PENGARUH RELATIONSHIP MARKETING DAN KUALITAS PELAYANAN TERHADAP LOYALITAS KONSUMEN DI ROYAL ASNOF HOTEL PEKANBARU

Abstract

This study aims to determine how much influence the Relationship Marketingand service qualityhave on consumer loyalty of the Royal Asnof Hotel Pekanbaru. Relationship Marketingas a variable (X1), service qualityas a variable (X2), and consumer loyaltyas a variable (Y). The method in this study is descriptive and quantitative using the SPSS ver 23 for windows program, where the sample in this study was taken as many as 99 respondents and the technique used was census.

From the results of data analysis which includes validity test, reliability test, simple linear regression test, multiple linear regression test, determination test, t test (partial) , and f test (simultaneous). The results of this study indicate that the results of testing the first t-test hypothesis, relationship marketing on consumer loyalty, namely t count (8,175) > (1.98472), meaning that relationship marketing has a significant effect on consumer loyalty. The second quality of service on consumer loyalty is t count (11,018) > (1.98472) meaning that quality of service has a significant effect on consumer loyalty. The result of the calculated f test (87,242) >F tabel (3,09). It means that Relationship marketing and quality of  service simultaneously affect the decision at Royal Asnof Hotel Pekanbaru.

Keywords: Relationship Marketing, service quality, consumer loyalty