PENGARUH KINERJA RELATIONSHIP MARKETING MELALUI MEMBERSHIP PROGRAM TERHADAP LOYALITAS PELANGGAN : Survey Pada Pengguna Jasa Lapangan Futsal Yang Menjadi Member di Queen Futsal Bandung

摘要

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh Kinerja Relationship Marketing Melalui Membership Program terhadap Loyalitas Pelanggan Queen Futsal Bandung. Jenis penelitian yang digunakan adalah deskriptif dan verifikatif. Dengan menggunakan teknik sampling purposive dihasilkan jumlah sampel sebanyak 37 orang. Hasil pengolahan data telah memenuhi uji validitas, reliabilitas dan asumsi regresi.udVariabel yang diteliti adalah Kinerja Relationship Marketing Melalui Membership Program (X) yang terdiri dari Bonding, Empathy, Tangibility, Reciprocity dan Trust serta Loyalitas Pelanggan (Y). Hasil uji hipotesis menunjukkan bahwa Kinerja Relationship Marketing Melalui Membership Program berpengaruh terhadap Loyalitas Pelanggan. Hasil penelitian menunjukkan bahwa Kinerja Relationship Marketing Melalui Membership Program yang dilakukan Queen Futsal Bandung cukup baik, terutama dalam hal timbal balik (reciprocity). Tingkat Loyalitas Pelanggan yang ditunjukkan member cukup tinggi, sehingga diharapkan agar Queen Futsal Bandung dapat meningkatkan kepuasan member-nya serta meyakinkan mereka untuk menggunakan fasilitas lain agar melakukan perpanjangan masa penyewaan yang nantinya berujung pada peningkatan loyalitas pelanggan.ududKata kunci: Bonding, Empathy, Loyalitas Pelanggan, Reciprocity, Relationship Marketing, Tangibility, TrustududThis study aims to identify and analyze the effect of Relationship Marketing Performance Through membership Program to Customer Loyalty in the Queen Futsal Bandung. This kind of research is descriptive and verification. By using purposive sampling technique produced a total sample of 37 people. The results of the data processing has to meet the test validity, reliability and regression assumptions.udThe variables is studied were Relationship Marketing Performance Through Membership Program (X) consisting of Bonding, Empathy, Tangibility, Reciprocity and Trust and Customer Loyalty (Y). the results of the hypothesis test can be concluded that Relationship Marketing Performance Through Membership Program is really influential on Customer Loyalty. The study results showed that the performance of relationship marketing through membership programs conducted by Queen Futsal Bandung is good enough, especially in terms of the level of reciprocity. Customer Loyalty level indicated by the member is high enough, with the result that Queen Futsal Bandung expected can improve the satisfaction of members and convince them to use other facilities in order to extend the rental period which will lead to increased customer loyalty.ududKeywords: Bonding, Customer Loyalty, Empathy, Reciprocity, Relationship Marketing, Tangibility, Trustud