Relationship Marketing for B2B Indihome Consumer Loyalty

DOI

10.2991/aebmr.k.210831.107How to use a DOI?

Keywords

Business to Business (B2B), Marketing Relationships

Abstract

Today’s era of globalization must change marketing management from traditional marketing to relationship marketing by maintaining good relationships with customers so that customers will be loyal to the products/services that have been made. Many studies discuss relationship marketing in Business to Business B2B (Zimmerman and Blythe, 2013). The essential factors in B2B relationships and success are maintaining relationships with customers on an ongoing basis to create customer loyalty (Ross, Caning, and Mcdowell, 2004). Customers from B2B consider in terms of efficiency and relatively lower prices from suppliers of products or services. Doma (2013) maintains a harmonious relationship and service quality between suppliers and consumers. B2B is the power of the company to business partners is power. Jain et al (2014), Martadisatra (2017), Setyawan (2014). This study took a sample of B2B customers at the company PT. Telekomunikasi Indonesia which has Indihome product services. The sample will be collected through 100 respondents and will be tested by simple regression. The results of the study’s discussion show that there is a significant effect of Relationship Marketing on B2B indihome consumer loyalty by R Square 55%, indicating that loyalty affects 55% of Indihome B2B consumer loyalty. This study also conducts a t-test and has the value of t count of 11.065> T table 1.984. This shows that the variable X relationship marketing influences the Y Loyalty variable. The significance level is 0.00 <0.05 significant value, which means that the X relationship variable marketing significantly affects Y Loyalty variables.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Dwi Fitrizal Salim
AU  - Ratih Hurriyati
AU  - Mokh. Adib Sultan
PY  - 2021
DA  - 2021/09/02
TI  - Relationship Marketing for B2B Indihome Consumer Loyalty
BT  - Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020)
PB  - Atlantis Press
SP  - 554
EP  - 559
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210831.107
DO  - 10.2991/aebmr.k.210831.107
ID  - Salim2021
ER  -