PENGARUH PROGRAM RELATIONSHIP MARKETING TERHADAP LOYALITAS KONSUMEN PT. UNILEVER INDONESIA YANG MEMAKAI PASTA GIGI PEPSODENT DI KOTA SURABAYA

Authors

  • Dijah Julindrastuti Fakultas Ekonomi Universitas Wijaya Kusuma Surabaya

DOI:

https://doi.org/10.30742/equilibrium.v6i2.279

Keywords:

relationship marketing terhadap loyalitas konsumen

Abstract

Penelitian bertujuan untuk membuktikan apakah variabel-variabel program Relationship Marketing (customer service, loyalty programs. community building) berpengaruh signifikan terhadap loyalitas Konsumen PT. Unilever Indonesia yang memakai Pasta Gigi Pepsodent di Kota Surabaya Data dianalisis dengan menggunakan model regresi linier berganda dimana Relationship Marketing (customer service, loyalty programs, community building) sebagai variabel bebas (X) sedangkan loyalitas Konsumen sebagai variabel terikat (Y). Berdasarkan hasil pengujian diperoleh basil bahwa baik secara simultan maupun parsial variable Relationship Marketing (customer service, loyalty programs, community building) sebagai variabel bebas berpengaruh signifikan terhadap loyalitas konsumen PT. Unilever Indonesia.

References

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Info.LTli@unilever.com

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Issue

Vol. 6 No. 2 (2008): October

Section

Articles

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