Pengaruh Relationship Commitment pada Dimensi Relational Outcomes dengan Loyalty Program Membership sebagai Variabel Pemoderasi Studi Kasus pada Centro Lifestyle Department Store di Yogyakarta

• Main Authors: , FITRI HANA PERTIWI, , Rokhima Rostiani, S.E., M.Mgt.
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2013
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/120116/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=60136
• Institution: Universitas Gadjah Mada

The purpose of this research is to investigate the effect of relationship commitment on the six dimensions of relational outcomes. This research also examines the moderating impact of loyalty program membership to strengthen the relationship between relationship commitment and the six dimensions of relational outcomes. This research using quantitative methods with survey research type. Sampling design using purposive sampling with taking a sample based on predetermined criteria. The samples used are 87 members and 80 non-members of Centro�s loyalty program. Collecting data method using questionnaires and unstructured interviews. Data analysis using simple linear regression analysis and sub-group analysis using Chow-test. The research�s results demonstrate that relationship commitment directly, positively and significantly affect the six dimensions of relational outcomes. Moderating influence of loyalty program membership confirmed strengthens the positive relationship between relationship commitment and personal information sharing, complaint feedback and increasing purchases. But loyalty program membership weakly moderates the positive relationship between relationship commitment and marketing research support and openness to firm promotion too. There is no evidence that the loyalty program membership moderates the positive relationship between relationship commitment and personal referrals.