STUDI TENTANG KUALITAS HUBUNGAN JANGKA PANJANG UNTUK MENINGKATKAN KINERJA PEMASARAN (STUDI PADA AGEN CV. GARUDA)

Abstract

This research was to answer research problem how to improve marketing performance through long-term relationship qualityin CV. Garuda and it agencies which analyze factors suspected, i.e.: trust, commitment, andsatisfaction. This research use 109 agencies of CV. Garuda. Data analysis tools used in this research is Structural Equation Modeling (SEM) under AMOS 5. The result of the data shows that research model has good fit and all the hypotheses can be proved. The conclusions are: trusthas positive influence to long-term relationship quality, commitmentlevel has positive influence to long-term relationship quality, and satisfaction has positive influence to long-term relationship quality, and long-term relationship qualityhas positive influence to marketing performance. Keywords: marketing performance, long-term relationship quality, trust, commitment, andsisfaction.