THE INFLUENCE OF CUSTOMER TRUST AND RELATIONSHIP MARKETING ON CUSTOMER SATISFACTION WHICH HAS AN IMPACT ON CUSTOMER LOYALTY FOR LIQUID SMOKED TUNA PRODUCTS IN AMBON CITY

Victor Ernest Huwae; Feky Reken; Siska Jeanete Saununu

Authors

Victor Ernest Huwae Faculty of Economics and Business, Pattimura University
Feky Reken Faculty of Economics and Business, Pattimura University
Siska Jeanete Saununu Faculty of Economics and Business, Pattimura University

Keywords:

Customer trust, Relationship marketing, Customer satisfaction, Customer loyalty

Abstract

This research aims to test and analyze the influence of customer trust and relationship marketing on customer satisfaction which has an impact on customer loyalty for liquid smoked tuna products in the city of Ambon. The type of research used is quantitative research using questionnaires and interviews as research instruments. The sampling technique uses a non-probability method with the sampling technique used is a purposive sampling technique. The criteria used for sampling are buyers or customers who have purchased at least more than one purchase. The final sample size in this study was 66 respondents. The research results stated that customer trust had a positive and significant effect on customer satisfaction for smoked tuna products by 83.6%. Relationship marketing has a positive and significant effect on customer satisfaction for liquid smoked tuna products by 89.4%. Customer satisfaction has a positive and significant effect on customer loyalty of 88.5%.

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