Relationship Marketing for B2B Indihome Consumer Loyalty
Dwi Fitrizal Salim 1, Ratih Hurriyati 2, Mokh. Adib Sultan 3

Universitas Pendidikan Indonesia

Abstract

ABSTRACT: Todays era of globalization must change from traditional marketing to marketing relationships, by maintaining good relationships with customers so that customers will be loyal to the products/services that have been made. Many studies that discuss relationship marketing in Business to Business B2B, Zimmerman, and Blythe (2013) are the most important factors in B2B relationships and success is to maintain relationships with customers on an ongoing basis so as to create loyalty with customers, (Ross, Caning, and Mcdowell, 2004). Customers from B2B consider in terms of efficiency and relatively cheaper prices from suppliers of products or services. Doma (2013) maintains a harmonious relationship, and service quality between suppliers and consumers. B2B is the power of the company to business partners is power. Jain et al (2014), Martadisatra (2017), Setyawan (2014).
This study took a sample of B2B customers at the company PT. Telekomunikasi Indonesia which has Indihome product services. The sample will be collected through 100 respondents and will be tested by simple regression. the results of the discussion of the study entitled Relationship Marketing Against Commodity Indihome Loyalty which has the result that there is a significant effect of Relationship Marketing on B2B indihome consumer loyalty by R Square 55%, indicating that loyalty affects 55% of Indihome B2B consumer loyalty. This study also conducts t test and has the results of the value of t count of 11.065> T table 1.984, this shows that the variable X relationship marketing has an influence on the Y Loyalty variable. The significance level owned is 0.00 <0.05 significant value which means that the X relationship variable marketing has a significant effect on Y Loyalty variables.

Keywords: Keywords: Business to Business (B2B), and marketing relationships

Topic: Marketing Management