Pengaruh Relationship Marketing Terhadap Loyalitas Konsumen dalam Penggunaan Kartu Prabayar Simpati Telkomsel pada Mahasiswa Universitas Kristen Satya Wacana Salatiga�

Competition in telecommunication nowadays was getting heavy. Many telecommunication companies competed in offering their services to be consumers’ choice. Therefore, the companies should provide products and services that fulfill consumers’ needs in communication Relationship marketing was a program that was applied in order to build and maintain ongoing relationship with the consumers. The main focuses of the company were consumers, since they were a key of company’s growth. The aim of the company was retaining a good relationship with the consumers to achieve level of consumers’ loyalty. When loyalty was created, there would be advantages among the company and consumers. This study described the influence of relationship marketing on consumers’ loyalty prepaid Simpati Card in students of UKSW. There were four variables used, communication variable, commitment, trust, and satisfaction. Using accidental sampling, there were 100 respondents of students of UKSW. According to the analysis of multiple regressions, communication variable, commitment, and satisfaction gave significant influence to the consumers, while trust variable did not give significant influence to the consumers’ loyalty