PENGARUH KEPERCAYAAN PADA PERUSAHAAN TERHADAP BEHAVIORAL LOYALTY MELALUI KOMITMEN PEMASARAN RELASIONAL KLIEN JASA TRANSPORTASI BARANG PT. PELNI CABANG SURABAYA
Keywords:
relationship marketing, trust, relational commitment, behavioral loyalty.Abstract
The focus of this research is to analize the influence of trust upon behavioral loyalty with relational commitment as mediating variable. In this research, we trust were measured by reliability and integrity of PT. PELNI. Relational commitment were measured by resistance to change. On the other hand, behavioral loyalty were measured by brand preference and repeat purchase. Samples of the research are 25 companies that use PT. PELNI services in Surabaya. Data obtained from the research are analyzed by applying the SPSS program of 13.0. The SPSS program was used for executing staristical technique analysis, namely Linear Regression. The result of the research indicated that (1) trust significantly influence relational commitment (hypothesis is accepted); (2) relational commitment significantly influence behavioral loyalt (hypothesis is accepted).References
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Hewett, Kelly, R. Bruce Money, Subhash Sharma. 2002. An Exploration of the Moderating\
Role of Buyer Corporate in Industrial Buyer-Seller Relationships. Journal of the Academy of Marketing Science. Volume 30. N0.3. page 299-230.
Jaiswal and Niraj, 2007. Examining the Nonlinear Effects in Satisfaction Loyalty Behavioralm Intentions Model, working Paper of IIM, Indian Institute of Managemenet, India.
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Moorman, Christine, Gerald Zaltman, dan Rohib Desphande. 1992. Relationship Between Provider and Users of Marketing Research: The Dynamic of Trust Within and Between Relationship. Journal of Marketing Research. Aug 29.pp 81-101.
Morgan, Robert M; Hunt, Shelby D. 1994. The Commitment-Trust Theory of Relationship
Marketing. Journal of Marketing: Jul 1994; 58, 3; ABI/INFORM Global pg.20.
Santoso, Singgih. 2001. Mengatasi Berbagai Masalah Statistik dengsn SPSS versi 13.0. PT. Elex Media Komputindo.
Stone, Merlin and Neil Woodcock. 1996. Relationship Marketing, Marketing in action Series, Series Editor: Norman Hart
Tjiptono, F., 2000. Manajemen Jasa. Yogyakarta:ANDI.
Wibowo, Vonny.2002. Behavioral Loyalty Pelanggan dibangun oleh Relationships Effort The Body Shop di Surabaya melalui Trust dan Commitment. Surabaya: Tesis Program Magister Manajemen Universitas Airlangga.
Bennett, Rebekah; Janet McColl-Kennedy; Leonard V. Coote. 2002. Trust, Commitment And Attitudinal Brand Loyalty: Key Constructs in Busines-to-Business Relationships
Graduate School of Management. University of Queensland. ANZMAC 2000 visionary Marketing for the 21st Century.
Berry dan Parasuraman, 1991. Marketing Services. New York Press.
Bovee, Courtland L., Michael J Houston, and John V. Thrill. 1995. Marketing. Second Edition. International Edition. McGraw Hill Inc.
Chaudhuri, Arjun; Morris b Holbrook. 2001. The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing; Apr 2001; 65, 2; Academic Research Library. P. 81.
Dhalia, Arifun. 2005. Pengaruh Kepercayaan dan Keterikatan terhadap Pembelian Ulang Dari Outlet-outlet Pelumas pada Agen Resmi Pelumas Pertamina di Surabaya. Surabaya: Tesis Program Magister Manajemen Universitas Airlangga.
Garbarino, E. M. Johnson. 1999. The Differents Roles of Satisfaction, Trust, and
Commitment for Realtional and Transactional Consumers, Journal of Marketing, 63, April, 70-87.
Ghozali, Imam. 2006. Aplikasi Analisis Multivariat dengan Program SPSS. Semarang: Badan Penerbit Undip.
Gronroos, C. 1994. From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing. Management Decision, 32(2), 4-20.
Hawkins, Del L; David L Motherbaugh; Roger J Best. 2007. Consumer Behavior: Building Marketing Strategy. New York: McGraw Hill Irwin.
Hewett, Kelly, R. Bruce Money, Subhash Sharma. 2002. An Exploration of the Moderating\
Role of Buyer Corporate in Industrial Buyer-Seller Relationships. Journal of the Academy of Marketing Science. Volume 30. N0.3. page 299-230.
Jaiswal and Niraj, 2007. Examining the Nonlinear Effects in Satisfaction Loyalty Behavioralm Intentions Model, working Paper of IIM, Indian Institute of Managemenet, India.
Kottler, Philip and Gary Amstrong. 1997. Principal of Marketing. Eight Edition, Prentice Hall International.
Moorman, Christine, Gerald Zaltman, dan Rohib Desphande. 1992. Relationship Between Provider and Users of Marketing Research: The Dynamic of Trust Within and Between Relationship. Journal of Marketing Research. Aug 29.pp 81-101.
Morgan, Robert M; Hunt, Shelby D. 1994. The Commitment-Trust Theory of Relationship
Marketing. Journal of Marketing: Jul 1994; 58, 3; ABI/INFORM Global pg.20.
Santoso, Singgih. 2001. Mengatasi Berbagai Masalah Statistik dengsn SPSS versi 13.0. PT. Elex Media Komputindo.
Stone, Merlin and Neil Woodcock. 1996. Relationship Marketing, Marketing in action Series, Series Editor: Norman Hart
Tjiptono, F., 2000. Manajemen Jasa. Yogyakarta:ANDI.
Wibowo, Vonny.2002. Behavioral Loyalty Pelanggan dibangun oleh Relationships Effort The Body Shop di Surabaya melalui Trust dan Commitment. Surabaya: Tesis Program Magister Manajemen Universitas Airlangga.
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2015-05-01
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