PENGARUH RELATIONSHIP MARKETING DAN CITRA PERUSAHAAN TERHADAP LOYALITAS PELANGGAN (Studi Pada Hotel Sapadia Kecamatan Pasir Pengaraian)

Abstract

This study aims to determine the effect of relationship marketing and corporate image
on customer loyalty at the Hotel Sapadia Districts Pasir Pengaraian. Relationship marketing
as a variable (X1) corporate image as a variable (X2) and customer loyalty as a variable (Y).
The method in this research is descriptive and quantitative using SPSS, where
samples were used that guests staying more than 3 times in the Hotel Sapadia Districts Pasir
Pengaraian with respondents as many 99 people. To determine the number of samples used
slovin formula, as well as a sampling technique by purposive sampling. Data collection
through questionnaires and interviews.
Results of analysis using multiple linear simple, using multiple linear regression, t
test and f test so that it can be seen that the variable relationship marketing positive effect on
customer loyalty, that the provision of corporate image significant effect on customer loyalty
and significant relationship marketing and corporate image on customer loyalty.
Keywords: Relationship Marketing, Corporate Image and Customer Loyalty.