The Antecedent of Trust In Relationship Marketing in Non Profit Organizations

• Main Author: Tanti Handriana, Dr., S.E., M.Si.
• Format: Article PeerReviewed
• Language: English; English; Indonesian
• Published: De La Salle University, Manila, Philippines 2014
• Subjects: HD3611-4730.9 Industrial policy. The state and industrial organization Including licensing of occupations and professions, subsidies, inspection, government ownership, municipal services; HF5410-5417.5 Marketing. Distribution of products
• Online Access: http://repository.unair.ac.id/58373/1/Tanti%20Handriana_Karya%20Ilmiah%20017_1.Cover_ICOI2014-proceedings.pdf; http://repository.unair.ac.id/58373/2/Tanti%20Handriana_karya%20Ilmiah%20017_2.Artikel_ICOI2014-proceedings.pdf; http://repository.unair.ac.id/58373/3/Tanti%20Handriana_%20Peer%20Review%20017.pdf; http://repository.unair.ac.id/58373/; http://icoi.unairs1manajemen.com/index.php/icoi-2014-manila-philipiines/
• Institution: Universitas Airlangga

This study aims to investigate the antecedent of trust in relationship marketing in non profit organization. Relationship marketing is a concept that is rooted in social exchange theory. It is attracting, maintaining and enhancing customer realtionship. In relationship marketing concept, trust variable is a key success factor. Trust is a willingness to rely on an exchange partner in whom one has confidence. The topic of trust is generating increased interest in organizational studies both in profit organization and non profit organization. This riset uses a survey method and the research samples are individual donors of philanthropy organizations. The number of respondents are 507. Multiple linear regression is selected as the technique of analysis.This research examines three hypotheses where two of them are supported. They are (1) the impact of shared values on trust; (2) the impact of communication on relationship commitment. Meanwhile, the unsupported hypothesis is the impact of relationship marketing investment on trust. The contribution of this study is mainly in broadening the application of relationship marketing concept. In specific, the concept is not only suitable for profit organizations as commonly thought, but also for non profit organizations. In this broadening conception, the key role of trust in relationship marketing in non profit organization.