PENGARUH RELATIONSHIP MARKETING, E-COMMERCE TERHADAP LOYALITAS PESERTA MELALUI KEPUASAN SEBAGAI VARIABEL INTERVENING PADA PESERTA PT. TASPEN (PERSERO) CABANG TANJUNGPINANG

Abstrak

This study aims to determine the effect of relationship marketing on customer loyalty throught customer statisfaction, the influence of e-commerce on customer loyalty throught customer statisfaction, the influnce of relationsip marketing and e-commerce partially on customer statisfaction, the influence relationship marketing and e-commerce partially on customer loyalty and influence customer statisfaction with customer loyalty. The population in this study were all customers of Tanjungpinang Branch PT. TASPEN (Persero). Determination of samples using purposive sampling method, with sampling techniques using an iterative formula to obtain 100 respondents. Data collection methods used were questionnaires. The analytical method used in this study is descriptive test, data quality test, classic assumption test, path analysis and hypothesis test. The result of the analysis in this study show that customer statisfaction is able to mediate between relationship marketing and e-commerce of customer loyalty. Relationship marketing has no significant effect on customer statisfaction, e-commerce has a significant effect on customer statisfaction. Relationship marketing has no significant effect on customer loyalty, e-commerce has no significant effect on customer loyalty. Based on the result of the study, Tanjungpinang Branch PT. TASPEN (Persero) is expected to continue to maintain and continue to strive to increase cutomer loyalty by paying attention to any factors that can support customer loyalty in addition to relationship marketing and e-commerce.