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

*Siswanto Utomo  -  Magister Manajemen Universitas Diponegoro, Indonesia

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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.

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Keywords: marketing performance, long-term relationship quality, trust, commitment,

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