PENGARUH RELATIONSHIP QUALITY TERHADAP CUSTOMER LOYALITY PADA BOUTIQUE SUSAN DI KECAMATAN MEDAN AREA

This study entitled "The Effect of Realationship Quality on Customer Loyalty at Susan Boutique Medan, Medan Area". The purpose of this study was to determine the effect of Realationship Quality on Customer Loyalty at Susan Boutique Medan, Medan Area with a sample of 60 people who were ordering clothes. The data collection technique used is by using a questionnaire given to the respondents. The data is processed using SPSS version 20.0 for windows. The data analysis technique used is multiple linear regression, with the formula Y= a + b1X1 + b2X2 + e, and to determine the effect of Realationship Quality on Customer Loyalty at Susan Boutique Medan, Medan Area, using the t-test (partial). The results of the multiple linear regression test obtained the equation Y= 1.671 + 0.789 (X1) + 0.684 (X2) +0.003 (X3). This means that Trust and Satisfaction have a significant influence on the Customer Loyalty variable. The Commitment variable (X3) has a positive and insignificant effect on the Customer Loyalty variable or in other words, if the Commitment (X3) is increased by one variable, then the Customer Loyalty will not increase. The value of the coefficient of determination (R2) is 0.36 or 36%, which means that the Relationship Quality variable (Trust, Satisfaction, and Commitment) is Customer Loyalty at Susan Boutique Medan. With the results of the t test (partial) obtained from Trust (X1) with tcount 4.953 ttable (2.003) with a significant level of 0.000 0.05 and significant effect on Customer Loyality, Satisfaction (X2) obtained tcount 3.187 ttable (2.003) with a significant level of 0.002 0.05 a positive and significant effect on Customer Loyality and Commitment Variable (X3) obtained tcount 0.042 ttable 2.003 with a significant level of 0.996 0.05 positive and insignificant effect on Customer Loyality. Thus partially that the variables of Trust and Satisfaction have a positive and significant effect on Customer Loyalty. While the Commitment variable has a positive and insignificant effect on Customer Loyalty. The dominant variable in this study is Trust.Keywords: Relationship Quality and Customer Loyalt