Pengaruh Relationship Marketing terhadap Kepuasan Pelanggan pada CV Sempati Star

Abstract

The Purpose of this research is to determine the availability of positive and significant effect in relationship marketing which consist of financial benefit, social benefit, and structural ties to customer satisfaction on CV. Sempati Star (partnership) in order to contribute in decision making for the firm’s development and continuity. The method for data analysis used are instrument test (Validity and reliability), descriptive analysis, and quantitative method which consist of classical assumption test, multiple regression analysis, hypothesis testing by Ftest and t-test, and coefficient determination test (R2). The data analysis processed by using tools SPSS 16.0 for windows. The data used are primary and secondary. This research using 96 respondent as samples. Samples Choosen by accidental sampling method which is based on criteria passengers who have traveled by Sempati star bus at least more than twice. The result of this research obtain that in data analyze by multiple regression analysis method, the independent variable such as financial benefit (X1), Social Benefit (X2), and Structural Ties (X3), positively affected to dependent variable such as customer satisfaction (Y). It shows from X1 coefficient value as 0,028, X2 as 0,215 and X3 as 0,353. Each of coefiicient value of that independent variable show positive. Furthemore, based on data analyze by hypothesis testing, F-test (simultaneously) obtained that independent variable such as financial benefit (X1), social benefit (X2) and structural ties (X3) positively and significantly affected to customer satisfaction (Y). It shows from the result value of F(count) > F(table) (51,289 > 3,00) with a significance level 0,000 < 0,05. While the partial t-test shows two of the variable such as social benefit and structural ties positively and significantly affected to customer satisfaction. Social benefit variable shows result t(count) > t(table) (3,890 > 1,960) with significance level 0,000 < 0,05 and Structural ties variable shows result t(count) > t(table) (6,440 > 1,960) with significance level 0,000 < 0,05. Therefore it concluded that structural ties generate biggest positive and significant value. Bigger than social benefit. It means that structural ties is the most dominant in affecting customer satisfaction on CV. Sempati Star. Sempati Star. But in addition in t-test result shows financial benefit (X1) not giving impact to customer satisfaction. It shows by the result of t(count) < t(table) (0,273 < 1,960) with significance level 0,785 > 0,05.The adjusted R square value is 0,614. Means that the independent variable such as financial benefit, social benefit and structural ties explaining the impact of customer satisfaction in 61,4%, while the rest 38,6% explained by the other factors which not examined in this research.