PENGARUH RELATIONSHIP MARKETINGDAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PADA CAFÉ AWESOME SIGLI KABUPATEN PIDIE

Teuku Isnaini, Rahmayani

Abstrak


This study aims to determine "The Effect of Relationship Marketing and Service Quality on Customer Satisfaction at Cafe Awesome Sigli, Pidie Regency". Where the independent variables are Relationship Marketing, Service Quality, and Customer Satisfaction as the dependent variable. The population in this study were the people of Pidie Regency. The sample was taken as many as 96 respondents using the Simple Random Sampling formula. Data were collected using a survey method through a questionnaire filled out by respondents. Then the data obtained were analyzed using multiple regression analysis. This analysis includes the Validity Test, Reliability Test, Multiple Regression Analysis, Classical Assumption Test, Hypothesis Test through F Test and t-Test, and Analysis of the Coefficient of Determination (R2). The results of the study obtained the following regression equation:

Y = 4.484 + 0.390X1 + 0.438 X2

The results of the above analysis can be concluded that of the two variables studied, it turns out that the variable Service Quality (X2) has the most dominant influence, namely 0.438% on Customer Satisfaction at Cafe Awesome Sigli, Pidie Regency. The relationship between the dependent and independent variables, namely Relationship Marketing (X1), Service Quality (X2) on Customer Satisfaction at Cafe Awesome Sigli, Pidie Regency, with a correlation index of 0.840%, means that the relationship is very strong. Then the determination index is the amount of the contribution of the independent variable between the quality of the Relationship Marketing (X1), the Quality of Service (X2) on the dependent variable, namely Customer Satisfaction, indicated by the coefficient of determination (R2) of 0.706, this value means 70.6% of the level of change in customer satisfaction can be explained by changes in all independent variables, namely Relationship Marketing (X1), Service Quality (X2) and the analysis of 29.4% is explained by variables outside this study.

 

Keywords: Relationship Marketing, Service Quality, and Customer Satisfaction

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