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

UTOMO, Siswanto and WIDIYANTO, Ibnu and Khasanah, Imroatul (2013) STUDI TENTANG KUALITAS HUBUNGAN JANGKA PANJANG UNTUK MENINGKATKAN KINERJA PEMASARAN (STUDI PADA AGEN CV. GARUDA). Masters thesis, Diponegoro University.

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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.

Item Type:Thesis (Masters)
Subjects:H Social Sciences > HF Commerce
Divisions:School of Postgraduate (mixed) > Master Program in Management
ID Code:48138
Deposited By:Mr Endhar Priyo Utomo
Deposited On:23 Mar 2016 13:02
Last Modified:23 Mar 2016 13:02

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