Pengaruh Relationship Marketing Terhadap Loyalitas Pelanggan (Survei Pada Pelanggan Savana Hotel Dan Convention Malang)

This research aims to know and explain the relationship marketing benefits that include financial benefits variable, the social benefits variable and structural ties variable of loyalty of customer simultaneously, and to analyze the relationship marketing that include financial benefits variable, the social benefits variable, and structural ties variable against customer loyalty partially, as well as to analyze the variables that influence is dominant with respect to customer loyalty. The results of data analysis proves that relationship marketng that includes financial benefits variable, the social benefits variable and structural ties variable affect customer loyalty simultaneously. Relationship marketing that includes financial benefits variable, the social benefits variable and structural ties variable affect customer loyalty partially, between relationship marketing that consists of financial benefits, social benefits, and structural ties against dominant influence customer loyalty Savana Hotel dan Convention Malang is social benefits with the value of regression coefficient of 0.419 is greater than the two other variables