ABSTRACT

THE EFFECT OF RELATIONSHIP MARKETING DIMENSION ON

CUSTOMER RETENTION AT PT ASTRA INTERNATIONAL TBK.
TOYOTA (AUTO 2000) LAMPUNG

By
KEMAS RAHMAT ZEN VANI

Relationship marketing has became one of the important strategy for a company
to retain consumer and building a good and lasting relationship with consumers.
Relationship marketing formed by the existence of several dimensions, such as
trust, commitment, equity and empathy is one of a marketing strategy to compete
in global business.
Therefore, the research objective of this research is to analyze the dimensions of
trust, commitment, equity and empathy has an influence on consumer retention.
The purpose of this study was to determine whether the effect of relationship
marketing dimensions has an influence on consumer retention.
The object of this research is PT. Astra International TBK. Toyota (Auto 2000)
Lampung. The research design used is descriptive verification. This research
used multiple linear regression analysis to view the contribution of each
independent variable partially by using t test and F test for hypothesis testing.
The results of this research shows that the contribution of variable relationship
marketing dimension variable (X) in affecting customer retention variable (Y) was 51%
and the rest were affected by other variables. The t test results found that the
relationship marketing dimensions (X), which are trust, commitment, equity and
empathy affect consumer retention (Y).
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The advice given by this research for PT. Astra International TBK. Toyota (Auto
2000) Lampung were to improve variable dimension of commitment. PT. Astra
International TBK. Toyota (Auto 2000) Lampung should increase flexibility in
providing services by adapting to consumer needs, fulfilling obligation towards
consumer according to warranty card and improve the performance of personal
service by employee in the company. In order to keep customer satisfaction and
retention.
Keywords: relationship marketing, trust, commitment, equity, empathy,
customer retention