Pengaruh Relationship Marketing Orientation Terhadap Customer Loyalty dan Pengaruh Customer Loyalty Terhadap Customer Retention pada Pelanggan Silver Personal Line Pt. Telkom Tbk di Salatiga

Abstract

Semakin banyaknya perusahaan jasa telekomunikasi di Indonesia membuat konsumen semakin leluasa dalam memilih produk perusahaan jasa telekomunikasi. Untuk itu perusahaan perlu menerapkan strategi agar dapat mempertahankan pelanggan dan menjadikan pelanggan loyal (Customer Loyalty) terhadap perusahaan, bahkan dapat meningkatkan pemakaian secara terus menerus (Customer Retention). Orientasi pemasaran relasional (Relationship Marketing Orientation) merupakan salah satu strategi yang dewasa ini makin banyak diterapkan oleh perusahaan-perusahaan. Karena perusahaan menyadari dengan menerapkan Relationship Marketing Orientation dapat mencapai Customer Loyalty dan Customer Retention. Penelitian ini bertujuan untuk mengetahui pengaruh Relationship Marketing Orientation terhadap Customer Loyalty dan Customer Retention. Teknik sampel yang digunakan adalah simple random sampling dengan responden sebanyak 90 orang pelanggan Silver Personal Line PT. Telkom di Salatiga. Hasil penelitian menunjukkan enam dimensi Relationship Marketing Orientation berpengaruh positif terhadap Customer Loyalty dan Customer Loyalty berpengaruh terhadap Customer Retention. Analisis data menggunakan regresi.

The increasing number of telecom services companies in Indonesia has made consumers more flexible in choosing a telecommunication service company products. Therefore companies need to implement strategies to retain customers and make loyal customers (Customer Loyalty) for the company, it may even increase the Customer Retention. Relationship marketing orientation (Relationship Marketing Orientation) is one strategy that is more and more widely adopted by companies, because companies realize that by applying the Relationship Marketing Orientation they can obtain Customer Loyalty and Customer Retention. This study aims to determine the effect of Relationship Marketing Orientation on Customer Loyalty and further to Customer Retention. Sampling technique used was simple random sampling by the respondents as many as 90 people Personal subscribers Silver Line PT. Telkom in Salatiga. The results show that the six dimensions of Relationship Marketing Orientation positively influence on Customer Loyalty and further to Customer Retention. The data analysis uses regression.