| dc.contributor.author | Rarumangkay, Yoshua Heng | |
| dc.date.accessioned | 2023-03-30T07:26:15Z | |
| dc.date.available | 2023-03-30T07:26:15Z | |
| dc.date.issued | 2021-05-31 | |
| dc.identifier.uri | http://dspace.uc.ac.id/handle/123456789/6205 | |
| dc.description | This research was conducted to see the effect of relationship marketing on customer loyalty which is mediated by family firm reputation in B2B family companies. The independent variable used in this research is relational marketing, while the dependent variable is customer loyalty. The mediating variable in this study is family firm reputation. This research is a quantitative research. The sampling method in this research is using purposive sampling method. This study used 102 samples who were customers of B2B family companies in family business community Ciputra University. The data analysis method used in this research is Partial Least Square Structural Equation Modeling (PLS SEM) with the help of the SmartPLS 3.0 analysis tool. The results of the analysis in this study are that there is a positive influence between relationship marketing on family firm reputation as well as there is positive influence between relationship marketing on customer loyalty. In this study, it was found that family firm reputation has no influence on customer loyalty and family firm reputation as a mediating variable has no influence on the relationship between relationship marketing and customer loyalty. However, it is recommended that companies keep an eye on the reputation of their company as this can affect the preferences of new customers in choosing a company. | en_US |
| dc.description.abstract | Penelitian ini dilakukan untuk mengetahui pengaruh pemasaran relasional terhadap loyalitas pelanggan yang dimediasi oleh reputasi perusahaan keluarga pada perusahaan keluarga B2B. Penelitian ini menggunakan pendekatan kuantitatif dengan bukti empiris yang diperoleh dari pelanggan perusahaan keluarga B2B komunitas bisnis perusahaan keluarga Universitas Ciputra. Untuk teknik analisis, penelitian ini menggunakan Partial Least Square Structural Equation Modeling (PLS SEM) untuk melakukan pengumpulan data dari 102 responden. Hasil analisis dalam penelitian ini adalah ada pengaruh positif antara pemasaran relasional terhadap reputasi perusahaan keluarga serta ada pengaruh positif antara pemasaran relasional terhadap loyalitas pelanggan. Dalam penelitian ini ditemukan bahwa reputasi perusahaan keluarga tidak berpengaruh terhadap loyalitas pelanggan dan reputasi perusahaan keluarga sebagai variabel medias tidak berpengaruh terhadap hubungan antara pemasaran relasional dan loyalitas pelanggan. Penelitian ini memperluas pengetahuan tentang strategi pemasaran untuk membantu perusahaan keluarga memenangkan persaingan. | en_US |
| dc.language.iso | id | en_US |
| dc.publisher | Universitas Ciputra Surabaya | en_US |
| dc.subject | relationship marketing | en_US |
| dc.subject | family firm reputation | en_US |
| dc.subject | customer loyalty | en_US |
| dc.subject | B2B family companies | en_US |
| dc.subject | pemasaran relasional | en_US |
| dc.subject | reputasi perusahaan keluarga | en_US |
| dc.subject | loyalitas pelanggan | en_US |
| dc.subject | perusahaan keluarga B2B | en_US |
| dc.title | PENGARUH PEMASARAN RELASIONAL TERHADAP LOYALITAS PELANGGAN YANG DIMEDIASI OLEH REPUTASI PERUSAHAAN KELUARGA PADA PERUSAHAAN KELUARGA B2B DI FAMILY BUSINESS COMMUNITY UNIVERSITAS CIPUTRA | en_US |
| dc.type | Thesis | en_US |
| dc.identifier.kodeprodi | 61201 | |
| dc.identifier.nim | 10117202 | |
| dc.identifier.dosenpembimbing | Metta Padmalia | |
