The Influence Of Relationship Marketing On Customer Loyalty At Auto Repair Shop

Abstract

The research aims to determine the joint and individual influence of relationship marketing dimensions consisting of trust, commitment, communication and conflict handling on customer loyalty at the Tawakal auto repair shop, as well as which dimensions have the most influence on customer loyalty. A saturated sampling technique was applied, where all members of the population of 79 visitors to the Tawakal were sampled. Primary data obtained from the results of distributing questionnaires to respondents. Respondents' answers in the questionnaire are ranked using a Likert Scale. Beside questionnaires, data collection was also carried out through observation and interviews. Quantitative methods used by applying SPSS for computing data. Based on the results of the Reliability Test with Cronbach's Alpha, the questionnaire is reliable. Multiple Linear Regression Analysis test found that there was positive influence of the dimensions of trust, commitment, communication and conflict handling on customer loyalty. From the F test, it was found that the joint influence of the dimensions of trust, commitment, communication and conflict handling on customer loyalty at the Tawakal Surakarta auto repair shop was found. The t test resulted in the influence of the dimensions of commitment, communication and conflict handling on customer loyalty at the Tawakal auto repair shop. The trust dimension does not have its own influence on customer loyalty. The communication dimension has the most influence on customer loyalty. The coefficient of determination value 0.745 indicates that the relationship marketing dimension has a 74.5% influence on customer loyalty at the Tawakal auto repair shop.