Pembentukan Loyalitas Pelanggan: Intensi Hubungan dan Kualitas Hubungan (Studi kasus di Industri Ritel Pakaian, Kota Bandung)

Uus Muhamad Husni Tamyiz(1*), Ratih Hurriyati(2), Puspo Dewi Dirgantari(3)

(1) Universitas Pendidikan Indonesia
(2) Universitas Pendidikan Indonesia
(3) Universitas Pendidikan Indonesia
(*) Corresponding Author

Abstract


Dalam membangun loyalitas pelanggan, pemasar perlu untuk membangun dan mempertahankan hubungan yang baik dengan pelanggan. Namun, upaya ini tidak selalu efektif karena kegiatan kemitraan dengan retailer ritel pakaian tidak ditanggapi oleh semua pelanggan. Oleh karena itu, intensi pelanggan untuk terlibat dalam hubungan dengan retailer harus menjadi titik awal untuk membangun loyalitas pelanggan. Tujuan dari penelitian ini adalah untuk memprediksi apakah kualitas hubungan pelanggan dan intensi hubungan mempengaruhi loyalitas mereka kepada retailer pakaian. Data dikumpulkan dari 327 responden yang berada di 13 kecamatan, Kota Bandung. Berdasarkan hasil penelitian menemukan bahwa intensi hubungan secara individu berpengaruh signifikan terhadap loyalitas dan secara bersama-sama intensi hubungan dan kualitas hubungan berpengaruh terhadap loyalitas.


Keywords


hubungan pemasaran; Kota Bandung; retailer pakaian

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DOI: https://doi.org/10.35314/inovbiz.v7i2.1161

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