PENGARUH RELATIONSHIP MARKETING TERHADAP LOYALITAS PELANGGAN DI PANORAMA WORLD TOURS AND TRAVEL CILEGON : Sensus Terhadap Pelanggan Tetap di Panorama World Tours and Travel Cilegon

Andriansyah, Mohamad (2016) PENGARUH RELATIONSHIP MARKETING TERHADAP LOYALITAS PELANGGAN DI PANORAMA WORLD TOURS AND TRAVEL CILEGON : Sensus Terhadap Pelanggan Tetap di Panorama World Tours and Travel Cilegon. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Kota Cilegon menjadi salah satu kota yang mendapatkan dampak langsung dari pertumbuhan tersebut, saat ini banyak bermunculan usaha perjalanan wisata dan salah satunya yaitu Panorama World Tours and Travel Cilegon. Pada tahun 2013 dan 2014 Panorama World Tours and Travel Cilegon mengalami penurunan tingkat penjualan. Jika dilihat dari data, mayoritas pembelian terdapat pada pelanggan tetap yang sudah terdaftar menjadi rekan bisnis Panorama World Tours and Travel. Oleh karena itu untuk meningkatkan angka penjualan yang sesuai dengan permasalahan tersebut, yaitu relationship marketing yang artinya hubungan pemasaran sehingga relationship marketing dapat diterapkan oleh Panorama World Tours and Travel sebagai strategi untuk meningkatkan penjualan dengan hubungan yang lebih baik dan bersifat jangka panjang dengan pelanggan tetap. Tujuan penelitian ini yaitu untuk mencari hasil temuan pengaruh antara relationship marketing terhadap loyalitas pelanggan di Panorama World Tours and Travel, dalam penelitian ini variabel bebas (X), yaitu trust, commitment, communication, conflict handling, dan competence dengan perolehan hasil tertinggi pada dimensi communication karena kemampuan staff dalam berkomunikasi membuat pelanggan tetap nyaman untuk bertransaksi di Panorama World Tours and Travel Cilegon, kemudian variabel terikatnya (Y) yaitu loyalitas pelanggan dengan hasil tertinggi pada dimensi word-of-mouth communication, pelanggan tetap yang sudah loyal cenderung menyampaikan informasi yang positif kepada pihak lain. Jenis penelitian yang digunakan ialah deskriptif verifikatif dan teknik sampling yang digunakan yaitu sampel jenuh yang berarti semua anggota populasi digunakan sebagai sampel, sehingga dalam penelitian ini terdapat 30 sampel. Teknik analisis yang digunakan adalah analisis regresi linear berganda dengan program SPSS 20. Hasil penelitian ini menunjukan bahwa relationship marketing memberikan pengaruh terhadap loyalitas pelanggan di Panorama World Tours and Travel Kata Kunci : Relationship Marketing, Loyalitas Pelanggan, Panorama World Tours and Travel Cilegon   Cilegon city became one of the cities that receive direct impact on the growth of tourism in Indonesia, currently many emerging business travel and one of them is Panorama World Tours and Travel Cilegon. In 2013 and 2014 Panorama World Tours and Travel Cilegon decreased sales levels. If seen from the data, the majority of purchases are the regulars who are already registered as a business partner Panorama World Tours and Travel. Therefore, to increase the number of sales in accordance with these problems, relationship marketing can be applied by the Panorama World Tours and Travel as a strategy to increase sales with better relationships and long-term with the regulars. The purpose of this study is to find the findings of the influence of relationship marketing on customer loyalty in the Panorama World Tours and Travel, in this study the independent variable (X), namely trust, commitment, communication, conflict handling, and competence with the acquisition of the highest yields on the dimensions of communication because of the ability of staff to communicate make customers stay convenient to transact in the Panorama World Tours and Travel Cilegon, then the dependent variable (Y) that is customer loyalty with the highest yield on the dimensions of word-of-mouth communication, customers who have been loyal likely to convey positive information to the other party. This type of research is descriptive verification and sampling techniques used are saturated samples which means all members of the population used as a sample, so in this study, there are 30 samples. The analysis technique used is multiple linear regression analysis using SPSS 20. The results of this study showed that the relationship marketing influence on customer loyalty in the Panorama World Tours and Travel Keywords: Relationship Marketing, Customer Loyalty, Panorama World Tours and Travel

Item Type: Skripsi,Tesis,Disertasi (S1)
Additional Information: No. Panggil : S MPP AND p-2016; Pembimbing : I. Bagja Waluya, II. Rini Andari
Uncontrolled Keywords: Relationship Marketing, Loyalitas Pelanggan, Panorama World Tours and Travel Cilegon
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata
Depositing User: Mrs. Neni Sumarni
Date Deposited: 09 Nov 2017 07:51
Last Modified: 09 Nov 2017 07:51
URI: http://repository.upi.edu/id/eprint/27736

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