PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN DENGAN PEMASARAN RELASIONAL SEBAGAI VARIABEL INTERVENING (STUDI PADA CAFE EXCELSO CABANG CITRALAND MALL SEMARANG)

The purpose of this study is to analyze the impact of service quality on relationship marketing at Cafe Excelso Branch Citraland Mall Semarang. To analyze the effect of relationship marketing on customer loyalty Citraland Mall Branch Cafe Excelso Semarang.Untuk analyze the influence of service quality on customer loyalty with relationship marketing as an intervening variable in the Cafe Excelso Branch Citraland Mall Semarang. While the sample was 112 respondents using purposive sampling technique. Data collection method used is by way of a questionnaire. Analysis of the data obtained by using quantitative data analysis. Quantitative analysis includes: test validity, reliability test, the classical assumption test, multiple linear regression analysis, hypothesis testing via t test and f test, and the coefficient of determination (R2). The results of the study, this research is among the influences of service quality on customer relationship marketing. This means that if the quality of affordable services will increase consumer relationship marketing. There is the influence of consumer relationship marketing to customer relationship marketing. This means that if the relationship marketing increases, will increase consumer relationship marketing. There is the influence of service quality on customer loyalty. This means that if the quality of service increases, will increase customer loyalty through relationship marketing