The Influence of Customer Relationship Marketing and Price on Satisfaction and Loyalty Base among Pt. Energi Putra Hari Consumers in Lumajang

Abstract

The purpose of this study is to analyze the influence of customer relationship marketing and price on customer satisfaction and loyalty PT, ENERGI PUTRA HARI Lumajang. The population in this research is the consumer of PT. Energi Putra Hari Lumajang who purchases 3 kg of LPG gas in Lumajang which is 140 bases. The basis in this research is a sub agents who sell 3kg LPG gas. Of the population of 140 bases, the questionnaires were distributed randomly and then taken 100 respondents were then sampled. SEM analysis was conducted. Based on the analysis of the study, results and discussion about the influence of customer relationship marketing on the satisfaction and loyalty of the base at PT. Energi Putra Hari Lumajang, several conclusions can be arrived such as follows: Customer relationship marketing has a significant direct effect on the satisfaction of the base at PT. Energi Putra Hari Lumajang energy with positive direction. Customer relationship marketing has a significant effect on the positive direction of the base loyalty. Price has a significant effect on the satisfaction of the base with the direction of a positive relationship. Price has significant effect with positive direction toward the base loyalty. Satisfaction has a significant effect on the loyalty of the base with the direction of a positive relationship.