PENGARUH KEPUASAN PELANGGAN SECARA KESELURUHAN SEBAGAI PEMEDIASI PADA MANFAAT RELASIONAL TERHADAP LOYALITAS

This study aims to determine whether the association of relational significant effect directly or indirectly on loyalty through overall customer satisfaction as a mediating variable. Relational benefits in this study consists of four variables: functional benefits, social benefits, confidence benefits and special treatment benefits. This research was conducted in the province in which respondents are students and workers who love fashion and often shop at retail. This research is expected to help the fashion retailer to be able to maintain long- term relationships with its customers. This study uses a quantitative method which is distributed questionnaires to 215 young respondents aged 18-35 years, at least once a month to shop fashion and questionnaires that can be used for 205 questionnaires. Data retrieval technique using purposive sampling. Data processing techniques using simple linear regression, multiple linear regression and independent T - Test The results of this study indicate that the only confidence benefit and the special treatment benefit significant directly or indirectly on loyalty through overall customer satisfaction as a mediating variable. Overall customer satisfaction is positively significant effect on loyalty. No difference between customer perceptions of students and workers against relational benefits, overall customer satisfaction and loyalty in retail fashion. There were no differences between the perceptions of male and female customers at the functional benefits, confidence benefits, special treatment benefits, overall customer satisfaction and loyalty, and there is a difference between male and female customers on social benefits