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PENGARUH INTEGRATED MARKETING DAN RELATIONSHIP MARKETING TERHADAP LOYALITAS PELANGGAN
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The purpose of the research is to analyze and find out the effect of integrated marketing and
marketing relationship to the airlines customers’ loyalty using Structural Equation Modelling
(SEM). The population of the research was airlines passengers of Soekarno Hatta Airport
and sample was taken of 105 respondents. The data was collected using questionnaire,
interview, documented study, studied variables by using Likert Scale. The questionnaire
result was analyzed using Lisrel (statistics software). The result from hypothesis test is
parsially the integrated marketing variable does not show significant effect to loyalty
variable that can be seen from the score t = -0.99 < -1.96. Based on t score t = 8.27 > 1.96,
relationship marketing is the variable that give strong and significant effect to loyalty
variable. Simultaneously, independent variables, relationship marketing dan integrated
marketing, give positive and significant effect to loyalty variable. Based on 11 criteria of
GOF / Good on Fit model, the model in this research has shown good modeling which means
the measurement model obtained from the data is in accordance with the research hypothesis
due to 8 out of 11 criteria fullfilled.
2407-635X
NONE
electronic file
Indonesia
ITL Trisakti
2019
Jakarta
rnal Manajemen Bisnis Transportasi dan Logistik (JMBTL) Vol. 5 No. 2 Januari 2019
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