PENGARUH RELATIONSHIP MARKETING DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN KONSUMEN (Studi Kasus Katering Zahdan Kamal Sentosa)

Abstract

This study aims to find out how the influence of relationship marketing and product quality on loyalty through customer satisfaction at Zahdan Kamal Sentosa Catering. This research uses quantitative descriptive research using Structural Equating Modelling (SEM) analysis AMOS 22. The population used in this research is catering customers with a total of 143 respondent. The result showed that relationship marketing had a positive effect on customer loyalty and customer satisfaction with a CR value of 2.958 and 2.279 respectively (CR ≥1.96) and probability value 0f 0.003 and 0.023 (p ≤ 0.05). The product quality variable has an effect on customer satisfaction with a CR value of 2.867 (CR ≥1.96) and a probability value 0f 0.004 (p ≤ 0.05) but product quality has no effect on customer loyalty because the CR value is 1.239 (CR ≤ 1.96) and the probability is 0.215 (p ≥ 0.05). The customer satisfaction variable has a positive effect on customer loyalty with a CR value of 2.294 (CR ≥1.96) and a probability value of 0.022 (p ≤ 0.05).