THE INFLUENCE OF MARKETING COMMUNICATION, RELATIONSHIP COMMITMENT, BUSINESS TO CONSUMER RELATIONSHIP QUALITY ON CUSTOMER LOYALTY IN THE BREAD INDUSTRY

Abstract

The purpose of this study was to examine and analyze the variables of soft-sell marketing communication, and hard-sell marketing communication, relationship commitment, relationship quality, customer loyalty in the bread industry in Jember Regency. The research method used in this study Structural Equation Modeling (SEM) by testing using AMOS, the population in this study were all customers of the bread industry who have used online methods in relationship marketing relationships in Jember. The research sample using the purposive sampling method found 5 companies according to research criteria. Research respondents were customers who were willing (convenience) to become respondents as many as 425 people. Marketing communication soft-sell research significantly affects business to consumer relationship quality of bread industry customers by 28.7%. Relationship commitment significantly impacts business to consumer relationship quality of bread industry customers by 54.8%. Hard-sell marketing communication significantly impacts business to consumer relationship quality of bread industry customers by 40.9%. Soft-sell marketing communication has a significant impact on customer loyalty in the bread industry by 18.4%. Relationship commitment significantly influences customer loyalty in the bread industry customers by 31.4%. Hard-sell marketing communication has a significant effect on customer loyalty in the bread industry by 38.9%. Business to consumer relationship quality has a significant impact on customer loyalty of bread industry customers by 51.3%.