THE ANALYSIS ON THE INFLUENCE OF RELATIONSHIP MARKETING TOWARD CUSTOMER’S LOYALTY (A CASE STUDY OF RAJA CORP INDONESIA)

Abstract

In mobile applications market, customers are very important. The most important things of the mobile applications providers are to have repeated customer. Unlike the products that someone just go and buy it, even can buy it with a huge amount. Service and hospitality industry are relied on the number of customers who use the service repeatly, and in order to get the profits the providers have to get as much as repeated or loyal customers. When customers committed and used a a certain service repeatly, the company will gain a profit as long as the customer remain loyal to the service. In this study, the researcher decided to dicuss about the influence of relationship marketing towards customer’s loyalty in one example of mobile applications providers. The research population is the customers (gamers) of Raja Corp which is producing Rajakartu mobile game. This research use quantitative method analysis. The research method used in this research is multiple regression models. The total of sample is 100 respondents which is 76% is male and 24% is female. The independent variables of relationship marketing are trust, commitment, satisfaction, communication, and bonding. The result of the research is that there are 15% influence of relationship marketing towards customer’s loyalty of Raja Corp. The independent variable with the most significant influence towards customer’s loyalty is bonding. The more Raja Corp listens and fulfills the demand of customer, the more loyalty of customers Raja Corp will get. The conclusion of the research is that relationship marketing simultaneously has influence towards customer’s loyalty. But partially, only three independent variables of relationship marketing were significant towards customer’s loyalty, which are satisfaction, communication and bonding.