| dc.description.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. | en_US |
