Junianto, Dwi (2021) Patron Client Pabrik Gula Versus Petani Tebu : Dampaknya Terhadap Relationship Marketing, Kualitas Layanan, Corporate Image, Kepuasan dan Loyalitas. Masters thesis, STIE Perbanas Surabaya.
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Abstract
Sugarcane as the main raw material for the sugar industry which is a strategic plantation commodity for the economy in Indonesia. The demand for white crystalline sugar (GKP) has always increased with the increasing number of residents. The fulfillment of sugar needs is still imported from a number of countries. With the shrinkage of special land in sugarcane crops, it will certainly be able to make a decrease in competitiveness for the sugar industry in Indonesia. The synergy of people's sugarcane farmers and sugar mills is inseparable, the quality of the relationship is technically oriented on how to maintain relationships, focus on customer needs or values, long-term relationships that have a high commitment to customer expectations and the quality of employees in serving customers. The purpose of the research is to integrate Relationship Marketing, Corporate Image, Service Quality and Customer Satisfaction. The results showed that relationship marketing did not have a significant effect on farmers' satisfaction. This can explain that the better the relationship marketing carried out by sugar factories, it has no influence on farmers' satisfaction. Relationship marketing has a significant effect on farmer loyalty. This explains that the better the relationship marketing carried out by sugar factories, the loyalty of farmers will be better, and vice versa if the lower the relationship marketing carried out by sugar factories, the lower the loyalty of farmers. Corporate image has no significant effect on farmer satisfaction. This can explain that the better the corporate image carried out by sugar factories, it has no influence on farmers' satisfaction. Corporate image has a significant effect on the loyalty of farmers. This explains that the better the corporate image carried out by sugar factories, the better the satisfaction of farmers, and vice versa if the lower the corporate image carried out by sugar factories, the lower the loyalty of farmers. The quality of service has a significant effect on the satisfaction of farmers. This explains that the better the quality of services carried out by sugar factories, the better the satisfaction of farmers, and vice versa if the lower the quality of services performed by sugar factories, the lower the satisfaction of farmers. The quality of service has a significant effect on the loyalty of farmers. This explains that the better the quality of service carried out by sugar factories, the loyalty of farmers will be better, and vice versa if the lower the quality of services performed by sugar factories, the lower the loyalty of farmers. Farmer satisfaction has no significant effect on farmer loyalty. This can explain that the better the satisfaction of farmers carried out by sugar mills, it has no influence on farmer loyalty. Keywords: Customer Satisfaction, Relationship marketing, corporate image, relationship corporate image
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Magister of Management |
| Depositing User: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 20 Feb 2023 02:52 |
| Last Modified: | 20 Feb 2023 02:52 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/5389 |
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