ANALISIS PENGARUH HUBUNGAN PEMASARAN, NILAI PELANGGAN, DAN LOKASI TERHADAP LOYALITAS PELANGGAN UNTUK MENINGKATKAN KINERJA PERUSAHAAN DI TAMAN WISATA AIR TIRTONIRMOLO 3

Abstract

        The theories used in this research are Management theory, Customer Relationship Management theory, Customer Value theory, Location theory, Customer Loyalty theory, and Company Performance theory. The method used in this research is descriptive with a quantitative approach with the intention to find the relationship between independent variables and dependent variables by using a statistical formula that is examining the relationship between marketing relationship and location to loyalty to improve company performance. While the statistical formula used to test the hypothesis is Multiple Linear Regression Analysis. The sample in this research is customers of Water Garden of Tirtonirmolo 3 which amounts to 100 people. The results of the study prove that: (1) there is a significant influence between marketing relationship to customer loyalty. This is evidenced by the value of t-count> t-table (7.030 > 1.98447). (2) The results also show that there is a significant influence between customer value on customer loyalty. This is evidenced by the value of t-count> t-table (6.996 > 1.98447). (3) The results showed that there is a significant influence between location to customer loyalty. This is evidenced by t-count> t-table (11.899 > 1.98447). (4) The results showed that there was a significant influence on customer loyalty variable on firm performance as evidenced by t-count (5,459)> t-table (1.98447). And (5) The result of research indicates that there is a significant influence on marketing relationship variables, customer value, and location to customer loyalty as proved by Fcount (75,881)> Ftable (2,70).