(Peer Review+Similarity) THE INFLUENCE OF MARKETING COMMUNICATION, RELATIONSHIP COMMITMENT, BUSINESS TO CONSUMER RELATIONSHIP QUALITY ON CUSTOMER LOYALTY IN THE BREAD INDUSTRY

Hermawan, Haris (2021) (Peer Review+Similarity) THE INFLUENCE OF MARKETING COMMUNICATION, RELATIONSHIP COMMITMENT, BUSINESS TO CONSUMER RELATIONSHIP QUALITY ON CUSTOMER LOYALTY IN THE BREAD INDUSTRY. Palarch’s Journal Of Archaeology Of Egypt/Egyptology, Mesir.

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Abstract

The purpose of this study was to examine and analyze the variables of soft-sell marketing
communication, and hard-sell marketing communication, relationship commitment,
relationship quality, customer loyalty in the bread industry in Jember Regency. The research
method used in this study Structural Equation Modeling (SEM) by testing using AMOS, the
population in this study were all customers of the bread industry who have used online
methods in relationship marketing relationships in Jember. The research sample using the
purposive sampling method found 5 companies according to research criteria. Research
respondents were customers who were willing (convenience) to become respondents as many
as 425 people. Marketing communication soft-sell research significantly affects business to
consumer relationship quality of bread industry customers by 28.7%. Relationship
commitment significantly impacts business to consumer relationship quality of bread industry
customers by 54.8%. Hard-sell marketing communication significantly impacts business to
consumer relationship quality of bread industry customers by 40.9%. Soft-sell marketing
communication has a significant impact on customer loyalty in the bread industry by 18.4%.
Relationship commitment significantly influences customer loyalty in the bread industry

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Item Type:	Peer Review
Subjects:	600 Technology and Applied Science > 650 Business > 658 General Management
Divisions:	Faculty of Economics > Department of Management (S1)
Depositing User:	Haris Hermawan | harishermawan@unmuhjember.ac.id
Date Deposited:	14 Mar 2022 06:56
Last Modified:	15 Mar 2022 03:23
URI:	http://repository.unmuhjember.ac.id/id/eprint/13373

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