EFFECT OF RELATIONSHIP MARKETING ON LOYALTY LEATHER CHEMICAL DIVISION PT. KARYAWIYOSA ABADI

Abstract

This study aims to determine the effect of relationship marketing on customer loyalty leather chemicals division PT. Karyawiyosa Abadi. Loyalty becomes a very important factor in encouraging the continuity of its business. According Jesri., At al, loyalty can be influenced by five variables trust, commitment, communication, conflict handling, and competence. The population in this study amounted to 115 customers, while the number of sample is 90 respondents. Data analysis was performed using SPSS 20.0. The results showed that the variables affecting the relationship of loyalty simultaneously and partially.