PENGARUH RELATIONSHIP MARKETING TERHADAP LIFETIME VALUE PADA PT. SOPHIE MARTIN BUSINESS CENTRE CITRA SEMARANG

Abstract

The success in the competitive world of business will be fulfilled by creating and maintaining
consumers, because the strategies used are to build customer loyalty. Customer loyalty is a real phenomenon
that is constantly pursued by any company to maintain the existence of its business. This study aimed to
determine the impact of communication, trust, commitment, and problem resolution toward the lifetime value
either partially or simultaneously. The type of this research is associative research in order to discover the
relationship between variables, in addi tion to test the hypothesis, then taken sample of 100 members of PT.
Sophie Martin Business Centre Semarang as respondents using slovin formulas and simple random sampling
techniques. Data was analysed by validity data analysis techniques, reliability test , regression, t and F test. The
calculation results of multiple linear regression can be indicated by Y = 2.908 + 0, 253X1 + 0, 270X2 + 0,036
X3 + 0, 025X4. Partially the influence of trust to the lifetime value is 46.4%, the commitment to the lifetime
value is 56.3%, the communication to the lifetime value of 65.5% and the problem resolution to the lifetime
value of 21.6%. Simultaneously the impact of trust, commitment, communication, and problem resolution to
lifetime value amounted to 35.4%. To increase the lifetime value, companies must define service standards,
accept criticism and suggestions from members, conduct gatherings, optimize the use of technology, and solve
the problem with the win-win solution principle.