PENGARUH PENERAPAN RELATIONSHIP MARKETING (RM) TERHADAP LOYALITAS MELALUI KEPUASAN KONSUMEN PADA BAGIAN PART INDIRECT AUTO 2000 SUTOYO MALANG

Abstract

At this global era each, every company make every effort to continue to improve satisfaction to its customer, so thatcan win emulation and give service to its customer: to its product which more certifiable, especially service product. Repair effort and completion of satisfaction can be conducted with varioius strategy, one of the strategy able to be guided to reach for and improve satisfaction and loyalty of costumer is marketing relationship. Data wich is used in this reaserch is primary data  obtained by giving questioner to customer at  Part indirect Auto 2000 Sutoyo. Technique analysis data use path analysis to see causality relation result of research concluded that are positive influence of marketing relationship to satisfaction of customer at Part Indirect Auto 2000 Sutoyo. For the satisfaction of customer have an effect on positive to customer loyalty at Part Indirect Auto 2000 Sutoyo.

Keywords: Marketing Relationship, Satisfaction of Customer, Consumer loyalty.