Institutional Repository | Satya Wacana Christian University: Pengaruh Usaha-Usaha Relationship Marketing di UD Sulkarina Brass, Juwanaterhadap Loyalitas Konsumen

ABSTRACT
UD Sulkarina Brass is one company included in the home industry in
Juwana,
which produces various brass handycraft especially furniture
component and its accessories. To acquire consumers as many as possible and to
make consumers remain loyal to UD Sulkarina Brass, this company is pursuing a
relationship marketing strategy.
This study aims to see the implementation of relationship marketing in UD
Sulkarina Brass, UD Sulkarina level of consumer loyalty and the influence of
relationship efforts conducted by UD Sulkarina Brass on consumer loyalty. To
obtain the data, the authors took a sample of 50 salesmen with saturation
sampling technique. Analysis tool used is the descriptive statistical analysis and
multiple regression analysis.
The results showed that the overall average salesmean agreed that the
relationship marketing by UD Sulkarina Brass was good, UD Sulkarina Brass
level of consumer loyalty was on the category of satisfied buyer. Partially,
relationship marketing dimensions that affect consumer loyalty UD Sulkarina
Brass are trust, empathy and shared values. While the dimensions of bonding and
reciprocity has no effect on consumer loyalty UD Sulkarina Brass.
Keywords: relationship marketing, consumer loyalty