PENGARUH RELATIONSHIP QUALITY TERHADAP LOYALITAS PELANGGAN DI PT. JAYA PRIMA UTAMA LESTARI

Jaya Prima Tour & Travel is travel agency in Bandung which is one of the authorized agent of PT. Taman Impian Jaya Ancol. Jaya Prima Tour & Travel has bussines customers one of which is a sub agent Taman Impian Jaya Ancol ticket sales. From year to year the market share attraction tickets PT. Taman Impian Jaya Ancol from Jaya Prima Tour and Travel is increasing, but the increase in sales of Jaya Prima Tour and Travel number of sub agent of the year 2012 to the year 2013 has decreased. This is caused by many competitors. In its efforts to establish loyalty Jaya Prima Tour and Travel trying to form good relationships quality with business customers. Relationship quality consisting of trust, commitment, and satisfaction. This research aim to to know relationship quality picture, mount customer loyalty and relationship quality influence to customer loyalty. The type of research used are descriptive and verifikatif with methods used is explanatory survey. The sample in this study as many as 54 sub agent field of the ticket sales Taman Impian Jaya Ancol sampling technique used is borring samples. Technique of data analysis used is path analysis. The independent variable in this study are trust (X1), commitment (X2), and satisfaction (X3) a dependent variable used is customer loyalty (Y) which word-of-mouth communication, repurchase intention, price insentisitivity, and complaint behavior. The results showed that the highest influence on customer loyalty is the commitment of 0.540, then the satisfaction of 0.247, and the trusts have the lowest effect on customer loyalty of 0.192. Responses sub agent of the highly rated customer loyalty. Indicator the highest rating is complaint behavior. While the indicator is getting low value is price insensitivity. Based on testing of SPSS 20 showed a simultaneous and partial correlation between relationship quality with customer loyalty. As for suggestion for the company to improve service and quality of product so that can improve trust and also form custome