Update Artikelilmiah: 7025

ILHAM AKBAR, S.Pi

NIM

Judul Artikel

Abstrak (Bhs. Indonesia)

Penelitian yang berjudul “Pengaruh Relationship Marketing Dan                           Relationship Quality Terhadap Loyalitas Pelanggan Dengan Kepuasan Pelanggan Sebagai Variabel Intervening Pada Produk Parfum Mulegh Di Purwokerto” bertujuan untuk mengetahui pengaruh relationship marketing dan relationship quality terhadap kepuasan pelanggan dan loyalitas pelanggan serta mengetahui apakah kepuasan pelanggan mampu sebagai variabel mediasi.
Hipotesis yang diajukan dalam penelitian ini sebagai berikut, relationship marketing berpengaruh negatif terhadap kepuasan pelanggan, relationship marketing  berpengaruh positif terhadap loyalitas pelanggan, relationship quality berpengaruh positif terhadap kepuasan pelanggan, relationship quality berpengaruh positif terhadap loyalitas pelanggan dan kepuasan pelanggan mampu memediasi pengaruh relationship marketing dan relationship quality terhadap loyalitas pelanggan. Analisis yang digunakan adalah Structural Equation Modeling. 
Berdasarkan hasil analisis yang dilakukan diperoleh kesimpulan dalam penelitian ini adalah: Relationship marketing berpengaruh positif dan signifikan terhadap kepuasan pelanggan, semakin baik relationship marketing semakin tinggi kepuasan pelanggan produk parfum Mulegh Aromatik di Purwokerto. Relationship quality berpengaruh positif dan signifikan terhadap kepuasan pelanggan, semakin baik realtionship quality semakin tinggi kepuasan pelanggan produk parfum Mulegh Aromatik di Purwokerto. Relationship marketing berpengaruh positif dan signifikan terhadap loyalitas pelanggan, semakin baik relationship marketing semakin tinggi loyalitas pelanggan produk parfum Mulegh Aromatik di Purwokerto. Relationship quality berpengaruh positif dan signifikan terhadap loyalitas pelanggan, semakin baik relationship quality semakin tinggi loyalitas pelanggan produk parfum Mulegh Aromatik di Purwokerto. Kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan, semakin tinggi kepuasan pelanggan semakin tinggi loyalitas pelanggan produk parfum Mulegh Aromatik di Purwokerto. Kepuasan pelanggan mampu memediasi pengaruh relationship marketing terhadap loyalitas pelanggan produk parfum Mulegh Aromatik di Purwokerto. Kepuasan pelanggan mampu memediasi pengaruh relationship quality terhadap loyalitas pelanggan produk parfum Mulegh Aromatik di Purwokerto

Abtrak (Bhs. Inggris)

The research entitled “The Influence of Relationship Marketing and Relationship QualityToward Customer Loyalty with Customer Satisfaction as The Intervening Variable on Mulleg Perfume Product in Purwokerto” aims to find out the influence of relationship marketing and relationship quality towardcustomer satisfaction and customer loyalty and to know whether customer satisfaction could be able to become the intervening variable. 
The hypothesis on this research is the relationship marketing has negatively effect towards customer satisfaction, the relationship marketing has positively effect towards customer loyalty, the relationship quality has positively effect towards customer satisfaction, the relationship quality has positively effect towards the customer loyalty, and the customer loyalty could be able to mediate the influence of relationship marketing and relationship quality toward customer loyalty.  The analysis method that used on this research is the structural equation modeling.
Based on the results of the analysis, we found a conclusion for this research that : the relationship marketing has positively and significant effect towards customer satisfaction, as well as the relationship marketing that we did, will be higher the customer satisfaction to Mulleg Aromatic perfume product in Purwokerto. The relationship quality has positively and significant effect towards customer satisfaction, as well as the relationship quality that we build, so will be higher the customer satisfaction to Mulleg Aromatic perfume product in Purwokerto. The relationship marketing has positively and significant effect towards customer loyalty, as well as the relationship marketing that we did, will be higher the customer loyalty to Mulleg Aromatic perfume product in Purwokerto. The relationship quality has positively and significant effect towards the customer loyalty. The Customer Satisfaction has positively and significant effect towards customer loyalty. The customer satisfaction could be able to mediate the influence of relationship marketing towards the customer loyalty on Mulleg Aromatic perfume product in Purwokerto. The customer satisfaction could be able to mediate the influence of relationship quality towards the customer loyalty on Mulleg Aromatic perfume product in Purwokerto.

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