PENGARUH RELATIONSHIP MARKETING (FINANCIAL BONDS, SOCIAL BONDS, CUSTOMIZATION BONDS) TERHADAP LOYALITAS TAMU PADA THE BALI DREAM VILLA SEMINYAK BALI

Abstract

ABSTRACT
The respondents in this research amounting to 120 people. The result of questionnaire
and data tabulation processing with SPSS 20.0 for Windows.Analysis tools used to answer all
the problems mentioned are validity and reliability, classic assumption, multiple linear regression
analysis, T-test trial, F-test trial and determination. Overall analysis of the data using SPSS
(Statistical Package for Special Science) 20.0 for windows.
Based on the results of research can be made a conclusion: There are positive and
significant influence of financial bonds against customer loyalty, this is evidenced by t-count
2,975 is higher than t-table 1,980. There are positive and significant influence of social bonds
against customer loyalty, this is evidenced by t-count 2,259 is higher than t-table1,980. There
are positive and significant influence of customization bonds against customer loyalty, this is
evidenced by t-count 4,684 is higher than t-table 1,980. The coefficient of determination
(Adjusted R Square) is approximetaly 0,546 or 54,6% mean contribution financial bonds, social
bonds, and customization bonds to the customer loyality amounted to 54,6% and the remaining
45,4% are influenced by other factors.
From what has been explained above, it can be concluded that the financial bonds, social
bonds, and customization bonds affected to customer loyality partially and simultaneously.
Keywords: financial bonds, social bonds, customization bonds, customer loyalty

ABSTRAK
Jumlah responden dalam penelitian ini berjumlah 120 orang. Hasil kuesioner dan tabulasi
data diolah dengan menggunakan SPSS 20.0 untuk Windows. Alat analisis yang digunakan untuk
menjawab permasalahan yang ada adalah uji validitas dan reliabilitas, uji asumsi klasik, analisis
regresi linier berganda, uji T, uji F dan determinasi. Keseluruhan analisis data menggunakan
bantuan SPSS (Statistical Product and Service Solution 20.0 for windows.
Berdasarkan hasil penelitian dapat dibuat kesimpulan: Terdapat pengaruh positif dan
signifikan antara financial bonds terhadap loyalitas tamu, hal ini dibuktikan dengan nilai thitung
2,975 > ttabel 1,980. Terdapat pengaruh positif dan signifikan antara social bondsterhadap
loyalitas tamu, hal ini dibuktikan dengan nilai thitung 2,259 > ttabel 1,980. Terdapat pengaruh positif
dan signiflkan antara customization bonds terhadap loyalitas tamu, hal ini dibuktikan dengan nilai
thitung 4,684 > ttabel 1,980. Koefisien determinasi (Adjusted R Square adalah sebesar 0,546 atau
54,6% berarti kontribusi variabel financial bonds, social bonds, dan customization bonds
terhadap loyalitas tamu sebesar 54,6% dan sisanya 45,4% dipengaruhi oleh faktor-faktor lain.
Dari penjelasan diatas dapat disimpulkan bahwa terdapat pengaruh antara financial
bonds, social bonds, dan customization bonds terhadap loyalitas tamu baik secara parsial maupun
simultan.
Kata Kunci: financial bonds, social bonds, customization bonds loyalitas tamu