Pengaruh Kualitas Kerelasian (Relationship Quality) Terhadap Loyalitas Apresiator Pada Teater Musikal Anka Adika Production
DOI:
https://doi.org/10.32897/dimmensi.v3i1.2516Abstrak
Tujuan Penelitian ini untuk mengetahui pengaruh relationship quality yang terdiri dari kepercayaan (trust), kepuasan (satisfaction) dan komitmen (commitment) terhadap loyalitas apresiator teater musikal. Penelitian ini mengunakan metode deskriptif dan verifikatif untuk menjelaskan dan menggambarkan hubungan antara relationship quality dengan loyalitas konsumen. Metode pengumpulan data menggunakan teknik penyebaran kuesioner, jumlah sampel dalam penelitian ini adalah 50. Teknik analisis yang digunakan adalah regresi linear berganda. Hasil penelitian menunjukan relationship quality terdapat pengaruh yang signifikan terhadap loyalitas apresiator teater musikal. Secara parsial kepercayaan dan kepuasan tidak berpengaruh terhadap loyalitas apresiator teater musikal, sedangkan komitmen berpengaruh terhadap loyalitas apresiator teater musial.
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