabel bebas Relationship Marketing yang terdiri dari kepercayaan, komitmen, komunikasi dan penanganan konflik mempunyai pengaruh secara simultan terhadap kepuasan konsumen klinik kecantikan Erha Malang. Secara parsial variabel kepercayaan, komitmen dan komunikasi yang berpengaruh terhadap kepuasan konsumen klinik kecantikan Erha Malang, sedangkan variabel kepercayaan tidak berpengaruh.
Kata Kunci : Relationship Marketing, Kepercayaan, Komitmen, Komunikasi, Penanganan Konflik, Kepuasan Konsumen
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DOI: https://doi.org/10.33373/jeq.v9i1.4238
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